Geo holdouts and controlled experiments to estimate the true causal lift of your marketing.
Correlation isn’t causation. Incrementality testing answers: what happens to sales if you turn a channel off? This enables marketers to understand the incremental ROI of each channel.
Without incrementality testing, everything we know about marketing channels are correlations or anecdotes. Incrementality testing is a controlled randomized experiment that tries to measure the true incremental lift of a channel. By splitting audience to control/holdout and treatment groups, Incrementality testing answers what is the true incremental impact or lift of a media channel. The experimentation provides real-world evidence about a channel’s performance. This information can then feed into a process that is called marketing mix model (MMM) calibration, which is grounding the MMM model with the causal evidence, not just correlations.
Also known as: Lift Testing, Geo Testing, Holdout Testing
Channels like brand search correlate well with sales, and so they can claim most of the sales. Even though the demand has already existed.
Our team handles experimental design, whether market pairing or block design, and the statistical power calculations.
Which channel, market, or campaign needs a causal answer.
| Dimension | ELIYA Incrementality Testing | Platform Lift Studies |
|---|---|---|
| Independence | Independently designed and analyzed | Run and analyzed by the platform selling the ads |
| Cross-channel comparability | Consistent methodology across all channels | Each platform uses its own methodology |
| Feeds into broader measurement | Calibrates your MMM for ongoing accuracy | Standalone result, not integrated elsewhere |
| Test design control | Statistical power and market pairing set up front | Limited visibility into design choices |
20%
of ad budget is typically wasted on channels already past saturation, a finding incrementality testing often confirms.
3.2x
average ROI improvement once budget is reallocated based on validated results.
Book a demo to see how a geo test could validate, or challenge, what your dashboards are telling you.
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