The platform features a native experimentation tool to help brands measure the true incremental lift of their ad spend across specific channels.
Moving beyond basic multi-touch attribution, the platform offers "Lighthouse," a dedicated incrementality testing feature. This tool allows advanced marketers to run controlled geographic or audience holdout experiments to answer a critical question: "Would these sales have happened anyway if I didn't run these ads?" By systematically turning off ad spend in specific test markets and comparing the resulting revenue against a control group, the platform calculates the true incremental ROAS of a channel (e.g., determining if branded search ads are actually generating new sales or just cannibalizing organic traffic). This is a highly advanced feature typically only available via expensive, third-party data science agencies.
Measures causal impact of marketing efforts, distinguishing organic from incremental conversions.
Incrementality testing allows marketers to determine the true impact of their advertising efforts by measuring the causal effect of marketing activities. This feature helps distinguish between organic and incremental conversions, providing a clearer understanding of campaign effectiveness. Conducting controlled experiments enables users to assess the lift generated by specific campaigns and refine their strategies accordingly. Incrementality testing is important for optimizing marketing spend and ensuring resources are allocated to the most impactful activities.
The incrementality testing framework helps brands validate the actual lift of their marketing channels through controlled experiments.
Beyond mere attribution, the platform helps marketers answer the difficult question: "What would have happened if I hadn't spent this money?" The incrementality testing tool uses a robust statistical framework to measure the true, incremental impact of specific marketing channels. By allowing teams to set up controlled tests, it effectively distinguishes between incremental sales driven by advertising and the "baseline" organic sales that would have occurred regardless of the campaign spend. This is an essential feature for brands looking to move beyond simple correlation and prove the true, additive value of their marketing investments.
