Incrementality Testing

Framework for measuring the true incremental impact of advertising campaigns. Covers geo holdout test design, conversion lift studies (Meta, Google), ghost ads methodology, statistical significance calculations, sample size planning, and test duration recommendations.

Capabilities

1. Geo Holdout Test Design - Create matched geographic test/control groups
2. Conversion Lift Studies - Run platform-native lift measurement (Meta, Google)
3. Ghost Ads / PSA Methodology - Measure incrementality without withholding ads
4. Statistical Significance - Calculate confidence in lift measurements
5. Sample Size Planning - Determine required audience size for valid tests
6. Test Duration Recommendations - Optimize test length for accuracy vs speed

Core Incrementality Concepts

Why Incrementality Matters

Attribution (last-click, multi-touch) measures correlation. Incrementality measures causation.