Incrementality & Geo-Lift Testing Framework
Designing controlled scientific holdout tests to isolate true marginal conversions from organic baseline activity.
Service Overview
Traditional last-touch attribution and self-attributing ad networks inherently bias reporting in favor of high-intent search and retargeting ads, frequently claiming credit for users who would have installed or converted organically.
The Incrementality & Geo-Lift Testing Framework brings empirical scientific rigor to your mobile media mix. By establishing matched geographic test and control markets, we calculate true incremental lift (iCPA, iROAS) without interrupting your nationwide operations.
Key Phases
- Market Clustering & Pre-Test Feasibility: Utilizing historical market-level install and revenue series to generate synthetic control pairs with high statistical correlation.
- Power Calculation & Budget Sizing: Determining minimal detectable effect (MDE) sizes and optimal flight durations to avoid inconclusive statistical test outcomes.
- Campaign Execution Protocol: Providing structured guidelines for media buyers to ensure test isolation and prevent spillover between treatment and control regions.
- Post-Test Difference-in-Differences (DiD) Analysis: Modeling the realized incremental lift, isolating organic cannibalization rates, and calibrating blended acquisition models.