Incrementality Testing For Media Investments

Award-winning measurement and testing for incremental contribution of media
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Incrementality Testing & Measurement Platform

Award-winning measurement and testing for incremental contribution of media

Best Measurement or Analytics Capability

The AdExchanger Awards 2020

Best Measurement or Analytics Capability

Digiday Technology Awards Winner 2020

Best Measurement or Analytics Capability

The AdExchanger Awards 2020

Best Attribution Tool

Digiday Technology Awards Winner 2020

Great Brands Trust Measured


“Measured has been the most valuable marketing technology partnership we’ve added in 2020.”

Daniel Pahl

Vice President of Media & Acquisition

Brentwood & Associates

“Measured has proven to be a valuable strategic partner helping us understand the incrementality and contribution of each of our ad channels.”

Jay Sung

Operating Partner, CMO

Faherty Brand

“Working with Measured since 2018, we have seen first hand the value of their technology and services. They are great people dedicated to our success”

Alex Faherty


Soft Surroundings

“The speed with which we’ve been able to gain insights into our marketing decisions has been amazing.”

Gail Buffington

Vice President of Marketing & Analytics

Johnny Was

“In the first 18 months of working with Measured, we doubled our online business.”

Rob Trauber


HIG Growth

“Measured has solved the cross channel attribution problem through a creative approach anchored on really smart experimentation.”

Mark Fiske

Operating Partner, Marketing

Incrementality Testing for Smart Media Investments

The Measured Intelligence Suite is incrementality measurement software designed to grow with your business. We execute comprehensive, repeatable, and transparent experiments to identify the incremental contribution of media and deliver actionable cross-channel insights.

Integrations with 100+ media platforms enable quick set up for testing incrementality across all your media channels.

What is Incrementality Testing?

Incrementality Testing is a proven experimental approach for measuring the incremental contribution of media. Tests are executed by systematically withholding ad exposure to a representative subset,  or “cohort,” of the target audience (the control group) while maintaining normal ad exposure to the broader audience set (the test group). As long as the control group is selected at random and sizable enough to be statistically significant, then the incremental contribution of the media can be determined by the difference in performance results (conversion, revenue, profitability, etc.) between the test and control groups.

How Do You Calculate Incrementality?

By using targeting parameters available within publisher platforms, marketers can configure ad campaigns to serve a control treatment and a campaign treatment to similar audiences. Publisher tracking and reporting can tell us the conversion rates for both the control audience and the campaign (test) audience. The difference in those conversion rates can be interpreted as incrementality.


The control group needs to represent a minimum percentage of the total test and control reach to be scientifically valid, but that number can vary based on a number of factors. To build a viable control audience, we can:

  1. Flight a PSA (Public Service Announcement) ad or a generic placebo ad irrelevant to your business to an exact replica or mirror of the exposed audience.
  2. Hold out a subset of the target audience and suppress them from the ad exposure.
  3. Acquire counterfactual bid loss data from programmatic executions for the target audience that did not win the media auction.

The Measured Intelligence Suite™ of Products for Marketing Attribution


Our marketing data warehouse is a data operating platform purpose-built for analytics.

The mMDW ingests, unifies and stores your data for marketing measurement while offering extensive customization, active monitoring and privacy-compliant data management services.

All your marketing data is easily portable for use with Measured solutions and other business applications.

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Measured executes comprehensive, repeatable and transparent control testing to identify the incremental contribution and scale of media.

To deploy and manage experiments systematically and reliably across the media mix is a complex process. We do the hard part.

mExperiment adapts to provide current and trustworthy results that map to your specific growth KPIs.

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Smart media investment decisions require reliable cross-channel reporting.

Through flexible and highly customizable dashboards, mDecision uses experiment results to provide a detailed cross-channel and granular views into incremental media contribution.

Our optimization reports and proven scenario planner that forecasts short and long-term media performance will guide you to the best decisions for improving results and optimizing media mix across your portfolio.

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Incrementality Tool
Find out the true incremental cost to acquire a customer

Don’t trust last-touch metrics. Apply Measured incrementality testing to your metrics now and see how it can guide your investment decisions.

Read how we future-proof your measurement.

Incrementality Tool

Want to Learn More About
Incrementality and Attribution?

We’ve got answers to all your questions about measurement,
experimentation, MMM, MTA and more.

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Learn how our incrementality measurement drives smarter cross-channel media investment decisions.