Always-On Channel Incrementality

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    DMA Geo Holdout Test

    Q4 2024 • Meta Ads • 12 Test DMAs

    Live
    Significant
    Control
    2,847
    conversions
    Treatment
    4,042
    conversions
    Lift
    +42%
    p=0.003
    Week 1Week 2Week 3Week 4
    iROAS
    3.8x
    Confidence
    99.7%

    What it does

    Automatically designs and runs geo holdout tests for all live digital channels

    Continuously measures true incremental lift

    Enforces holdouts directly via ad platform APIs

    Key Differentiators

    DMA-level experimentation

    Channels tested independently

    Always-dark DMAs to isolate brand baseline

    Ongoing measurement as spend and performance change

    Methodology

    Market Matching

    Pre-test correlation > 0.90

    Automated Geo Holdouts

    Executed via APIs

    Continuous Lift Measurement

    Ongoing analysis

    Outcome

    Clear visibility into which channels truly drive incremental conversions.

    View Methodology →Book a Call

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