Incrementality Testing & Measurement Sprint.

Find out what’s really driving growth — and stop paying for value you already built. Most attribution reports look good on paper, but are deeply flawed — giving credit to clicks, impressions, and retargeting that had little incremental impact. Incrementality testing and measurement is how you separate what claims credit from what actually deserves it. Our sprint reveals the true lift behind your marketing channels, so you can reallocate spend with precision.

Let’s get started

Trusted by brands

invested in creating value.

Trusted by brands invested in creating value.

Challenge

Attribution is a mirage. Incrementality is the truth.

Without incrementality, you’re optimizing to fiction — reports that make spend look efficient while hiding wasted dollars.

You’re overpaying for existing customers.

Retargeting and branded search often claim credit for conversions that would have happened anyway, draining budget without creating new value.

Attribution models reward harvesting, not hunting.

Platforms take credit for customers already in your funnel. The result? You double down on capturing existing demand instead of creating new growth.

You're optimizing for metrics, not business outcomes.

ROAS, CTR, and impressions don’t equal incremental revenue. Without incrementality, you’re scaling noise.

False positives drive false confidence.

When reports inflate performance, you invest in the wrong levers — and miss the channels that could compound true growth.

Challenge

Attribution is a mirage. Incrementality is the truth.

Without incrementality, you’re optimizing to fiction — reports that make spend look efficient while hiding wasted dollars.

You’re overpaying for existing customers.

Retargeting and branded search often claim credit for conversions that would have happened anyway, draining budget without creating new value.

Attribution models reward harvesting, not hunting.

Platforms take credit for customers already in your funnel. The result? You double down on capturing existing demand instead of creating new growth.

You're optimizing for metrics, not business outcomes.

ROAS, CTR, and impressions don’t equal incremental revenue. Without incrementality, you’re scaling noise.

False positives drive false confidence.

When reports inflate performance, you invest in the wrong levers — and miss the channels that could compound true growth.

Challenge

Attribution is a mirage. Incrementality is the truth.

Without incrementality, you’re optimizing to fiction — reports that make spend look efficient while hiding wasted dollars.

You’re overpaying for existing customers.

Retargeting and branded search often claim credit for conversions that would have happened anyway, draining budget without creating new value.

Attribution models reward harvesting, not hunting.

Platforms take credit for customers already in your funnel. The result? You double down on capturing existing demand instead of creating new growth.

You're optimizing for metrics, not business outcomes.

ROAS, CTR, and impressions don’t equal incremental revenue. Without incrementality, you’re scaling noise.

False positives drive false confidence.

When reports inflate performance, you invest in the wrong levers — and miss the channels that could compound true growth.

01

All you do.

Grant us access to your ad platforms, analytics, and sales data. One kickoff call and a couple of review sessions. We’ll handle the design, deployment, and analysis.

01

All you do.

Grant us access to your ad platforms, analytics, and sales data. One kickoff call and a couple of review sessions. We’ll handle the design, deployment, and analysis.

01

All you do.

Grant us access to your ad platforms, analytics, and sales data. One kickoff call and a couple of review sessions. We’ll handle the design, deployment, and analysis.

02

All we do.

We’ve stripped incrementality testing down to its essentials — so you get fast, reliable, and actionable insights. We’ll reveal which channels are compounding growth, which are coasting, and which are burning budget.

02

All we do.

02

All we do.

Solution

From attribution fiction to contribution clarity.

Our sprint applies geo-based and cohort-based testing frameworks to reveal what actually drives incremental lift. The outcome: a precise budget allocation model based on contribution, not vanity metrics.

Baseline Establishment

Audit your data sources and current attribution setup

Identify your true resilient revenue baseline

Map historical performance across channels and geos

Spot potential biases in current measurement

Test Deployment

Design geo-based or cohort-based incrementality tests

Establish control vs. test groups

Configure tracking to isolate variables

Implement guardrails against contamination

Output: Valid incrementality tests live in market

Incrementality Analysis

Calculate lift across channels

Develop channel-specific incrementality factors

Analyze conversion patterns between test/control

Distinguish harvesting vs. true hunting

Output: Incrementality Results Dashboard

Optimization Framework Delivery

(Weeks 9–10)

Deliver budget allocation model based on incrementality

Prioritize channels by contribution, not ROAS

Provide roadmap for ongoing testing cadence

Train your team on measurement upgrades

Output: Incrementality Operating System

What you get

Clear, contribution-based performance view, and the system to sustain it.

Channel-by-channel incrementality factors

Know the true lift each channel drives, stripped of attribution bias.

Channel-by-channel incrementality factors

Know the true lift each channel drives, stripped of attribution bias.

Channel-by-channel incrementality factors

Know the true lift each channel drives, stripped of attribution bias.

Channel-by-channel incrementality factors

Know the true lift each channel drives, stripped of attribution bias.

Budget allocation framework

Data-backed recommendations for where to shift spend to maximize incremental growth.

Budget allocation framework

Data-backed recommendations for where to shift spend to maximize incremental growth.

Budget allocation framework

Data-backed recommendations for where to shift spend to maximize incremental growth.

Budget allocation framework

Data-backed recommendations for where to shift spend to maximize incremental growth.

Measurement implementation plan

A roadmap for embedding incrementality insights into your day-to-day reporting.

Measurement implementation plan

A roadmap for embedding incrementality insights into your day-to-day reporting.

Measurement implementation plan

A roadmap for embedding incrementality insights into your day-to-day reporting.

Measurement implementation plan

A roadmap for embedding incrementality insights into your day-to-day reporting.

Future-proof testing engine

A repeatable system for running ongoing incrementality tests — keeping performance honest over time.

Future-proof testing engine

A repeatable system for running ongoing incrementality tests — keeping performance honest over time.

Future-proof testing engine

A repeatable system for running ongoing incrementality tests — keeping performance honest over time.

Future-proof testing engine

A repeatable system for running ongoing incrementality tests — keeping performance honest over time.

Work

Sprints and growth retainers in action.

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How we work differently.

Planning meets doing

AI-powered workflows let us move fast on the mechanics so we can spend time on what matters: the decisions that actually change outcomes.

Speed without shortcuts

AI-powered workflows let us move fast on the mechanics so we can spend time on what matters: the decisions that actually change outcomes.

Build value, don't burn it

Every sprint creates something that compounds—frameworks you can reuse, insights that inform future bets, capabilities that outlast any single campaign.