MEASURE THE TRUE LIFT OF YOUR MEDIA WITH REAL-WORLD EXPERIMENTS

Measure media lift with the precision only the most trusted scientific method can deliver—randomized control trials—and calibrate your attribution model for maximum accuracy.

incrementality experiments

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INCREASE IN ADVERTISING ROI

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HIGHER ROI THAN MMM ALONE

Join over 200 marketing teams making data-driven decisions with confidence

Randomized control trials are the most powerful tool in econometrics—the branch of economics that studies cause and effect. When a market is randomly segmented into two geographic regions with similar traits and simultaneously exposed to the same marketing, prices, and promotions, you’ve created ideal conditions for an experiment. Because the only difference between the segments is that one sees your ads and the other doesn’t, you can isolate and measure the impact of that channel using the gold standard of the scientific method.

What makes incrementality experiments so powerful is their ability to uncover true causal relationships—rather than misleading correlations. For example, if you announce a promotion to your email list, some subscribers will search for your brand and click on your Google brand ads. This creates a strong correlation between brand ad spend and sales—but the sales weren’t caused by the ad spend. A third factor—a confounder—drove both: the promotion.

The same logic applies to ad delivery algorithms. When you run a promotion, people are more likely to buy—and platforms serve ads more often to those with the highest likelihood to convert (like your email subscribers). So while these ads may appear to drive results, they often add little incremental value.

Incrementality testing controls for these confounders. If the promotion goes out to all regions, but only some regions see the ads, you can isolate the effect of the ads themselves—separating their impact from the promotion’s. That’s how you get to the *true* lift.

custom audiences

How It Works

incrementality media mix modeling

STEP 1: SELECT THE EXPERIMENT TYPE

Choose between a holdout test (to see how much sales drop when you pause a channel) or a scale-up test (to see how much sales rise when you increase spend). While holdout tests measure ROAS at your current budget, scale-up tests measure ROAS at a higher spend—and calculates the incremental ROAS between the two.

STEP 2: DESIGN YOUR EXPERIMENT

We’ll automatically select the best regions and experiment duration to ensure a large enough sample size for statistically significant results. Regions are chosen to accurately represent your market while accounting for only a small share of revenue—to prevent interfering with your most profitable areas. Because each test runs in a separate geographic market, our platform supports up to three simultaneous tests.

STEP 3: ANALYZE THE RESULTS

Our platform shows how much revenue changed during the experiment—and whether that change is statistically significant. We use the synthetic control method (SCM) to estimate the causal impact of your campaign, comparing actual revenue to the counterfactual: what would have happened without the intervention, based on a weighted average of the control regions.

STEP 4: CALIBRATE YOUR MEDIA MIX MODEL

One of the biggest advantages of incrementality testing is the ability to calibrate causal inference tools like media mix models. While attribution models can work without incrementality tests, companies that combine both see a 59% greater increase in ROAS (35% vs. 22%). When you run incrementality tests with Data Speaks, your attribution models are automatically calibrated for maximum accuracy.

WHAT OUR CLIENTS ARE SAYING

roylemedia

roylemedia

Alex Gabriel, Digital Media Director

Data Speaks reveals true insights in my marketing mix that the ad platform reports miss entirely. It’s my go-to source of truth that allows me to confidently make data-driven media buying decisions, resulting in substantial increases in conversion volume and efficiency for my clients. The Data Speaks team provides outstanding onboarding, training and ongoing support, and have established themselves as a key agency partner.
Incrediwear

Incrediwear

Tony Tomassini, CMO

As a marketer, I need to know the ROI of every campaign and make every dollar count. With fragmentation and rising advertising costs, it’s imperative for us to track the actual revenue delivered back to the platforms —and we can’t rely on the platforms for accuracy. Data Speaks gives me the true attribution intel I need to guide my decisions and grow strategically.
Knack

Knack

Chad Mellen, CEO

Allocating our marketing budget to maximize growth was incredibly challenging before Data Speaks. With multiple data sources, each independent of the other, every channel told us a different story and it was hard to know what to scale and what to pull back. With Data Speaks, all our data is integrated. We can see what’s working, what isn’t, and determine what to do about it. As a CEO, that’s exactly what I need.
Searchlogic

Searchlogic

Bryan Butler, VP of Marketing, Search Logic

Data Speaks has completely changed how we approach media buying. Instead of relying on misleading ad platform attribution, we now have a clear, accurate view of what’s actually driving conversions. The ability to validate performance through real-world incrementality testing gives us—and our clients—confidence in every decision. Our campaigns are more effective, our clients are happier, and we’ve gained a serious competitive edge. It’s a huge part of why prospects choose SearchLogic.
Scratchmarketing

Scratchmarketing

Scott Boulis, President

When performance improves, clients are happier, invest more, and send us more business. And when we pitch new accounts, we can show them that we have access to insights that other agencies don’t. Data Speaks helps us deliver better results for our clients and sign up more new clients than ever before.
Oxmedia

Oxmedia

Jed Kent, Co-founder, Ox Media

"Data Speaks has become a critical part of how we guide our clients' media investments. Each ad platform tracks conversions differently, often leading to data overlap, inconsistencies, and either inflated or underreported results. Data Speaks cuts through that noise, giving us a unified, objective view of performance across channels. It helps us understand what is truly driving results, which allows us to make smarter, more confident budgeting decisions. The ability to layer in incrementality testing only strengthens our approach, giving us an even clearer picture of impact."
Airandanchor

Airandanchor

Omar Ajaj, Managing Partner

We were relying on ad platform data to guide our investments, but the impact just wasn’t showing up in our results. Now, we can finally see how much revenue each channel actually drives and make smarter decisions with our ad spend. The platform has been very useful, and I feel like we’re only at the tip of the iceberg. On top of that, the guidance and insight we’ve gotten throughout the process—especially during our business review—has been incredibly valuable. I can’t thank you enough.
Endurance Products

Endurance Products

Joe Brunner, President

Our sales had been dropping for a few years. We spent a fortune on agencies and consultants, but nothing changed. Data Speaks has been a game changer to help turn our revenue in the right direction. We’ve been very pleased with the growth our business. This comes with no surprise; solid communication creates efficiency in decision making; it’s amazing how much easier it is to form the right business decisions by utilizing data collected over time.

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