Attribution & Testing
Stop guessing. Start testing.
The Problem
Multi-touch attribution models are just math on top of bad data. They rearrange credit between touchpoints but never answer the real question: did this campaign actually cause incremental revenue? Incrementality testing does.
How It Works
Measurement Audit
We review your current attribution setup and identify where it's misleading you.
Test Design
We design incrementality tests — geo-lift, holdout, or switchback — tailored to your channels.
Execution Support
We guide your team through test execution, ensuring statistical validity.
Analysis & Reporting
We deliver causal impact analysis with confidence intervals and actionable recommendations.
What You Get
- Attribution model audit with identified blind spots
- Incrementality test design document
- Geo-lift or holdout test framework
- Statistical analysis with causal impact estimates
- Recommendations for ongoing measurement strategy
Who It's For
Performance marketing teams tired of attribution theater — who want to know what actually drives incremental revenue.
What This Looks Like in Practice
A SaaS company was attributing 40% of conversions to branded search. A geo-holdout test on branded search revealed that 85% of those conversions would have happened anyway. Reallocating that budget to prospecting channels generated a true incremental lift of 22% in new customer acquisition.