Our Incrementality (Lift) Test service is a specialized form of A/B testing designed to accurately measure the true, incremental value of your marketing efforts beyond the overall impact of your brand. It helps you understand how much of a difference each specific activity or channel truly impacts business growth.
What is an Incrementality (Lift) Test?
The Lift Test is a type of A/B test focused on quantifying the incremental value generated by a specific marketing treatment. It works by establishing a control group (the holdout group) that does not receive the marketing treatment, while the test group does. By comparing the conversions generated by the two groups, we can isolate the direct growth attributed specifically to the marketing campaign.
Key Benefits:
- Accurate ROI Measurement: Clearly see the direct return on investment (ROI) by attributing growth strictly to the marketing activity being tested.
- Optimize Investment: Use data-driven insights to close the loop between campaigns and revenue, allowing you to optimize your budget and resource allocation across different channels.
- Data-Driven Decisions: Move beyond general performance metrics to truly understand which marketing initiatives drive real, additional business results.
How Incremental Lift is Measured:
Incremental lift measures the difference in conversions between the test group and the control group. The lift is calculated using the formula: (Test conversions – Control conversions) / Control conversions x 100 = Lift percentage. This metric provides a clear, quantitative understanding of the added value of your marketing investment.