Geo Incrementality Testing

Q: How do I know if I can run incrementality tests?

Incrementality test eligibility is based on historic order volume, as sufficient volume is needed to create geo pairs. A rough rule of thumb is that a business needs 3,000 monthly orders to qualify. A full analysis will determine your business eligibility.

Q: How long do incrementality tests last?

We generally structure our tests to run for 3-4 weeks, but each test is uniquely created to ensure statistical significance.

Q: How often should I run incrementality tests?

Because incrementality tests are a snapshot in time, our learning shows that you should retest each channel every 3 months to have the most accurate measurement.

Q: What channels can WorkMagic's incrementality tests measure?

Any marketing channel that has sufficient volume and the ability to control targeting at a geo level.

Q: How does this compare to channel's native conversion lift studies?

Ad channel's conversion lift studies use a less accurate testing approach that relies on estimating the results and is biased based on their ID graph. Also, ad channel's lift studies only measure the channel's results. WorkMagic's incrementality testing uses the most accurate methodology, geo-based match market incrementality tests, while measuring the cross-channel impact on all your channels, giving you the most accurate and complete measurement.

WorkMagic's Geo Incrementality Testing empowers brands to launch regional holdout tests automatically within the platform, revealing the actual lift generated by every marketing effort.

Smarter, Faster, and More Reliable

Automatic Holdout Management

No more human errors or confusions in test configuration. WorkMagic automates geo-based holdout setup, minimizing risk and ensuring reliable results—all within a few clicks.

On-Demand Lift Testing

Launch new lift tests anytime, directly within our platform. With built-in geo-pairing recommendations, you can ensure scientifically sound test setups without extra data science work.

Actionable insights in just 21 days

Traditional lift testing can take months. WorkMagic provides clear, data-backed results in as little as three weeks, helping you make faster and more confident decisions with immediate insights.

Your Marketing's Total Causal Effect On Growth

WorkMagic provides a holistic analysis of true incremental impact on your entire business, not just online DTC. From channel-level down to individual campaigns, compare different attribution models, measure halo effects, and understand cross-channel influence in one place.

Halo Effect

Cross-channel Impact

Drive Every Decision With Incrementality

WorkMagic calibrates attribution and MMM models with the results of your lift test. You can drive better day-to-day optimizations that index towards campaigns and ads that actually drove sales, and you can build budget plans that maximize the impact of every ad dollar at your disposal.

Upgrade your measurement with WorkMagic

98% Successful at Measuring Lift

WorkMagic’s Triangulated Measurement empowers our lift testing to build consistent, resilient, and easy-to-impelment tests that no other vendor can match.

Daily Modeling

Most lift testing vendors default to weekly modeling. We run our models daily to grab more observations and room to resolve anomalies that can muddy test results.

Flexible Approach

Geo-matching is a sensitive topic amongst data scientists, but ours aren’t that dogmatic. We’ll use market matching models that work best for your hypothesis.

Better Test Designs

Our native attribution layer informs our test budgets, which helps us design tests that are powerful enough to measure lift without compromising your business.

Daily Modeling

Most lift testing vendors default to weekly modeling. We run our models daily to grab more observations and room to resolve anomalies that can muddy test results.

Flexible Approach

Geo-matching is a sensitive topic amongst data scientists, but ours aren’t that dogmatic. We’ll use market matching models that work best for your hypothesis.

Better Test Designs

Our native attribution layer informs our test budgets, which helps us design tests that are powerful enough to measure lift without compromising your business.

Daily Modeling

Most lift testing vendors default to weekly modeling. We run our models daily to grab more observations and room to resolve anomalies that can muddy test results.

Flexible Approach

Geo-matching is a sensitive topic amongst data scientists, but ours aren’t that dogmatic. We’ll use market matching models that work best for your hypothesis.

Better Test Designs

Our native attribution layer informs our test budgets, which helps us design tests that are powerful enough to measure lift without compromising your business.

How does WorkMagic work

Estimated Time: 10-20 minutes

Plus 24-48 hours for data to be fully loaded

Connect accounts

Get started with a quick and straightforward onboarding experience that lets you connect your store and all marketing and sales channels within the WorkMagic platform. No coding or tech team support is required if you use the Shopify storefront.

Schedule incrementality test

Run and monitor incrementality tests

Review test results and calibrate attribution model

Estimated Time: 10-20 minutes

Plus 24-48 hours for data to be fully loaded

Connect accounts

Schedule incrementality test

Run and monitor incrementality tests

Review test results and calibrate attribution model

Estimated Time: 10-20 minutes

Plus 24-48 hours for data to be fully loaded

Connect accounts

Schedule incrementality test

Run and monitor incrementality tests

Review test results and calibrate attribution model

Measure Across Your Marketing Channels

The Secret Behind Graza’s 20% Boost in Marketing Efficiency

Uncovering the Halo Effect of a Full-funnel TikTok Strategy through Geo Incrementality Testing

The Truth About CTV Ads: WorkMagic Cemented CTV as a Top Performer for Branch Furniture

56% of AppLovin Sales Were New: How True Classic Used Incrementality to Fuel Growth

How Branch increased revenue from Meta ads by 113% with incrementality-based attribution

From Views to Value: Uncovering YouTube’s 2.7x Impact on Salt & Stone’s Omnichannel Growth

and many more

FAQ

What's the difference between WorkMagic's Data-Driven Attribution and Incrementality-based Attribution?

Data-driven attribution is WorkMagic's starting attribution model for brands. This is the best solution for smaller brands. Incrementality-based attribution is a brand-specific attribution model that is calibrated by a brand's incrementality tests. This is the best solution for brands that have sufficient volume for incrementality tests (~3,000+ orders a month).