Incrementality Lift Planner
Plan holdout tests to measure true incremental lift of ad campaigns. Enter values for instant results with step-by-step formulas.
Worked Examples
Example 1: Successful Campaign
Problem:Test Conv 5.5%, Control Conv 5.0%. Test Size 90k.
Solution:Diff = 0.5%. 90,000 * 0.005 = 450 Incremental Orders.
Result:+10% Relative Lift
Example 2: Cannibalization
Problem:Test Conv 5.0%, Control Conv 5.0%.
Solution:Diff = 0%. Ads just paid for conversions that would have happened anyway.
Result:0% Lift (Wasted Spend)
Frequently Asked Questions
What is Incrementality?
The measure of the true causal impact of marketing. It answers: 'Would these customers have bought anyway if I hadn't shown them an ad?'
What is Relative Lift?
The percentage increase over the baseline. If baseline is 2% and test is 3%, the absolute lift is 1% but relative lift is 50%.