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The Always-on Incrementality Platform
Teams
Built for your whole team.
Industries
Trusted by all verticals.
Mediums
Measure any type of ad spend
Use Cases
Many Possibilities. One Platform.
AI and Automation
The Always-on Incrementality Platform
In the world of digital advertising, the term "incrementality" has become increasingly important. Advertisers want to know not just whether their campaigns are driving conversions, but how many of those conversions would have occurred without the ads. In essence, incrementality measures the true causal impact of your advertising efforts, cutting through the noise to identify real, attributable results.
With Facebook Ads (or Meta Ads Manager campaigns), measuring incrementality is both crucial and challenging. Facebook offers in-platform tools like Conversion Lift Studies and GeoLift Experiments, while the INCRMNTAL platform offers a different perspective. Each method is valid and serves a specific use case, but understanding the nuances of these approaches is key to choosing the right one for you.
Let’s explore each option in detail and provide a side-by-side comparison to guide your decision-making.
The digital advertising ecosystem has evolved dramatically in recent years, driven by privacy changes, platform restrictions, and growing skepticism about attribution. Relying on last-click attribution or vanity metrics such as CPC, CTR, or Assisted installs often leads to inflated or misleading results. Here’s why incrementality is a game-changer:
With this context, let’s dive into the three main ways to measure the incrementality of Facebook Ads.
A Conversion Lift Study is Facebook’s in-platform solution for incrementality measurement. As a true randomized control trial (RCT), this approach provides scientifically rigorous results, but it does have its limitations.
Head over to Meta Ads Manager Experiments area and choose “Conversion Lift”. Follow the steps to setup a conversion lift study.
How it works:
Advantages of conversion lift studies
Challenges of conversion lift studies
GeoLift is Facebook’s regional incrementality testing tool. Instead of randomizing individuals, this method compares geographic regions where ads are active versus regions where they are paused.
Running a GeoLift test with Meta Ads Manager is slightly more complex than a conversion lift study, as it requires you to exclude certain regions from campaigns to control the areas where audiences will be exposed to your ads vs. ones you’ll holdout ads from.
How it works
GeoLift experiments are especially valuable for advertisers with physical locations or regional campaigns.
Advantages of GeoLift
Challenges of GeoLift
INCRMNTAL offers an innovative approach to incrementality measurement. Unlike Conversion Lift or GeoLift, INCRMNTAL does not require control groups or manual test design. Instead, it leverages machine learning and statistical models to estimate the causal impact of your campaigns.
All you need is to integrate your marketing data and ad spend using the INCRMNTAL UI and after the models are run once – the platform will show you the incremental value for all of your Facebook campaigns down to daily granularity.
How it works
Advantages of INCRMNTAL
Challenges of the INCRMNTAL platforms
How to choose the right method for you ?
Each of these methodologies has its place, depending on your goals, budget, and constraints.
Here’s a side-by-side comparison of the three methodologies:
Feature | Conversion Lift Study | GeoLift Experiment | INCRMNTAL |
Type of Study | Randomized Control Trial (RCT) | Regional Test and Control | Time-Series Analysis |
Cross-Channel Measurement | No | Limited (regional level only) | Yes |
Granularity | User-level | Regional-level | Campaign / Channel / Country / Platform |
Setup Complexity | Moderate | High | Low |
Budget Requirements | High (for statistical significance) | High (regional split) | Low to Moderate |
Privacy Compliance | Yes (using Facebook’s 1st party data) | Yes | Yes |
Time to Results | Slow (weeks) | Medium | Fast (real-time) |
Cost | Free (with ad spend) | Free (with ad spend) | Subscription Fee |
Flexibility | Facebook-only | Multi-channel (regional focus) | Multi-channel (holistic focus) |
Measuring the incrementality of Facebook Ads is no longer optional—it’s essential for advertisers looking to drive meaningful results in today’s complex landscape. Whether you choose a Conversion Lift Study, a GeoLift Experiment, or a platform like INCRMNTAL, the key is to align your methodology with your goals.
Incrementality isn’t just about proving your campaigns work—it’s about making them work smarter. Choose the right tools, and you’ll unlock the insights needed to optimize your ad spend, improve ROI, and make your marketing strategy truly data-driven.