Causal Lift Attribution

Measure the incremental impact of marketing spend.
The journey of a customer called Olivia who sees a video (not tracked) searches and clicks ad (tracked and claims credit) then later purchases after a few more interactions, not all of which can be tracked.

What’s the true impact of your marketing spend?

For example, just because a customer clicked on an ad before purchasing doesn’t necessarily mean the ad caused the purchase. In reality, they might have been planning to buy anyway, making the ad more of a coincidence than a driver of sales.

On the other hand, your Youtube awareness campaign drove purchases with no click attribution.

The causal approach

It's akin to a randomized control trial (RCT) where you compare outcomes between a group exposed to marketing and an unexposed control group. But instead of testing with individuals, it randomizes across geographic regions. By exposing some regions to marketing while holding others back, you can directly measure the incremental lift your marketing generates.
A map of the USA with counties coloured according to whether they are exposed to Meta or not. Also a table of results showing counties exposed to Meta had a 4% increase in sales compared to the baseline.

How it works

A chart showing sales over time for two cells: exposed to Meta and not exposed to Meta, with the exposed group starting to diverge positively after the intervention begins.
1
We analyse your historical sales and provide a comprehensive experiment design and simulation: geographical regions selection, duration and results accuracy range.
2
We implement the geographical targeting of the campaigns you want to test.
3
You can monitor the results in our report and uncover the incremental conversion value, true CAC and ROAs of your campaigns.
Causal lift is ideal for $5m+ revenue brands.