Incrementality was broken. We fixed it.

We're pleased to announce Northbeam Incrementality, available now. Book a demo and discover how it can transform your business. 

Stop guessing what works. Start proving it with automated holdout tests, designed in minutes, built on your data, and monitored in real time.

Now you can run the trifecta of marketing measurement in one platform, all on the same data: multi-touch attribution, media mix modeling, and incrementality testing.

Modern marketers need causal truth they can act on daily, not one-off reports that sit in a silo. Northbeam Incrementality automates lift testing end-to-end and unifies results with your MTA so you can scale what works and cut what doesn't, with confidence.

Finally, lift testing you can trust.

Here's what nobody talks about: most marketing incrementality tests are broken before the results even come in.

A budget shift mid-test. A targeting edit you forgot about. Your control group was contaminated, and you made a six-figure decision on bad data. 

Your test design looked rigorous. But it was built on platform data, not your actual customer behavior. No conversion lag. No real-time monitoring. By the time results came in, the test had already broken.

This is the reality of incrementality testing today. We've heard from hundreds of marketers who've been burned by it. If you're reading this, perhaps you have too.

Here's what we see most often:

Contaminated tests. Mid-test spend shifts, targeting edits, and regional volatility can quietly invalidate results. Most tools don't tell you when a test has gone off the rails - or worse, you don't find out until after you've acted on the data.

Siloed outputs. Reports live outside your daily source of truth, making it impossible to reconcile lift with MTA reads, MMM guidance, and budget workflows.

Manual orchestration. Spreadsheet-driven setup and monitoring slow teams down and increase the risk of human error, especially when running multiple tests in parallel.

All of this results in wasted spend, endless frustration, and decisions made on data you can't trust. 

Marketers deserve better. So we built Northbeam Incrementality.

Northbeam Incrementality is a fully self-service, automated system that runs inside Northbeam to quantify true causal lift across channels, from test design through to actionable guidance.

Design a test in minutes. Every test is built on your MTA data, not industry templates. Each one is tailored to your business, not a generic proxy for it.

Skip the manual setup. Launch tests directly from Northbeam for clean execution every time. No spreadsheets. No vendor handoffs. No ad-hoc geo matching. Just pick your goals and launch.

Never run a compromised test. Northbeam monitors validity in real time and alerts you the moment something threatens test integrity before it ruins the result. It won't let you run a bad test. 

Automatically calibrate your MTA numbers. Once your test is complete, results flow straight into your MTA, creating an automated calibration layer you can trust when making daily decisions.

It replaces the disconnected readouts that never make it back into daily optimization. This is the future of incrementality: automated, accurate, and actionable.

We designed Northbeam Incrementality to automatically solve for the major challenges marketers face when working with incrementality.

End-to-end automation. From design to platform setup, pacing, cooldowns, validation, and teardown , all inside Northbeam, no spreadsheets required.

Bias control (geo + MTA depth). Region selection and balancing leverage conversion lag, Clicks + Deterministic Views, and behavioral patterns to reduce hidden bias versus geo-only methods. Tests are structured on your actual customer behavior, not platform-reported data. 

Continuous validation. The system validates pre-launch and daily, alerting you before drift undermines test integrity.

Unified measurement. Incrementality feeds back into your MTA, closing the loop between experimentation, attribution, and planning. Since all three analyses (MMM, MTA, Incrementality) live in the same tool, operating on the same data, you never have to worry about conflicting perspectives. 

Watch our webinar to learn what makes Northbeam Incrementality the only Incrementality tool you need. 

 Or, just get Northbeam Incrementality today. Book a demo now. 

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