Incrementality Testing
Know what caused your sales
Causal geo-lift tests, designed and run by our marketing science experts, feeding straight back into the numbers you already plan on.
What are incrementality tests?
Did they buy because of the ad, or were they already going to buy? Fospha's Incrementality Testing answers that with a controlled experiment: our measurement science team changes spend in a set of test markets, then compares results to matched control markets where nothing changed.
Proof for the big budget calls
You won't be left interpreting a deck alone
Results that live beyond the readout
How Incrementality Testing works
Tests are designed around the questions with real budget on the line. We answer them with a controlled experiment: split regions into test and control, change spend in one, and measure the gap in real orders. Our measurement science team designs and runs every step, so you're never left alone with the outcome.
Start with the big question
'Does increasing upper-funnel spend in the lead-up to peak generate incremental revenue?' The hypothesis you've always had but needed evidence for, before budgets are signed off.
Built around your media strategy
The measurement science team works with you to identify the most valuable questions to answer, then plans each test around the moments in your media strategy where the learnings will have the greatest impact.
Test, run, monitor
We use a technique called a Geo Lift, changing spend in matched markets and comparing it against a control market. We test and monitor it closely, so the read stays reliable through to results.
A recommendation, wrapped in expertise
Every test starts with a decision to make and ends with a clear next move: scale, change, or stop. An answer anyone can understand, not just numbers with no meaning.
Use Incrementality Testing to
Defend your dollars
Incrementality tests are the gold standard for scientifically proving what's driving sales, evidence finance trusts, ready for the room where the decision gets made.
Settle the debate
When your results give mixed signals, Incrementality Tests settles it with real causal data.
Take the big bet
Prove a channel drove orders that would not have happened anyway, before you commit more budget to it.
FAQs
Yes. Fospha MCP connects your Fospha measurement directly to AI tools like Claude and ChatGPT - so you can ask questions about your performance data in plain language and get answers back in seconds, using the same data that's in your Fospha dashboard. No login required.
MCP works with Claude and Cursor today, with ChatGPT and Perplexity coming next. You'll need an enterprise AI account (Claude for Work, ChatGPT Enterprise, or equivalent) to connect it.
Speak to your account manager to get set up.
Getting started with Fospha is quick and painless—most of our clients are up and running in less than 28 days with minimal effort.
All we need is admin access to your ad accounts, Google Analytics, and eCommerce platform—no coding or IT department needed!
Here's how it works:
- Initial Setup (about 3 hours): We'll help you connect your data through our easy-to-use onboarding portal.
- Data Validation (1-2 weeks): We'll verify your connections while you review initial insights for accuracy.
- Go-Live (by Day 28): You're all set! Full platform access with 24 months of historical data immediately available.
Your team includes an Onboarding Specialist for setup, a Customer Success Coordinator for ongoing support, and an Account Manager to help turn insights into growth opportunities
Fospha delivers the fastest time-to-value in marketing measurement, with most clients fully live in under 28 days.
Your onboarding timeline:
- Setup (3 hours): Connect your ad platforms, GA4, and eCommerce data via our easy-to-use Onboarding Portal.
- Data Validation (1-2 weeks): We reconcile and verify your data for accuracy, ensuring seamless measurement.
- Go-Live (by Day 28): Access 24 months of historical data from day one and start optimizing your performance immediately.
We take accuracy seriously. Our model undergoes daily quality checks to ensure reliable, fair measurement you can trust. Here's how we ensure accuracy:
- Data Validation First: Before anything enters our model, we verify your tracking is consistent across platforms, identify any gaps between channels, and run daily checks to confirm outputs align with expected patterns.
- Historical Back-Testing: We prove our value by showing how our model would have accurately predicted your past performance trends, giving you confidence our recommendations are reliable.
- Outlier Capping: During major sales events like Black Friday, ad platforms typically over-claim credit. Our system automatically adjusts the outputs on high-traffic days to maintain a fair picture of what's really driving results.
Yes, Fospha is built for privacy-first measurement, today and in the future.
For 10+ years, we've led the shift away from pixel-based tracking, building our solution to meet global privacy standards like GDPR, CCPA, and iOS14+, and preparing for changes like Google’s Privacy Sandbox.
Here’s how we do it:
No third-party cookies or user-level tracking: Our model doesn’t rely on personal identifiers or outdated tracking methods
- Privacy-first by design: Fospha combines always-on measurement signal with Daily MMM to restore visibility lost to privacy changes—without compromising compliance
- Proven compliance: Trusted by global brands across the US, UK, and EU, Fospha meets the highest privacy standards
Fospha uniquely combines the best of both worlds by unifying always-on measurement signal with Daily MMM - something our competitors simply don't offer.
While platform-native dashboards miss upper-funnel impact due to signal loss, and traditional MMM lacks the speed and granularity for daily decisions, we deliver:
- The granular, ad-level measurement insights for tactical optimization
- The predictive power and total channel visibility of our Daily MMM, fairly crediting both demand generation and capture channels
Our unified approach, refined through 10+ years of working with hundreds of brands, corrects the common measurement bias toward last-touch channels - properly valuing the complete channel mix from awareness to conversion.
Fospha measures your entire channel mix, from brand awareness to conversions, giving every channel fair credit using privacy-safe Daily MMM.
We cover everything that drives growth - across web, app, and Amazon - and unify it into a single, unbiased view.
What sets us apart:
- Halo Effect: Reveal how Meta, TikTok, and Google ads drive sales on Amazon - with unified ROAS across DTC and marketplace
- TikTok Shop: Track in-app and on-site purchases together, giving you full visibility into TikTok performance beyond what Google Analytics can capture
- App Sales: We model app and web sales separately to reflect how customers behave on each platform
With Fospha, you measure what matters - no blind spots, no wasted budget, just smarter growth.
Immediately.
Fospha gives you full-funnel, privacy-safe measurement from day one—so you can optimize spend, measure true channel impact, and make smarter decisions faster. Here's how different teams benefit from Fospha from day 1:
For Performance Marketers & Growth Teams:
- Stop wasted spend & scale smarter – Use Spend Strategist to forecast ROAS, conversions, and revenue at different spend levels—helping you scale efficiently.
- Optimize within & across channels – Get ad-level insights to improve performance and shift budgets strategically, even when direct reallocations aren’t possible.
For Marketing & Finance Leaders:
- Confident, bias-free reporting – Move beyond last-click limitations with independent, privacy-safe measurement trusted by CMOs and CFOs.
- Smarter budget decisions – Use Spend Strategist to forecast the most efficient spend levels before committing budget.
- See the full impact of marketing – Get daily, MMM-powered insights that quantify brand-building and performance marketing together.
No blind spots, no wasted budget - just better decisions from the very start.
