Prove which channels actually cause growth
Geo-based experiments that measure real causal lift on profit and customers. Not clicks, not modeled estimates, not platform claims.
Geo-basedtreatment vs control
4–6 weekstypical test duration
Causal liftnot correlation
Four experiments that answer your biggest questions
Does this channel actually work? Change spend in treatment regions and measure the causal impact on sales, profit, and CAC.
Should we add this channel? Introduce spend in test regions and see if it creates incremental revenue or just cannibalizes existing.
What happens if we spend more? Validate whether the MMM response curve predicts correctly at higher spend levels.
Is bidding on your own brand incremental? Often reveals branded search is claiming credit for organic conversions.
See the real incremental effect on profit and customers
Every test compares treatment vs control regions. The result is a causal measurement of lift, not correlation, not modeled estimates. This is what actually happened because of your marketing.
Incrementality results
Estimated incremental revenue per channel based on geo-holdout tests run over the last 8 weeks.
By channel
ChannelSpendIncrementaliROASLiftConf.Meta Ads€42,300€118,4402.80+14%HighGoogle Search€38,100€95,2502.50+11%HighGoogle Shopping€29,500€56,0501.90+7%MedTikTok Ads€18,200€27,3001.50+5%MedDisplay / Programmatic€12,800€7,6800.60+2%Low
“Since we started using Dema, we can optimize our budgets for the most profitable growth in real time.”
From one test to a calibrated model to a budget decision
Set up a geo-test in minutes. Results feed the model as ground-truth anchors, and the agent turns both into a recommendation you can act on.
Run a geo-test
Pick a channel, country, and campaigns. Dema handles the geo-split, power analysis, and statistical evaluation.
Calibrate the model
Test results feed into MMM as ground-truth anchors, keeping response curves honest.
Act on the results
The agent combines test results and MMM curves to recommend budget shifts and flag opportunities.
Frequently asked questions
Incrementality testing is a controlled experiment that measures the causal effect of marketing spend. Dema uses geo-based tests: spend changes in treatment regions while control regions stay unchanged, and the difference in outcomes is the incremental lift. Because it's an experiment rather than a model, it shows what actually happened because of your marketing.
Most tests run 4-6 weeks including a 2-week post-treatment observation period. Setup takes minutes: pick a channel, country, and campaigns, and Dema handles the geo-split, power analysis, and statistical evaluation.
Attribution divides credit among touchpoints that were already recorded, so it can only describe conversions it observed and it inherits each platform's reporting bias. Incrementality testing withholds or adds spend and measures the difference in actual outcomes, which answers whether the spend caused anything at all.
They're stronger together. Incrementality tests answer specific causal questions ('Does Meta in Germany work?') but can't cover every channel every month. MMM gives continuous, full-mix measurement, and incrementality results calibrate the model so it stays accurate.
Connect your ad platforms (Google, Meta, TikTok), your e-commerce platform (Shopify), POS or store systems, and your cost data. Dema builds the unified data model automatically. Most teams are set up within a day.