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INCREMENTALITY TESTING
Understand the true incremental impact of your media.
Measure the net-new customers, conversions, and store visits your campaigns drive beyond the demand that was already there.
Big Brands. Local Businesses.
60,000+ Campaigns Delivered.
What would have happened without your media?
Most reports give your ads credit for everyone who saw them and then took action. But plenty of those people were coming anyway. So it is difficult to tell whether your media found anyone new or simply took credit for demand that already existed.
Measure what each
channel adds.
We compare people who saw your ads with people who did not. That shows the new customers, visits, and conversions each channel brought in, including what CTV adds on top of linear or anything else you already run.
Use that clarity to direct your next dollar where it can have the greatest impact.
MEASUREMENT
Choose a customized measurement approach that fits your campaign goals.
Every method answers the same question: what would have happened without your media? We choose the approach that fits your goals, your data, and your channel mix.
Each method compares people or markets that saw your ads with a matched group that did not, helping separate real lift from the demand you already had.
Geo holdouts
Measure lift market by market. Run media in test markets and hold it back in matched control markets to measure the regional lift your campaign created. A strong fit for local businesses and for measuring what CTV adds to a linear TV buy.
A/B tests
Measure lift audience by audience.Split your audience into an exposed group and a control group that does not see your ads. The difference shows what your media caused.
Conversion lift
Quantify the conversions your media caused.Measure the extra purchases, sign-ups, and leads your campaign drove beyond your baseline, across online and offline conversions.
Foot traffic list
Measure the store visits your media drove.Find out whether your media brought more people through your doors by comparing store visits from exposed audiences against a matched control group.
Built-in testing
Test your media without wasting budget.We build incrementality testing into the platform where your media is bought and delivered. That means cleaner test design, no budget wasted on placeholder ads, and results tied to the outcomes you actually care about.
Online + Offline outcomes
Connect media to real-world outcomes.Measure lift on website conversions and in-app actions, plus offline results like store visits and in-store sales through location and sales data partners.
Incremental reach across CTV and linear
See the incremental reach CTV adds.See how many households your CTV campaign reached that your linear TV buy missed, down to the local market level.
Geo holdouts
A/B tests
Conversion lift
Foot traffic list
Built-in testing
Online + offline outcomes
Incremental reach across CTV and linear
ATTRIBUTION INTEGRATION
Connect lift measurement to the tools you already use.
Already using a multi-touch attribution platform? Strategus can feed campaign data into Northbeam, Triple Whale, and other MTA partners, so CTV, streaming, and display show up alongside search and social.
Your team gets one view of how every channel contributes, making it easier to see the value of upper-funnel media that click-based models often miss.
Northbeam
Send Strategus campaign data into Northbeam to see how CTV and programmatic media contribute alongside the rest of your marketing mix.
Triple Whale
Connect Strategus campaigns to Triple Whale so ecommerce brands can see how streaming and display drive online revenue.
Other MTA Partners
Using a different attribution platform? We can share campaign data with other MTA partners to fit the stack you already have.
WHAT WE SOLVE
Explore More Goals
Increase Revenue and Sales
Turn screen time into pipeline and closed revenue you can measure.
Generate Leads
Fill the funnel with qualified, ready- to-talk prospects.
Drive Foot Traffic
Move nearby audiences from the couch to your front door.
Increase Website Traffic
Send high-intent viewers straight to your site.
Book a demo
Ready to see the incremental lift behind your next campaign?
Plan measurement from day one and quantify the net-new customers, conversions, and visits your media drives.
