7 Incrementality Measurement Tools to Try in 2025

How much additional sales are truly generated by your marketing efforts? It’s a question that marketing teams grapple with daily—and one that CFOs and CEOs expect to be answered with hard data and rigorous measurement methodologies. Yet too many marketers struggle to prove that their campaigns deliver measurable, incremental growth.

Today, understanding the true incremental sales impact of marketing is more critical than ever. It gets to the very core of why marketing teams exists: are they delivering more than we are investing?

Luckily, there's tools that can help marketers understand the incremental sales impact of their channels. Incrementality measurement tools help marketers isolate the real value of their media spend, and help ensure every dollar spent delivers measurable growth. In this post, we’ll explore the tools to consider in 2025.

Here’s what we’ll cover:

• What is incrementality in marketing?
• Why is measuring incrementality growing in popularity?
• Two main technologies for measuring incrementality
• 7 tools for measuring incrementality in 2025

What is incrementality in marketing?

Let's start with a statement:

Not every sale is a direct result of your media efforts—many would have occurred organically, with only a portion truly driven by your campaigns. Incrementality in marketing refers to the measurement of the additional sales generated by a specific campaign or tactic beyond what would have occurred naturally. By isolating the true uplift provided by each of your media channels, you can determine which of them are driving genuine growth.

As an example, ad platform attribution often reports inflated conversion numbers, because it cannot distinguish between buyers who would have converted without the ad, and buyers who converted because of the ad. Incrementality measurement tools can provide you with the % of conversions that were truly driven by media, as illustrated below.

This insight is essential for optimizing budgets, improving ROI, and making smarter marketing decisions.

Why is measuring incrementality growing in popularity?

Incrementality measurement is gaining traction because it offers a clearer picture of media effectiveness, compared to the currently dominating measurement tools, typically based on attribution. There's three reasons why incrementality is gaining popularity right now.

1) Challenges with attribution have gained awareness

Awareness of the challenges in attribution have gained popularity only in recent years.

Google Analytics 4 last-click: This is the most popular cross-channel measurement user by marketers. In this method, the last touch-point before purchase gets all the credit. Because of this, last-click is over-reporting the effectiveness of channels close to conversion, such as branded search, and under-estimating the effectiveness of all media eaerlier in the purchase journey, such as most social media channels. Below is an image of typical multipliers one needs to apply to GA4-estimated ROAS for Meta channels to arrive at their full impact. Read the full study.

Ad platform attribution: Most ad platform- reported conversions are inflated because the methodology cannot distinguish between conversions that would have occurred without ads, and ones that were driven by the ads. For example, the share of truly incremental conversions is typically very low for retargeting campaigns to existing customers, but higher for prospecting campaigns to new customers.

2) Digital marketers want to understand how much offline sales they are driving

Many performance marketing teams with retailers and other businesses with offline sales have started realizing that they are not measuring the full impact of their sales. Offline sales impact of digital media is not measured by attribution.

3) Privacy trend is negatively impacting attribution tracking

With increased privacy measures and browser limitations, tracking user behavior has become more challenging. These restrictions can lead to data gaps in attribution, making it harder to accurately attribute sales.

Two main technologies for measuring incrementality

Understanding your marketing’s incremental lift can be measured with two primary methodologies:

1) Marketing Mix Modeling (MMM)

Marketing Mix Modeling , or MMM, is an approach for estimating marketing’s ROI through time-series analysis. The model learns each channel's sales impact by analysing historical data on marketing activities and sales, as illustrated below:

As an output, MMM provides base sales (sales you would get without media), incremental sales driven by each media channel, incremental sales driven by other factors, such as promotions. Marketing Mix Models also provide ROIs and response curves for each marketing activity. For higher quality, today's Marketing Mix Models are calibrated with experiments (for example geo hold-out tests) and attribution data.

For eCommerce and DTC brands, MMM typically drives +6.5% more revenue, originating from campaign-optimization (+2.9%), optimising budget allocation across channels (+1.6%), and optimising budget pacing (+2.0%), as illustrated below. Read the full study.

Strength of MMM: Get continuous ROI measurement for all channels and campaigns.

2) Experiments (Incrementality tests)

Incrementality tests, such as geo experiments, involve setting up controlled experiments to compare exposed versus unexposed groups. Insights about media effectiveness, such as media ROI and incrementals sales driven by media are derived from the comparison. Experiments are typically conducted for one channel at a time.

Strength of Experiments: If done correctly, an experiment can provide high quality insights for one channel for a specific test period.

Should I use Marketing Mix Models or Experiments?

It's not either or, it's both. The two methodologies work best hand-in-hand. The best practice is to use a Marketing Mix Model for getting comparable continuous ROI measurement for all channels from a single source, and using experiments periodically to validate and calibrate the MMM.

7 tools for measuring incrementality in 2025

Below we’ve included a list of tools to consider for incrementality measurement in 2025. Let’s dive in:

1) Sellforte

Summary: Sellforte is a holistic incrementality measurement SaaS for retail, eCommerce and DTC brands, providing Marketing Mix Modeling, and Geo Lift study analysis.

Sellforte's Marketing Mix Modeling SaaS provides continuous incrementality measurement for each ad platform, advertising channel, and campaign. Sellforte has a user-friendly interface which helps advertisers quickly analyze marketing activities that perform well in driving incremental revenue, and activities which have low ROI.

Sellforte is a Next Gen MMM platform:

• Onboarding is fast & easy: Users spend 15-30min connecting their data, and MMM results are available in 1-2 weeks.
• High Quality MMM results: Sellforte is calibrated with experiments and attribution data.
• Campaign-level results: Get ROI and recommended budget for each campaign.
• Geo lift analysis is integrated into the platform, for validating MMM results, and calibrating the MMM.

Sellforte offers a free trial for qualifying eCom / DTC brands and retailers to test the platform.

2) Meridian by Google

Summary: Meridian is a Google-developed open-source Marketing Mix Modeling code library, that enables companies build a custom MMM solution.

Meridian empowers organizations to construct custom marketing mix models. It is based on Bayesian Marketing Mix Modeling, and includes many developments studied by Google Research teams over the years. With Meridian, skilled analysts and data scientists can create Marketing Mix Models:

• Building models with python
• Reviewing model outputs (such as Marketing ROI , Diminishing return curves ) in plotted graphs.
• Optimizing media budget allocations by building scenarios with python and reviewing output as plotted graphs

Meridian makes it faster for data scientists to build Bayesian Marketing Mix Models, compared to developing MMM features themselves, such as adstock or diminishing returns , themselves.

Meridian can be suitable for companies who have experienced data science and software development teams willing to build a highly tailored MMM solution almost from the ground up. Compared to a full-fledged MMM solution, such as Sellforte, Meridian is lacking a user-interface that enables marketers to conduct analysis and optimize scenarios. Meridian also does not have data connectors to ad platforms, automated data processing pipelines, or automated model calibration flows.

3) Robyn by Meta

Summary: Robyn is a Meta-developed open-source Marketing Mix Modeling code library, that enables companies build a custom MMM solution.

Robyn by Meta is an open-source Marketing Mix Modeling library that enables businesses to develop bespoke marketing mix models. Robyn MMM uses Facebook's Nevergrad library, as well as the Prophet library. Nevergrad is an optimization library that uses modern machine learning techniques, such as Bayesian optimization and genetic algorithms, to find the best parameters for a given model. Robyn MMM uses a technique called hyperparameter optimization, which involves running the model thousands of times with different parameters to find the best combination of parameters that produces the most accurate results.

Similar to Meridian, Robyn can be suitable for companies who have experienced data science and software development teams willing to build a highly tailored MMM solution almost from the ground up. Compared to a full-fledged MMM solution, such as Sellforte, Robyn lacks user-interface that enables marketers to conduct analysis and optimize scenarios. Robyn also does not have data connectors to ad platforms, automated data processing pipelines, or automated model calibration flows.

4) Haus.io

Summary: Haus.io is a 2021-founded startup specialized in conducting geo-based experiments.

Haus.io summary from their website (2025 Feb 24): "Measure incrementality, make smarter marketing decisions. Launch experiments in minutes with the Haus marketing science platform. Measure the precise business impact of every advertising effort — online and offline."

5) Meta Conversion Lift Test

Summary: Meta's Conversion Lift can be used to test incrementality of Meta's channels.

Meta Conversion Lift Test is integrated within Meta’s advertising ecosystem. It allows advertisers to run controlled experiments directly on the platform, measuring the incremental effect of Meta advertising.

The main advantage of conversion lift tests within the ad platforms, such as Meta and Google, is that their test setup resembles (although with limitations) randomized controlled trials (RCTs), which are typically considered one of the best methods for estimating causal effects. The main idea in conversion lift tests is to divide the target audience into test group and control group, and derive insights about marketing’s incrementality by comparing the two groups. Typically, the test group sees the specific ad to be tested, and the control group sees a blank space.

6) Google conversion lift test

Summary: Google's Conversion Lift can be used to test incrementality of Google's channels.

Similar to Meta's Conversion Lift Test, Google Conversion Lift Test offers a framework for running incrementality experiments within Google’s ecosystem. This tool delivers granular insights into how Google's media drive incremental conversions.

7) TikTok Split testing

Summary: TikTok split testing tool can be used to run A/B experiments in TikTok to derive insights about ad performance.

TikTok Split Testing provides advertisers with the ability to conduct A/B tests directly on the platform. By comparing different creative approaches and campaign strategies, marketers can uncover the incremental value of their ads within TikTok’s ecosystem.

Is Sellforte the incrementality measurement tool you’re looking for?

For a marketer, proving that your advertising is delivering more incremental sales than your are spending on media, can be a career-defining question. If you are ready to unlock the full potential of your media budget, start your free trial with Sellforte today .