Quick Verdict
Sellforte scores 27 out of 31 in our structured evaluation; Measured scores 17 out of 31.
Measured is a strong platform for geo testing and A/B test analysis, with solid experiment design features and a track record with performance-focused DTC and ecommerce brands.
Sellforte is the broader platform: it covers all three incrementality test types (geo, A/B, and conversion lift), unifies them into a single experiment library, provides deeper MMM integration, and meets enterprise IT requirements that Measured does not yet address.
If geo testing and A/B testing cover your entire incrementality program and conversion lift tests are not a priority, Measured is a credible choice. If you need conversion lift ingestion, a complete unified experiment library, full MMM calibration tooling, or multi-region enterprise support, Sellforte is the stronger fit.
Introduction and Table of Contents
This article compares Measured and Sellforte head-to-head on incrementality testing capabilities, using the same 31-criterion framework we developed for our in-depth comparison of all major incrementality testing vendors. Here's what we're covering in this article
- Quick Verdict
- How We Evaluated
- About the Vendors
- Side-by-Side Scorecard
- Category-by-Category Breakdown
- Where Measured Wins
- Where Sellforte Wins
- Which Should You Choose?
- Frequently Asked Questions
How We Evaluated
Both platforms are scored against the same 31-criterion, 7-category framework developed for our in-depth comparison of incrementality testing tools in 2026. The criteria are presented in full detail in How to Choose an Incrementality Testing Tool: 31 Evaluation Criteria. They were derived from more than 700 discussions with marketers and marketing analytics professionals across retail, ecommerce, DTC, travel, and restaurants.
Each criterion is scored 1 (fully supported), 0.5 (partially supported or inconclusive evidence), or 0 (not supported or no public evidence found). Scores are based on public first-party vendor documentation, vendor-disclosed information on third-party platforms, and third-party review sites. Absence of evidence counted as 0.
About the Vendors
About Measured
Measured is a marketing measurement and effectiveness platform that combines automated incrementality experimentation with media mix modeling.
Measured originally built its brand and product around incrementality testing, with a particular focus on the DTC and performance ecommerce segment, before repositioning itself more broadly as an incrementality-calibrated MMM vendor.
About Sellforte
Sellforte is a SaaS platform that unifies Marketing Mix Modeling, Incrementality Testing, and Attribution into a single operating system for retail and ecommerce.
Unlike most other measurement vendors, Sellforte measures incremental ROAS at the campaign and ad set level, providing spend and bidding recommendations for tactical budget steering. Incrementality testing is one major component of the Sellforte platform, alongside Marketing Mix Modeling and incrementality-corrected attribution. Sellforte is used by enterprise retailers and ecommerce brands including bonprix, Lidl, C&A, Douglas, and Tchibo.
Side-by-Side Scorecard
| Category | Measured | Sellforte |
|---|---|---|
| 1. Geo Test Analysis | 5 / 6 | 4 / 6 |
| 2. A/B Test Analysis | 4 / 4 | 4 / 4 |
| 3. Conversion Lift Test Analysis | 0 / 5 | 5 / 5 |
| 4. Experiment Recs & Insights | 3 / 5 | 3 / 5 |
| 5. Unified Experiment Library | 1.5 / 3 | 3 / 3 |
| 6. MMM Integration | 1.5 / 3 | 3 / 3 |
| 7. Enterprise-Grade Platform | 2 / 5 | 5 / 5 |
| Total score out of 31 | 17 | 27 |
Category-by-Category Breakdown
1. Geo Test Analysis (Measured: 5/6, Sellforte: 4/6)
| Criterion | Measured | Sellforte |
|---|---|---|
| 1.1 Analyzes geo tests with synthetic control method, providing iROAS and confidence interval | 1 | 1 |
| 1.2 Self-serve UI for analyzing and reviewing geo test results | 1 | 1 |
| 1.3 Estimates media counterfactual for lost/incremental spend | 1 | 1 |
| 1.4 Configurable default post-test treatment / measurement window | 1 | 1 |
| 1.5 Executes geo experiments on ad platform | 1 | 0 |
| 1.6 Automatically detects geo tests from media and sales data | 0 | 0 |
| Category total | 5 / 6 | 4 / 6 |
Geo testing is one of Measured's strongest areas, and the one category where it outscores Sellforte. Both platforms analyze geo tests using the synthetic control method, produce iROAS and confidence intervals, estimate the media counterfactual for lost or incremental spend, and offer a self-serve UI for reviewing results. The difference comes down to one criterion.
Measured can execute geo experiments directly on ad platforms via API, meaning it can launch and manage tests inside Meta or Google without requiring teams to configure experiments separately. Sellforte does not offer this: tests must be configured on the ad platform side, with Sellforte handling the analysis. In practice, enterprise advertisers with dedicated ad platform support often handle execution separately regardless of which tool they use, but for smaller teams the Measured capability removes a meaningful operational step.
2. A/B Test Analysis for Owned Media (Measured: 4/4, Sellforte: 4/4)
| Category | Measured | Sellforte |
|---|---|---|
| 2.1 Analyzes own media A/B tests with synthetic control method, providing iROAS and confidence interval | 1 | 1 |
| 2.2 Self-serve UI for analyzing and reviewing own media A/B test results | 1 | 1 |
| 2.3 Estimates media counterfactual for A/B tests | 1 | 1 |
| 2.4 Configurable default post-test treatment / measurement window for A/B tests | 1 | 1 |
| Category total | 4 / 4 | 4 / 4 |
This is one area where Measured and Sellforte are evenly matched. Both platforms score a perfect 4 out of 4 on A/B test analysis for owned media. Both analyze audience-level A/B tests using the synthetic control method, produce iROAS with confidence intervals, estimate the media counterfactual, and support configurable measurement windows.
This is a meaningful differentiator relative to the broader vendor landscape. In our full multi-vendor comparison, Measured and Sellforte are the only two platforms that offer this capability. Advertisers running owned media experiments such as catalog holdouts, email tests, or loyalty program trials will find both platforms well equipped to handle them.
3. Conversion Lift Test Analysis (Measured: 0/5, Sellforte: 5/5)
| Criterion | Measured | Sellforte |
|---|---|---|
| 3.1 Ingests Conversion Lift test results, providing iROAS and confidence interval | 0 | 1 |
| 3.2 Self-serve UI for analyzing Conversion Lift test results | 0 | 1 |
| 3.3 API connectors for automated conversion lift test ingestion | 0 | 1 |
| 3.4 Results comparable to ad platform data on campaign and ad set level | 0 | 1 |
| 3.5 Daily snapshot of conversion lift test progress, including iROAS and confidence interval | 0 | 1 |
| Category total | 0 / 5 | 5 / 5 |
This is the sharpest gap in the comparison. Sellforte is the only platform in our full multi-vendor comparison that fully supports conversion lift test analysis, and the gap with Measured is total: Measured scores 0 across all five criteria in this category.
Conversion lift tests are run inside ad platforms (Meta, Google, TikTok) and are part of most enterprise advertisers' measurement programs. Sellforte ingests them via API connectors, normalizes results to the campaign and ad set level, provides a self-serve UI for analysis, and offers daily in-flight snapshots so teams can monitor tests as they run rather than waiting for completion. Measured does not ingest, analyze, or display conversion lift test results. The platform's position, based on publicly available documentation, is that conversion lift tests from ad platforms carry platform bias concerns that make their results unreliable as calibration inputs.
Regardless of where one lands on that methodological debate, the practical result is the same: teams that run Meta or Google conversion lift tests alongside geo tests will find that Measured leaves a significant portion of their incrementality evidence outside the platform entirely.
4. Experiment Recommendations and Insights (Measured: 3/5, Sellforte: 3/5)
| Criterion | Measured | Sellforte |
|---|---|---|
| 4.1 Platform recommends which channels to test | 1 | 1 |
| 4.2 Platform recommends control and test groups | 1 | 0 |
| 4.3 Platform recommends test design (type, methodology) and predicts test success | 1 | 0 |
| 4.4 AI-generated plain-language readouts / executive summaries | 0 | 1 |
| 4.5 Conversational AI for discussing experiments | 0 | 1 |
| Category total | 3 / 5 | 3 / 5 |
Both platforms score 3 out of 5 here, but they earn their points in different ways.
Measured scores on experiment design: it recommends which channels to test, helps design control and test groups, and recommends the test type and methodology while predicting test success. Where it falls short is on AI-powered interpretation: Measured does not generate AI plain-language readouts or executive summaries, and does not offer a conversational AI interface for discussing experiments and learnings.
Sellforte is the mirror image. It recommends which channels to test, provides AI-generated summaries, and offers conversational AI for discussing experiments. Where it falls short is in automated recommendations for control and test group design and in predicting test success probability before a test runs. Sellforte has not prioritized these features partly because enterprise clients typically rely on open-source design packages or dedicated data science support for this step.
Teams that want the platform to guide test design end-to-end will favor Measured in this category. Teams that want AI to help interpret and communicate results will favor Sellforte.
5. Unified Experiment Library (Measured: 1.5/3, Sellforte: 3/3)
| Criterion | Measured | Sellforte |
|---|---|---|
| 5.1 Central library covers all experiments regardless of type | 0.5 | 1 |
| 5.2 Filterable by country, channel, brand, campaign, team, date | 1 | 1 |
| 5.3 Role-based access and governance for the experiment library | 0 | 1 |
| Category total | 1.5 / 3 | 3 / 3 |
Sellforte offers a complete unified experiment library: all test types (geo, A/B, conversion lift) in a single searchable and filterable repository, with role-based access controls and governance. Measured scores 1.5 out of 3. Its library covers geo tests and A/B tests but does not include conversion lift tests, reflecting the broader gap in that category. It also does not offer role-based access controls for the experiment library, which is a requirement that frequently appears in enterprise procurement processes.
For large organizations running hundreds of tests per year across teams and regions, the difference between a partial library and a complete one compounds over time. A library that excludes an entire test type means that learnings from those tests remain siloed in separate ad platform interfaces, and there is no single source of truth for what has been tested, when, and what was learned.
6. MMM Integration (Measured: 1.5/3, Sellforte: 3/3)
| Criterion | Measured | Sellforte |
|---|---|---|
| 6.1 Bayesian MMM that can be calibrated by the user | 1 | 1 |
| 6.2 UI to connect experiment results to MMM | 0.5 | 1 |
| 6.3 Experiment-based priors comparable to attribution-based priors | 0 | 1 |
| Category total | 1.5 / 3 | 3 / 3 |
Both platforms include a Bayesian MMM that can be calibrated by the user. Beyond that, Sellforte pulls ahead. It offers a UI-based workflow for connecting experiment results to the MMM as calibration inputs, and supports side-by-side comparison of experiment-based priors against attribution-based priors. Measured scores 0.5 on the UI-based calibration criterion, reflecting inconclusive public evidence for the maturity of this feature, and 0 on prior comparison.
This gap is notable given that Measured markets itself as an incrementality-calibrated MMM platform. The integration between experiments and the model exists at some level, but the publicly available documentation does not make clear how fully productized the calibration workflow is, or whether teams can compare experiment-based and attribution-based priors side by side. Sellforte provides clear product evidence for both.
7. Enterprise-Grade Platform (Measured: 2/5, Sellforte: 5/5)
| Criterion | Measured | Sellforte |
|---|---|---|
| 7.1 At least 10 public reference customers from $1B+ revenue brands | 1 | 1 |
| 7.2 SOC 2, ISO 27001, or audited IT security by a third-party auditor | 1 | 1 |
| 7.3 Data residency: US and EU options | 0 | 1 |
| 7.4 Multi-cloud option between AWS, GCP, and Azure | 0 | 1 |
| 7.5 Single sign-on (SSO) for enterprises | 0 | 1 |
| Category total | 2 / 5 | 5 / 5 |
Sellforte scores a perfect 5 out of 5 across all enterprise criteria: it has at least 10 publicly named reference customers from brands with more than $1B in revenue, holds SOC 2 and ISO 27001 certification, offers data residency options in both the US and EU, supports multi-cloud deployment across AWS, GCP, and Azure, and supports single sign-on (SSO) for enterprise authentication.
Measured scores 2 out of 5. It has credible enterprise reference customers and holds security certification. However, it does not offer US/EU data residency options, multi-cloud deployment, or SSO support. These are not niche requirements: they appear regularly in enterprise RFPs, and their absence can create procurement blockers for multi-region or heavily regulated organizations. Advertisers headquartered or operating in the EU should in particular verify whether the absence of a European data residency option is a blocker under their data governance requirements.
Where Measured Wins
Measured is a genuinely strong product in two areas. On geo test analysis, it has a high score (5/6), including the ability to launch and manage tests on ad platforms via API. On A/B test analysis for owned media, it ties with Sellforte at 4/4,. On experiment design specifically, it earns points that Sellforte does not by recommending control and test groups and predicting test success probability.
For a team that runs geo tests and owned media A/B tests, wants the platform to guide test design end-to-end, and does not run conversion lift tests or have complex enterprise IT requirements, Measured delivers solid and focused coverage.
Where Sellforte Wins
Sellforte's advantage is breadth and depth of integration. Sellforte has complete coverage of all three incrementality test types across geo tests, A/B tests and conversion lift tests. Its unified experiment library consolidates all tests into a single repository for easy access and analysis. It's MMM is deeply integrated with incrementality tests, with UI-based calibration and prior comparison. Sellforte platform is enterprise-grade, covering all evaluated enterprise requirements. Sellforte also adds AI-powered readouts and a conversational AI interface for experiments, which Measured does not currently offer.
For organizations that need all of these capabilities in a single platform, Sellforte is clearly the stronger choice.
Which Should You Choose?
Choose Measured if: your incrementality program is built around geo tests and owned media A/B tests, you want the platform to guide test design and group selection, you do not run conversion lift tests, and multi-region data residency, multi-cloud deployment, or SSO are not requirements.
Choose Sellforte if: you run more than two types of incrementality tests and want all results in a single platform, you need conversion lift test ingestion from Meta or Google, you want experiments to feed directly into an integrated MMM with a clear UI-based calibration workflow, or your organization requires EU data residency, multi-cloud deployment, or SSO. Sellforte is also the stronger fit for retail and ecommerce organizations with large enterprise IT requirements or multi-country operations.
Frequently Asked Questions
What is Measured used for?
Measured is a marketing measurement platform focused on incrementality testing and media mix modeling. It helps marketing teams design, run, and analyze geo lift tests and owned media A/B tests to measure the true causal impact of advertising spend. Measured has more recently positioned itself as an incrementality-calibrated MMM vendor.
Does Measured support conversion lift test analysis?
No. Based on our evaluation of publicly available documentation, Measured does not ingest, analyze, or display conversion lift test results from ad platforms such as Meta, Google, or TikTok. Sellforte fully supports conversion lift test analysis.
Does Measured support A/B test analysis for owned media?
Yes. Measured scores 4 out of 4 on A/B test analysis for owned media, the same score as Sellforte.
What are the best Measured alternatives?
The closest alternatives to Measured are Sellforte and Haus. Sellforte covers a broader set of test types and enterprise requirements; Haus covers geo tests with strong experiment design features but does not offer A/B test analysis. For teams committed to open-source approaches, Google's Meridian GeoX is a no-cost option but requires significant in-house engineering to operationalize.
Is Measured good for enterprise?
Measured has credible enterprise reference customers and holds security certification. However, it does not currently offer US/EU data residency options, multi-cloud deployment across AWS, GCP, and Azure, or SSO. These requirements are common in enterprise procurement. Organizations with strict IT or data governance requirements, or those with operations in both the US and EU, should verify whether these gaps are a blocker before committing to Measured.
How does Sellforte compare to Measured on geo testing specifically?
Measured scores 5 out of 6 on geo test analysis; Sellforte scores 4 out of 6. Both platforms use the synthetic control method, produce iROAS with confidence intervals, and offer self-serve analysis. Measured's advantage is its ability to execute geo tests directly on ad platforms via API. Sellforte does not offer this: geo tests must be configured on the ad platform side, with Sellforte handling the analysis.
Why does Measured not support conversion lift tests?
Based on publicly available information, Measured's position is grounded in concerns about platform bias in conversion lift tests run inside ad platforms such as Meta and Google. The argument is that these tests are subject to measurement bias introduced by the platform running them, which makes them unreliable calibration inputs for an MMM. Sellforte takes a different approach, ingesting conversion lift tests and normalizing results so they can be compared at the campaign and ad set level, while users can weigh the results accordingly in their MMM calibration.
Further Reading
How to Choose an Incrementality Testing Tool: 31 Evaluation Criteria
Best Incrementality Testing Tools: In-depth Vendor Comparison
Commentary
Snapshot in time. Vendor capabilities evolve quickly. This comparison reflects publicly available information at the time of publication.
Corrections welcome. We will revise this comparison as new information becomes available. If a vendor believes a score is inaccurate, we welcome corrections with supporting documentation. Please email sales@sellforte.com.
Recommendation for buyers. Use this comparison as a structured starting point for your own evaluation, not as a final answer. We recommend conducting evaluation calls or demos with the vendors to verify fit against your organization's specific requirements.
Authors
Lauri Potka is the Chief Operating Officer at Sellforte, with over 15 years of experience in Marketing Mix Modeling, marketing measurement, and media spend optimization. Before joining Sellforte, he worked as a management consultant at the Boston Consulting Group, advising some of the world’s largest advertisers on data-driven marketing optimization. Follow Lauri in LinkedIn, where he is one of the leading voices in MMM and marketing measurement.
Kacper Solarski is a Lead Data Scientist at Sellforte, focused on developing Sellforte's Experiments product. Kacper is one of the most senior data scientists and developers at Sellforte, where he has implemented Marketing Mix Models and incrementality testing solutions to Sellforte customers, while at the same time developing Sellforte's platform. Follow Kacper in LinkedIn.
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Juha Nuutinen is the Chief Executive Officer and co-founder at Sellforte, with over 15 years of experience in optimizing marketing spend and promotional activity for the largest advertisers in the world. Before co-founding Sellforte, he worked as a management consultant at the Boston Consulting Group, specializing in promotion optimization. Follow Juha in LinkedIn, where he is actively sharing his views on marketing measurement.
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