The Incrementality Test Design Template
Prove your ads are driving real sales, not just claiming credit for ones that would have happened anyway.
Most ad platforms will tell you your campaigns are working. They have every incentive to. This template gives you a structured way to run your own test and find out whether your ad spend is creating real lift or whether your business would have gotten those sales regardless. Fill in each section before you run a single pound or dollar of spend on your next campaign.
- Test Overview
- Baseline Definition
- Test Group and Control Group Design
- Success Metrics and Lift Calculation
- Confounding Variables and Test Integrity Checks
- Results Read-Out and Decision Framework
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You do not have to do this yourself.
This resource hands you the volume. The strategy, the judgement, and the bit where it all connects is the work I do for clients: lead generation, ads, SEO, workflow automation, HubSpot, and the systems that make them compound. Done for you, consulting, coaching, or training.
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