> ## Documentation Index
> Fetch the complete documentation index at: https://docs.northbeam.io/llms.txt
> Use this file to discover all available pages before exploring further.

# Announcing Incrementality

> Measure the causal impact of your marketing

<div className="nba-head"><span className="nba-new">New</span><span className="nba-date">August 2026 · Incrementality</span></div>

<div className="nbt-defline">Controlled experiments that measure the revenue a channel actually caused — above and beyond what would have happened anyway.</div>

MTA tracks which touchpoints appeared in a customer's journey. MMM finds patterns between spend and revenue over time. Neither can answer whether a customer would have bought anyway, even without the ad. Incrementality testing answers exactly that.

## What's new

<div className="nbt-def"><span className="nbt-def-num">01</span><span className="nbt-def-term">Test vs. control experiments</span><span className="nbt-def-hint">a holdout group is withheld from your ads; the difference is your incremental impact</span></div>
<div className="nbt-def"><span className="nbt-def-num">02</span><span className="nbt-def-term">Geo testing</span><span className="nbt-def-hint">comparable groups built by geography when a randomized holdout isn't possible</span></div>
<div className="nbt-def"><span className="nbt-def-num">03</span><span className="nbt-def-term">Calibration for MTA and MMM</span><span className="nbt-def-hint">results feed back to correct over- and under-attribution</span></div>
<div className="nbt-def"><span className="nbt-def-num">04</span><span className="nbt-def-term">Actionable outputs</span><span className="nbt-def-hint">results expressed as iROAS and calibrated ROAS</span></div>

## Why it matters

Ad platforms report ROAS on their own attribution logic, which is almost always inflated — they only see their own touchpoints and have an incentive to take credit. And a significant portion of ad spend goes to customers who would have converted organically; high-ROAS retargeting is the classic example.

<div className="nbt-chip"><span className="nbt-chip-label">Signal loss</span><span>Geo-based incrementality doesn't rely on user-level data or pixels, so it holds up as iOS privacy changes and cookie deprecation give MTA more blind spots.</span></div>

## Learn more

<div className="nbt-def"><span className="nbt-def-num">01</span><span className="nbt-def-term">[How incrementality testing works](/docs/incrementality)</span><span className="nbt-def-hint">methodology & requirements</span></div>
<div className="nbt-def"><span className="nbt-def-num">02</span><span className="nbt-def-term">[How it relates to MTA and MMM](/docs/incrementality#how-it-relates-to-mta-and-mmm)</span><span className="nbt-def-hint">side-by-side comparison</span></div>
<div className="nbt-def"><span className="nbt-def-num">03</span><span className="nbt-def-term">[Attribution models](/docs/attribution-models)</span><span className="nbt-def-hint">background reading</span></div>