Understand the differences between platform conversion lift studies and Dema’s geo-based incrementality tests, and why Dema provides a more reliable, neutral measurement.
Both platform conversion lift studies (like Meta & Google’s Conversion Lift) and Dema’s geo-based testing are designed to measure incrementality, but they do so in different ways:
These two approaches are compatible because one operates at the individual level and the other at the regional level. As long as user-level selection aligns with regional selection, the methodologies do not interfere with each other.
While platform conversion lift studies can be useful, they come with limitations that make results harder to compare across platforms. Here’s why Dema’s methodology provides a more neutral and consistent measurement of incrementality:
By running Dema’s geo-testing, you get a standardized, unbiased view of marketing effectiveness that allows you to make truly data-driven decisions across all platforms.
This depends on your priorities. Running them in parallel is possible because both treatment groups are created randomly, meaning one test will not skew the other’s results. However, you may want to consider the opportunity cost of treatment groups: running multiple tests at once means a larger share of your audience or regions will experience modified ad spend, which could impact your total reach.
If user-level and geo-level tests provide conflicting results, it could indicate that one test has unintentional bias. Some potential factors include:
Dema’s synthetic control methodology is designed to create a balanced and representative comparison, minimizing regional biases. In practice, most businesses find that platform lift studies and geo-based experiments produce consistent results. However, if discrepancies arise, running an additional test can help validate findings and refine marketing decisions.
By leveraging both approaches thoughtfully, you can gain a deeper understanding of incrementality, using geo-testing for real-world budget allocation insights and user-level lift studies for granular audience measurement.