Learn how to interpret key metrics, graphs, and insights from Dema’s incrementality test results.
Dema’s test results provide a clear breakdown of performance between your treatment group (regions where marketing spend is modified) and control group (regions where spend continues as usual). This page helps you evaluate whether your marketing efforts drove true incremental lift in key metrics such as sales and profit.
This bar chart compares three different measurement approaches:
Incremental ROAS or CAC: The true incremental return measured through the test (treatment vs. control)
Ad Platform ROAS or CAC: The return as reported by the advertising platforms themselves
Dema MTA ROAS or CAC: The return as calculated by Dema’s Multi-Touch Attribution model
Comparing these three measurements provides valuable context about how platform-reported performance may differ from true incremental performance. The metric displayed (ROAS, eROAS, epROAS, or CAC) will change based on which metric you’ve selected for analysis in the dropdown menu.
The lift analysis section contains four complementary charts that help you understand the test results:
Lift chart (top left):
Shows the daily trends for both treatment and control groups
Helps identify when and how the treatment began affecting performance
Parallel trends in pre-test periods: This confirms that the groups were well-matched before the experiment began
Divergence during the test period: A clear gap between the treatment and control groups indicates incremental lift from marketing activities
Lift percentage chart (top right):
Displays the percentage lift from marketing activities each day
Shows the relative impact of marketing on your selected metric
Cumulative causal effect chart (bottom left):
Shows the accumulated incremental impact over time
The shaded area represents the confidence interval
Efficiency over time chart (bottom right):
Shows how your performance metric (ROAS, eROAS, epROAS, or CAC) evolves throughout the test
Helps identify when marketing efficiency peaked or declined
The specific metric shown in these charts (ROAS, eROAS, epROAS, or CAC) will change based on which metric you’ve selected for analysis in the dropdown menu.
A confidence interval (C.I.) represents the range of values within which the true incremental impact is likely to fall. Narrower intervals indicate more precise results, while wider intervals suggest more variability or uncertainty in the data.Example: If the C.I. for incremental sales is 100-500 units, the true impact is likely within this range, though the point estimate (e.g., 300 units) is considered the best approximation.
Evaluate creative or targeting: Test new ad formats, messaging, or audience segments.
Test alternative channels: Explore whether shifting spend to other platforms could improve results.
By understanding and interpreting Dema’s test results, you can make data-driven decisions that optimize your marketing spend and drive true business impact.