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.
The treatment group consists of regions where ads are paused or reduced (holdout treatment), while the control group continues business as usual.
The treatment group consists of regions receiving ads in the new channel, while the control group continues with existing channels only.
In the upper right corner of the test results dashboard, you’ll find a dropdown menu that allows you to select which metric to analyze:
The metric you select will determine which performance indicators are displayed throughout the dashboard.
Spend
Net sales
Incremental value
Incremental factor (incremental ROAS)
This bar chart compares three different measurement approaches:
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 percentage chart (top right):
Cumulative causal effect chart (bottom left):
Efficiency over time chart (bottom right):
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.
By understanding and interpreting Dema’s test results, you can make data-driven decisions that optimize your marketing spend and drive true business impact.
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.
The treatment group consists of regions where ads are paused or reduced (holdout treatment), while the control group continues business as usual.
The treatment group consists of regions receiving ads in the new channel, while the control group continues with existing channels only.
In the upper right corner of the test results dashboard, you’ll find a dropdown menu that allows you to select which metric to analyze:
The metric you select will determine which performance indicators are displayed throughout the dashboard.
Spend
Net sales
Incremental value
Incremental factor (incremental ROAS)
This bar chart compares three different measurement approaches:
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 percentage chart (top right):
Cumulative causal effect chart (bottom left):
Efficiency over time chart (bottom right):
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.
By understanding and interpreting Dema’s test results, you can make data-driven decisions that optimize your marketing spend and drive true business impact.