In buildTest what works
Incrementality Test
“Did it actually make a difference?”
Did the change cause the difference? Sized and sealed before you spend.
01
What you receive
What the change moved, measured against control
Visual placeholderLift readout · versus controlWhat the change moved, measured against control
The measured difference between test and control, at the resolution declared before launch — with the uncertainty around it stated, never hidden. The readout reads only the design sealed when you freeze it, so the result you see answers the test you approved. And when the honest answer is no detectable difference at that resolution, that null arrives as a certified result — same fields, same rigour, with the date it stops being true stamped on it.
02
The question it answers
Bring it in plain language.
- “Did the campaign actually cause the lift — or was it already coming?
- “Is the difference big enough to be real, or inside the noise?
- “Can our data even resolve an effect this size — before we spend?
What it does not do
A population that can be split into test and control — regions, stores, accounts, or customers — and outcome history at that grain. Enough history to measure the noise the test must clear; checked before launch, and refused if it can't. No modelling work on your side.
03
How it earns trust
Graded in the open, before you see it.
Proven on our published instrument. Re-certified on your data before anything releases.
The full detail lands when it certifies.
Included in every tier.See pricing →