Incrementality & iROAS calculator.

Calculate the true lift of your campaigns by comparing a Test Group against a Holdout (Control) Group.

Enter Test Data

Test Group Revenue ($)

Revenue from the group that saw ads.

Holdout (Control) Group Revenue ($)

Revenue from the group that did NOT see ads (baseline).

Test Group Ad Spend ($)

Incremental ROAS (iROAS)

0.64x

Platform ROAS: 0.73x (Standard ROAS is often inflated)

Incremental Revenue

+$35,000

Lift

+700.0%

Your ads generated $35,000 in true additional revenue that would not have occurred otherwise. Warning: iROAS is below 1.0. You are losing money on this incremental spend.

Frequently Asked Questions

Incrementality testing measures the revenue or conversions your ads actually caused, rather than what the ad platform reports. It works by comparing a "test" group that saw your ads against a "holdout" (control) group that did not. Any difference in outcome between the two groups is revenue you can attribute to the ads themselves, not to people who would have converted anyway.

Related Tools

ROAS CalculatorA/B Test Significance CalculatorAttribution Model Comparator

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