Geo Holdout Incrementality Testing for Ecommerce Brands
More than Marketing Measurement: Turn Insights into Growth
Get geo holdout testing integrated with your forecast.
Understand what's working in your media mix through regional experiments that measure incremental lift across all your marketing channels.
Reclaim clarity with your spend allocation through incremental testing with 90%+ confidence, and clear, concise, daily reporting.
Marketing measurement has become increasingly fragmented.
In-platform measurement creates inconsistencies, and third-party measurement tools often operate separately from your actual growth plan.
Incrementality testing should inform how much you spend, where you allocate budget, and how that spend ties back to contribution margin.
Three questions sit at the center of a predictable, profitable ecommerce growth plan …
- What is the optimal total budget to maximize profit?
- How should that budget be allocated across channels for incremental lift?
- What is the daily media plan and profit forecast tied to that allocation?
… and no single platform or service provider has a solution for all three, until now.
Why we built our own incrementality testing tool …
Watch Video
Get a Free Incrementality Test
Available to ecommerce brands generating between $10M-$100M in annual revenue.
Get in touch:
Name*
Email*
Phone*
Business name*
Website URL*
Annual Ecommerce Revenue
Please selectLess than $1M$1M — $10M$10M — $50M$50M — $100MMore than $100M
How did you hear about us?
Please selectTwitterGoogleEmail newsletterYouTubeLinkedinTikTokFacebookInstagramCommon Thread employeeIndustry partner referralPodcastOtherNick Shackelford
Anything else we should know?
Geo Holdout Incrementality Testing
The Gold Standard of Measurement
Validate your marketing efforts by channel, campaign, or cohort.
Run unlimited tests, with statistically significant results in as little as 21 days.
Clear, actionable results lead to a predictable, profitable growth plan tied directly to your brand’s goals.
Unlike Other Measurement Firms
Profit-focused incrementality testing tied to your forecast
Geo holdout testing provides clarity on what is truly incremental.
At Common Thread Collective, we built our own incrementality tool directly into our proprietary data analytics software, to deliver high-confidence incrementality test results at a fraction of the cost.
Unlike standalone geo holdout tests from other measurement firms that stop at insights, we go further …
We integrate incrementality results directly into your growth strategy and business forecast so they inform budget allocation decisions.
If you are unsure where to start, our strategists will evaluate your data, prioritize the right tests to run, and guide decisions tied to contribution margin.
Experience incremental growth.
Find the Right Balance
“ We want to grow, but not do so at the expense of profitability.
To help us find the right balance of spend and efficiency, we turned to CTC to model our data and find the right strategy to maximize profit. Highly recommend them.”
Cody Plofker
Jones Road Beauty
Our Most Profitable Month of the Year
“In just four months with CTC, we hit our most profitable month of the year.
They’ve completely transformed how we approach Morphe.com, guiding us to run lean, profit-driven strategies with laser-focused daily targets. The Common Thread team doesn’t just optimize—they elevate.”
The Team at
Morphe
How it works
Accurate, Affordable Incrementality Testing
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+ Differentiate between New Customer Rev, Returning Rev, and Total Revenue
Recommendations:
Test Confidence level 90%
Market Rank 1
Power Studies P-Value: 0.0371
Revenue Lift: 3,283
Budget: 2,736
Duration: 21 Days
Validate Facebook Settings
Campaign Type: Acquisition
+ Undertand Lift by Channel, Detailed Output, and State-Level Insights
- Connect All Your Accounts
All you need to do is connect your store, marketing, and sales channels to Statlas. Incrementality tests can be set up across all your sales and marketing channels.
- Test Setup Assistance
We guide you through test market selection, budget planning, and signal validation using your revenue data and power curve forecasting to back every move.
- Real-Time Monitoring
We monitor campaign exclusions in real time using Statlas-integrated alerts to ensure clean execution and avoid test contamination.
- Understand the Impact
We report incrementality across new customer revenue, returning customer revenue, and Amazon halo effects, including Incremental Return on Ad Spend (iROAS), statistical confidence, and geo-level insights.
Then, our strategists use those results to guide your next forecast and budget allocation.
Geo Holdout Incrementality Results in Practice
63%
Incrementality on Google branded search
(107% above baseline)
70%
Meta acquisition ROAS
iROAS of 2.42 vs. Meta reported ROAS of 1.57
Find Out What Is Actually Working in Your Media Mix.
Platform ROAS tells you what happened inside the platform. Incrementality testing tells you what would have happened without it. For ecommerce brands generating $10M-$100M in annual revenue, that difference is worth a free geo holdout test.
Get in touch:
Name*
Email*
Phone*
Business name*
Website URL*
Annual Ecommerce Revenue
Please selectLess than $1M$1M — $10M$10M — $50M$50M — $100MMore than $100M
How did you hear about us?
Please selectTwitterGoogleEmail newsletterYouTubeLinkedinTikTokFacebookInstagramCommon Thread employeeIndustry partner referralPodcastOtherNick Shackelford
Anything else we should know?
Let’s work together:
Name*
Email*
Phone*
Business name*
Website URL*
Annual Ecommerce Revenue*
Please selectLess than $1M$1M — $10M$10M — $50M$50M — $100MMore than $100M
How did you hear about us?*
Please selectCommon Thread employeeEmail newsletterPodcastTwitterNick ShackelfordIndustry partner referralLinkedinGoogleYouTubeOther
Anything else we should know?
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