10 Best Incrementality Testing Tools for Founders [2026 Updated]

1. Measured

• Type: Paid
• URL: https://www.measured.com/incrementality-testing/
• Overview: Measured provides an enterprise-grade incrementality testing platform that automates test design, audience/geo splits, and statistical analysis to quantify true causal lift across channels. The platform produces actionable, executive-ready reports and integrates results with MMM to guide media investment decisions.

2. AppsFlyer Incrementality

• Type: Paid
• URL: https://www.appsflyer.com/products/incrementality/
• Overview: AppsFlyer’s Incrementality solution runs automated, privacy-first experiments for mobile and cross-network campaigns to measure incremental lift alongside attribution. It creates exposed vs. holdout groups, supports cross-network comparisons, and surfaces statistically rigorous lift metrics for UA and remarketing.

3. Adjust InSight (Incrementality)]

• Type: Paid
• URL: https://www.adjust.com/products/insight/
• Overview: Adjust’s InSight product offers machine-learning-powered incrementality testing for apps, automating experiment setup, monitoring, and decontamination to reveal true campaign lift. The solution helps teams shorten analysis cycles and make ROI-driven decisions across iOS and Android.

4. Analytic Partners (Agile Learning / GPS Enterprise)

• Type: Paid
• URL: https://analyticpartners.com/platform/
• Overview: Analytic Partners provides a test-and-learn platform (Agile Learning / GPS Enterprise) that runs geo, store, and audience experiments to measure incremental impact and decontaminate results for bias. Their offering combines experimentation with commercial analytics to deliver calibrated lift measures for planning and optimization.

5. Google Ads Conversion Lift (Conversion Lift / Lift Measurement)

• Type: Free
• URL: https://business.google.com/marketing-measurement/incrementality-testing/
• Overview: Google’s Conversion Lift (Lift Measurement) enables randomized user- or geo-based experiments within Google Ads to measure the causal incremental effect of Google campaign activity. It supports multiple data sources (tags, Firebase, DV360/Floodlight) and is designed to report incremental conversions and ROAS for Google-owned channels.

6. Meta Test & Learn / Conversion Lift

• Type: Free
• URL: https://www.facebook.com/business/measurement/test-and-learn
• Overview: Meta’s Test & Learn (Conversion Lift) offers randomized controlled experiments to measure the incremental impact of Facebook and Instagram ads using holdout groups and geo testing. The tool provides causal lift estimates that help advertisers validate platform-driven results and optimize spend.

7. LiveRamp Incrementality / Lift Testing Services

• Type: Paid
• URL: https://liveramp.com/
• Overview: LiveRamp offers incrementality and lift testing via its privacy-first identity and measurement services, enabling brands to run holdout and matched-market experiments across partners and retail media. Their solution leverages identity resolution and clean-room capabilities to measure cross-channel incremental outcomes.

8. Nielsen (Lift & Experimental Measurement / NCS)

• Type: Paid
• URL: https://www.nielsen.com/
• Overview: Nielsen provides established lift and incrementality measurement services (including retail lift and marketing mix integration) that combine randomized experiments and advanced econometrics to quantify incremental sales and campaign impact. Their solutions are tailored for large-scale CPG, retail, and broadcast advertisers requiring cross-media, offline-aware incrementality.

9. Criteo Conversion Lift & Uplift Measurement

• Type: Paid
• URL: https://www.criteo.com/
• Overview: Criteo offers conversion-lift and uplift measurement services that run randomized tests and uplift modeling to determine the true incremental value of Criteo campaigns and retail media placements. Their offering helps advertisers separate platform-attributed conversions from net-new conversions to optimize retail and programmatic spend.

10. Kochava Lift / Incrementality Testing

• Type: Paid
• URL: https://www.kochava.com/
• Overview: Kochava provides incrementality and lift testing capabilities for mobile and cross-device campaigns, enabling exposed vs. holdout experiments and advanced de-biasing to measure true incremental installs and events. Their platform integrates attribution, analytics, and lift measurement to inform media allocation decisions.