Validate channel impact with geographic experiments — the gold standard for causal measurement.
Geo-Testing & ExperimentationComing Soon
Overview
Geo-Testing enables controlled geographic experiments to measure the true causal impact of your marketing channels. By turning ads off in specific regions and comparing against control regions, you get definitive proof of whether a channel actually drives incremental revenue.
Key Features
Full Test Lifecycle: Create, configure, launch, monitor, and conclude geo-lift tests from a single interface
AI Test Designer: Get AI-powered recommendations for optimal test design — regions, duration, and expected statistical power
Candidate Finder: Automatically identifies test-suitable regions based on your conversion data patterns
Test-Twin Pairing: Matches test regions with statistically similar control regions for reliable results
Power Analysis: Know in advance how long your test needs to run for statistically significant results
Progress Monitoring: Track test progress in real time with confidence interval updates
Auto-Conclusion: Tests automatically conclude when statistical significance is reached
How It Works
Geo-Testing works by creating holdout experiments: you stop advertising in specific geographic regions (test group) while continuing as normal in similar regions (control group). After the test period, the platform measures the difference in conversions between groups, isolating the causal effect of your advertising.
Test Lifecycle
Design: Choose channels, regions, and duration using the AI Test Designer
Launch: Pause ads in test regions (manual action in ad platforms)
Monitor: Watch real-time progress with daily lift estimates
Conclude: Get final results with confidence intervals and statistical significance
Calibrate: Feed results back into MMM for more accurate future models
Use Cases
Prove Incrementality: Get causal evidence that a channel drives real revenue lift
MMM Calibration: Use geo-test results as Bayesian priors to improve MMM accuracy
Budget Justification: Provide leadership with scientific evidence for marketing investments
Channel Assessment: Test whether turning off a channel would actually hurt revenue
Getting Started
Open Geo-Testing from the sidebar
Use the Candidate Finder to identify suitable test regions
Create a test using the AI Test Designer
Pause ads in the selected test regions
Monitor progress until the test reaches significance