Lift testing
Measure the true incremental impact of a marketing channel with geo-lift tests.
Lift testing (also called incrementality testing) is the gold standard for proving whether a marketing channel is actually causing sales — or just taking credit for purchases that would have happened anyway.
How a geo-lift test works
Define test and control regions
Select geographic regions that are similar in baseline performance. One group sees the ads, the other doesn't.
Run the test
Pause ads in the control region for 2–4 weeks while continuing in the test region.
Measure the difference
Skubl calculates the incremental lift — the difference in conversions between regions, adjusted for baseline differences.
Calculate true ROAS
Incremental ROAS = incremental revenue / spend. This is the number that actually matters for budget decisions.
Lift tests require sufficient volume to be statistically significant. As a guide, you need at least 100 conversions per region per week for reliable results.
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