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Head-to-head · Incrementality vs attribution
Measured vs. Northbeam
Incrementality testing vs multi-touch attribution.
| Capability | Measured | Northbeam |
|---|---|---|
| Core method | Geo-based incrementality experiments + Bayesian MMM | First-party MTA + MMM+ + incrementality |
| Question answered | Is this channel truly incremental? | Which touchpoints get credit? |
| Hard-to-track media (TV, influencer, CTV) | Strong, experiment-based | Modeled |
| Granularity | Channel / tactic incrementality | Down to creative / ad level |
| Speed to insight | Experiment cycles | Continuous modeled reads |
| Best for | Test-backed budget calls | Granular day-to-day DTC attribution |
Choose
Measured
Pick Measured if you want experiment-backed proof of incrementality before moving budget — especially across hard-to-track channels like TV, CTV and influencer.
Choose
Northbeam
Pick Northbeam if you want granular, always-on attribution down to the creative, plus MMM, for day-to-day DTC decisions.
Frequently asked
- Incrementality or attribution — which should I trust?
- They're complementary: incrementality validates whether a channel adds sales; attribution allocates credit day to day. Mature teams often use both.
- Does The Ad Spend do incrementality?
- No — its causality is at the change level (which edit moved the metric), not channel incrementality. Pair it with a measurement tool for that question.