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.

How should I decide between Measured and Northbeam?

Decide on the question you need answered. Measured proves incrementality with geo experiments — right when you doubt whether a channel adds sales at all. Northbeam gives always-on attribution down to the creative, plus MMM — right for day-to-day DTC allocation. Mature teams often run both.

Is there an alternative to Measured and Northbeam?

Not for channel measurement — that's their discipline. But if the recurring question is what changed inside the account and why the metric moved, that's a different layer: The Ad Spend keeps a permanent change record, runs causal inference on it, and acts with your approval. It pairs with either.

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Head-to-head · Incrementality vs attribution

Measured vs. Northbeam

Incrementality testing vs multi-touch attribution.

Measured vs. Northbeam — feature comparison
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.
How should I decide between Measured and Northbeam?: Decide on the question you need answered. Measured proves incrementality with geo experiments — right when you doubt whether a channel adds sales at all. Northbeam gives always-on attribution down to the creative, plus MMM — right for day-to-day DTC allocation. Mature teams often run both.
Is there an alternative to Measured and Northbeam?: Not for channel measurement — that's their discipline. But if the recurring question is what changed inside the account and why the metric moved, that's a different layer: The Ad Spend keeps a permanent change record, runs causal inference on it, and acts with your approval. It pairs with either.

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