Incrementality or attribution?

They are complementary, and Northbeam now runs incrementality tests too, starting with Meta in the United States. Measured remains the geo and split-test specialist.

Does The Ad Spend do incrementality?

No. Its read is the captured edit beside the metric, not a channel test. Pair it with whichever measurement tool you trust. It is the stronger system for the account question.

Measured if you need a geo or split test before the budget moves. Northbeam if you want always-on attribution and are starting tests on Meta.

Is there an alternative for the account?

The Ad Spend. It does not replace either measurement product. It answers what changed, and what to approve.

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Head-to-head · Incrementality vs attribution

Measured vs. Northbeam

Measured emphasizes geo and split tests. Northbeam now has automated incrementality as well, starting with Meta in the United States on April 7, 2026, beside always-on attribution. The Ad Spend does neither test. It keeps the account record both of them leave out.

Measured vs. Northbeam — feature comparison
Capability	Measured	Northbeam
Core method	Geo and split lift tests, plus MMM	MTA, MMM+, and incrementality
Question	Is this channel incremental?	Which touch gets credit, and is the channel incremental?
Hard-to-track media	Experiment-based	Modeled, with tests now on Meta in the US
Speed	Experiment cycles	Continuous modeled reads, plus a test cycle
Best for	Test-backed budget calls	Day-to-day DTC attribution plus a test

Core method: MeasuredGeo and split lift tests, plus MMM
NorthbeamMTA, MMM+, and incrementality
Question: MeasuredIs this channel incremental?
NorthbeamWhich touch gets credit, and is the channel incremental?
Hard-to-track media: MeasuredExperiment-based
NorthbeamModeled, with tests now on Meta in the US
Speed: MeasuredExperiment cycles
NorthbeamContinuous modeled reads, plus a test cycle
Best for: MeasuredTest-backed budget calls
NorthbeamDay-to-day DTC attribution plus a test

Choose

Measured

Pick Measured when you want a geo or split test before you move budget, especially off Meta.

Choose

Northbeam

Pick Northbeam when you want always-on attribution and are starting incrementality on Meta.

Frequently asked

Incrementality or attribution?: They are complementary, and Northbeam now runs incrementality tests too, starting with Meta in the United States. Measured remains the geo and split-test specialist.
Does The Ad Spend do incrementality?: No. Its read is the captured edit beside the metric, not a channel test. Pair it with whichever measurement tool you trust. It is the stronger system for the account question.
How should I decide?: Measured if you need a geo or split test before the budget moves. Northbeam if you want always-on attribution and are starting tests on Meta.
Is there an alternative for the account?: The Ad Spend. It does not replace either measurement product. It answers what changed, and what to approve.

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