Northbeam introduces Northbeam Incrementality, an automated solution that eliminates manual testing and delivers reliable insights by combining incrementality testing with Multi-touch Attribution and Media Mix Modeling for better advertising decisions.
Northbeam, a leader in marketing attribution, has launched Northbeam Incrementality, a fully automated solution that makes incrementality testing faster, more reliable, and accessible to a wider range of advertisers. The new product addresses longstanding challenges in measuring advertising effectiveness by eliminating manual processes and fragmented tools.
Incrementality testing has historically been difficult to operationalize due to manual setup requirements, high costs, and the risk of failed experiments caused by insufficient statistical power or human error. Marketers often relied on disconnected tools for attribution, modeling, and experimentation, resulting in inconsistent insights and limited usability.
Northbeam Incrementality fundamentally changes this by automating the entire end-to-end process. It integrates incrementality testing directly with Northbeam’s Multi-touch Attribution (MTA) and Media Mix Modeling (MMM+), creating a unified trifecta measurement approach that provides a single shared view of advertising performance.
“Incrementality can be powerful, but it’s been too slow, fragile and costly to use consistently and effectively,” said Northbeam CEO Austin Harrison. “We built Northbeam Incrementality to change that, and for the first time, teams can operate from a single shared reality, while never running a bad test or making decisions based on incomplete or misleading data.”
Unlike rigid macro-level testing methods, Northbeam Incrementality leverages granular first-party data from its MTA system to design tailored experiments. It accounts for business-specific factors such as conversion lag, customer behavior, and purchase patterns to build better balanced test and control groups while minimizing bias. This ensures every test delivers meaningful insights into how advertising actually drives customer acquisition.
The platform continuously monitors experiments in real time, automatically detecting and correcting issues such as spend anomalies or external disruptions. This proactive approach keeps tests on track and produces reliable, usable results.
Northbeam Incrementality delivers clear, actionable insights directly within the platform rather than static reports. Results are automatically integrated back into Northbeam’s broader measurement system, creating a closed-loop framework that connects daily optimization with long-term planning.
Beta tester Carpe, a personal care company, highlighted the precision of the solution.
"The level of detail and precision in the incrementality test really stood out. It’s rare to see analytics done this well,” said Justin Cruz, Carpe’s Vice President of Growth. “Beyond validating our assumptions, it gave us clear, actionable insights to optimize spend and make more confident decisions moving forward."
The initial release of Northbeam Incrementality, available starting April 7, 2026, includes Meta channel-level testing in the United States. Additional channels, tactics, and international capabilities are planned throughout 2026.
This launch transforms incrementality from a rare, high-touch experiment into a reliable, always-on foundation for growth teams, enabling faster, more confident advertising decisions and clearer paths to improved sales and profitability.
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