Basis: contributor columns and surveys covered on this site in October 2026 on incrementality, retail media measurement and vendor lift claims. The template is a structure, not a method guarantee.
1. The question
- Channel or tactic being tested:
- Decision this test will inform (cut, hold, grow):
- Who owns the decision:
2. The design
- Test type (user holdout, geo holdout, time-based):
- Test and control groups, and how they are chosen:
- Duration, and why (include a full buying cycle):
- Outcome measure (for example contribution profit, not only ROAS):
3. Thresholds agreed in advance
- Result that would make you increase spend:
- Result that would make you cut spend:
- Minimum sample or effect size you need to act:
4. After the test
- Compare the incremental result with the platform’s reported figure.
- Record limits: results can change as budgets scale or competitors react.
- Decide the next test.