Making RevSure Incrementality Testing Stronger with Test vs. Control Analysis

Marketing leaders have to consistently demonstrate results. As more and more campaigns launch, budgets are increased, and channels are expanded, most of them have this question in mind: Did this activity drive more conversions, or did the conversions happen regardless?

RevSure Incrementality Testing answers this question using robust statistics and user-friendly tools. It enables marketing teams to move beyond just reporting and measure the true cause and effect of different marketing efforts. We are now enhancing these capabilities.

The Pre-Post Analysis widget in RevSure Incrementality Testing now has Test vs Control Group Impact Analysis using the Difference-in-Differences (DiD) method as well. This enhancement allows marketers to account for baseline trends and external factors, providing a clearer view of true incremental lift.

This update builds on RevSure’s broader Incrementality Testing suite, which includes:

• Statistical Conversion Lift Analysis using Chi-Squared testing and statistical power validation
• Pre-Post Analysis powered by Welch two-sample t-tests with effect-size calculations
• Campaign Lift Analysis using two-proportion z-tests and control group comparisons
• Multi-variate Causal Incrementality Testing powered by Bayesian structural time-series models

Together, these methods provide marketers with unbiased, reliable, and actionable insights. With the addition of Test vs Control analysis to Pre-Post, marketers can now measure impact with greater accuracy.

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Why Incrementality Matters More Than Ever

Today’s B2B marketing landscape is complex. Prospects engage across multiple touchpoints, demand fluctuates, seasonal trends influence behavior, and sales processes evolve. When conversions increase, it is rarely due to a single factor. Traditional performance reports often focus on correlation. For example, a campaign may launch, and you may see conversion rates rise. This is encouraging to see, but it does not necessarily prove that the campaign caused the increase.

Without the right tool, teams may give credit to activities that have very little actual effect. This can lead to too much spending on low-impact channels and not enough spending on campaigns that actually work.

RevSure Incrementality Testing addresses this by applying rigorous statistical methods to marketing campaign measurement. It assesses whether results improved and determines whether the improvement was due to the campaign.

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Enhancing Pre-Post Analysis with Test vs Control

RevSure’s Pre-Post Analysis enables marketers to measure changes before and after a campaign or marketing activity. By applying a Welch two-sample t-test and effect-size calculations, the system distinguishes actual improvements from normal pipeline variations.

The new Test vs Control feature adds another level of accuracy to this capability. With Difference-in-Differences enabled, Pre-Post Analysis evaluates how two groups change over the same period of time:

• A Test group that was exposed to the marketing activity
• A Control group that was not exposed

Rather than only assessing the performance changes, RevSure tracks how both groups evolve from before to after the campaign or marketing activity. The incremental effect is calculated as the difference between these changes.

This approach of measurement also takes care of shared trends such as demand growth, seasonality, or macro market movement. If both groups improve due to external factors, that shared improvement is controlled for. What remains is a cleaner estimate of the true impact driven by the campaign itself.

The result is a more precise and reliable measure of incremental conversion lift.

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Built for Unbiased, Reliable, and Actionable Insights

RevSure’s Incrementality Testing employs robust statistical methods. Each test includes checks for significance, confidence intervals, and statistical power to ensure reliable results. Integrating Test vs Control analysis into Pre-Post aligns with this approach. By comparing groups in a structured manner, the system reduces bias and clarifies true cause and effect.

Now, marketers can:

• Validate if observed lifts are statistically significant and not random fluctuations
• Quantify incremental conversions attributable to a specific campaign or tactic
• Reduce over-attribution caused by external performance shifts
• Make investment decisions based on defensible evidence

This is especially important for big-budget or high-profile campaigns where executives want distinct and assured results.

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How It Fits Within the Wider Incrementality Suite

RevSure Incrementality Testing is designed as a comprehensive measurement ecosystem.

Statistical Conversion Lift Analysis assesses conversion lifts for specific campaigns and validates them using Chi-Squared testing, ensuring sample sizes meet required statistical power.

Campaign Lift Analysis reviews conversion rates against baselines or control groups using two-proportion z-tests, enabling cross-campaign comparisons and investment prioritization.

Multi-variate Causal Incrementality Testing advances this further by applying Bayesian structural time-series modeling. This method incorporates multiple factors, overlapping tactics, and external influences, providing a clearer estimate of true causal lift.

The new Test vs Control feature strengthens the core of this system. It enhances Pre-Post Analysis by introducing structured group comparisons, enabling a shift from simple correlation to comprehensive causal measurement. Together, these methods create a flexible system that works for different campaign types, data levels, and stages of measurement maturity.

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Real-World Marketing Applications

Test vs Control Impact Analysis is particularly valuable when marketers need to validate incremental influence beyond surface-level engagement metrics.

For example, when launching an ABM initiative, marketers can compare targeted accounts to a matched set of non-targeted accounts. For channel-specific promotions, they can measure exposed audiences against similar unexposed cohorts. When introducing new messaging or creative variants across segments, they can isolate the effect of those changes from broader funnel shifts.

RevSure also enables teams to set up Test and Control groups using existing segmentation. This streamlines setup, eliminating the need to build experiments outside the platform. The analysis integrates seamlessly into marketers’ current workflows.

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Higher Statistical Confidence in Every Decision

Incrementality Testing is not only about measurement; it is about increasing confidence in marketing decisions. RevSure’s system makes sure every reported lift is backed by statistics. Significance checks show results aren’t just luck. Confidence bands show how certain you can be. Power checks ensure sample sizes are large enough to trust the findings.

With Test vs Control analysis integrated into Pre-Post, marketers gain additional protection against false positives. Shared trends are considered, baseline differences are addressed, and the true incremental impact is isolated. As a result, strategic decisions, budget reallocations, campaign scaling, and channel expansion are guided by evidence rather than assumptions.

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Moving from Attribution to True Incrementality

Marketing teams have long used attribution models to assign credit across touchpoints. While useful, attribution typically measures correlation rather than true cause and effect. Incrementality Testing is a more advanced method. It doesn’t just ask who was involved in the conversion, but whether the conversion would have happened without the campaign.

By embedding Test vs Control Group Impact Analysis into Pre-Post, RevSure continues advancing that mission. Marketers can now move past surface-level reporting and into defensible, causal measurement. Today, every marketing dollar must demonstrate value. Understanding your incremental impact is not optional; it is essential. With RevSure Incrementality Testing, you see more than just performance changes. You understand what actually caused them.