The Ecomm Analyst

INCRMNTAL measures incrementality without holdouts. Instead of pausing a channel in test markets and watching what happens, it runs always-on causal models over your natural budget fluctuations and reports where spend is actually creating lift versus where it is just taking credit for sales that would have happened anyway. No pixels, no SDK, no experiments to babysit, and it works across digital, TV, influencers, and offline.

Pricing is subscription-based and quote-only, set by scope rather than your ad spend, so you book a demo to get a number. That alone tells you who it is built for: teams that want continuous measurement and are past the point of running one-off geo tests by hand.

Why people look elsewhere

The modeled, no-holdout approach is the whole draw and also the main objection. You are trusting causal inference on observational data rather than a controlled experiment, which is faster and risk-free but harder to defend to a skeptical CFO than a clean holdout. The quote-only pricing makes it tough to know whether you are even in range before a sales call. And some teams want incrementality sitting next to the day-to-day attribution they actually use to move budgets on a Tuesday, which INCRMNTAL does not try to be. Five to compare.

Haus

Haus runs geo-based experiments, the controlled-holdout approach INCRMNTAL skips. It splits regions into test and control, measures the lift, and gives you confidence intervals you can take to finance. That rigor is the trade: experiments produce point-in-time answers under specific conditions rather than a continuous read. Pricing is quote-based and demo-gated, and the method earns its keep at meaningful spend, generally seven figures a year across channels. Strong when you need causal evidence a board will accept.

Recast

Recast is Bayesian marketing mix modeling built to refresh weekly instead of quarterly, with geo experiments layered in to calibrate the model. The core platform is enterprise-priced, commonly in the $5k to $50k a month range depending on spend and scope, which puts it out of reach for a lot of sub-$20M brands. The newer GeoLift by Recast is a separate, far cheaper product from around $100 a month if all you want is geo testing. Pick the full platform when allocating budget across a large mix is the actual problem.

Measured

Measured pairs always-on geo holdouts with test-calibrated MMM and is squarely an enterprise tool, with pricing that generally starts around $50k a year and climbs. It carries a deep library of past experiments, which helps it design tests that hold up under scrutiny. If you are spending millions across channels and need measurement finance will sign off on, it belongs on the list. If you are a $5M Shopify brand, it does not.

Prescient AI

Prescient AI is daily-updating MMM aimed at omnichannel DTC, with a focus on halo effects, the spillover from paid into organic, branded search, and retail that attribution never sees. Pricing is quote-based across SMB, Growth, and Enterprise tiers, and the platform is built for brands spending $100k or more a month on ads. It sits between a pure experiment tool and a dashboard, refreshing optimization scenarios as performance shifts.

ThoughtMetric

ThoughtMetric is not an incrementality platform, and I want to be straight about that. It is multi-touch attribution for ecommerce, priced from $99 to $1,000 a month on pageviews with a 14-day trial. It earns a spot here because most brands reaching for incrementality are really asking a simpler question first: which channels and campaigns are even plausibly driving sales? Attribution answers that cheaply and daily, and it gives you the candidate list worth testing before you spend real budget on a holdout program. Run the attribution, find the channels that look too good or too quiet, then test those with geo lift. Used that way the two are complementary, not competing.

Disclosure: ThoughtMetric sponsors this site. I have skin in the game here, so weigh that accordingly. I have tried to be honest about where it fits and where a real incrementality tool is the right call instead.

How to choose

• Continuous measurement with no holdouts and nothing to babysit: that is INCRMNTAL’s lane.
• Experimental evidence a CFO will accept: Haus, or GeoLift by Recast on a budget.
• Allocating across a large, mixed media portfolio: Recast or Measured.
• Omnichannel DTC that cares about halo effects: Prescient AI.
• Not actually ready for incrementality yet: start with attribution like ThoughtMetric and earn your way up.

Incrementality is the most honest measurement most brands never use correctly. It is also overkill below a certain spend, because a clean geo test costs real money in withheld budget and a modeled read still needs enough signal to mean anything. If you are spending under roughly $1M a year across channels, the better move is usually to tighten attribution, run one or two cheap geo holdouts on your biggest line items, and revisit a full incrementality platform when the stakes justify it. Buying the most sophisticated tool before you have the spend to feed it is how measurement budgets get wasted.