Incrementality testing and test-calibrated MMM platform for measuring true media contribution across channels
Measured is a marketing measurement platform built around causal incrementality testing — the methodology of running controlled experiments to determine whether media channels actually drive incremental outcomes, rather than just correlating spend with results. It combines geo-based holdout tests, A/B experiments, and test-calibrated Marketing Mix Modeling (MMM) to give marketers a trustworthy view of media performance across all channels. Rated 4.9/5 on G2 across 11 reviews. Pricing is enterprise; specific amounts are not publicly listed.
Key Features
Incrementality Testing
- Causal experiment design using geo-based holdouts, A/B tests, and audience splits
- Multi-KPI testing to measure incremental impact across multiple outcomes simultaneously
- Automated multi-channel experiment management
- Holdout methodology removes the noise of correlation-based attribution
Test-Calibrated Marketing Mix Modeling (MMM)
- MMM models calibrated with actual incrementality test results for higher accuracy
- Cross-channel contribution analysis with media-level granularity
- Historical modeling combined with forward-looking scenario planning
- More reliable than uncalibrated MMM approaches relying solely on observational data
AI-Powered Media Plan Optimizer
- Recommends optimal budget allocation across channels based on incrementality data
- Identifies diminishing returns thresholds for each media channel
- Scenario modeling for budget shifts and new channel testing
- Bridges measurement insights directly to planning decisions
Cross-Channel Dashboards
- Unified reporting across all media channels in a single dashboard
- Industry benchmarks for context on media performance
- Channel-level and aggregate views of incremental contribution
- Custom reporting for internal and client-facing use
Automated Experiment Management
- Ongoing automated incrementality test design and execution
- Continuous learning model that improves over time with additional test data
- Reduces manual effort in designing and managing individual experiments
Business Impact
- Measurement Trust: Incrementality testing replaces attribution models that overcount or double-count media contributions
- Budget Efficiency: Optimizer identifies where incremental spend creates the most value and where diminishing returns have set in
- Cross-Channel Clarity: Unified view of what is actually working across the full media mix
- Planning Integration: Measurement data feeds directly into media plan optimization
Pricing
Measured operates on an enterprise pricing model with no public tiers or amounts.
- Pricing Model: Enterprise contract-based
- Demo Required: Pricing is available only through direct engagement with the Measured sales team
- No Public Tiers: Specific plan structures and costs are not listed on the website
- Industry Context: SaaS MMM solutions for enterprise clients typically start around $2,000/month, though Measured’s full platform with incrementality testing infrastructure is positioned at enterprise scale
Contact Measured directly for pricing information.
Perfect For
- Enterprise Marketers: Organizations running complex multi-channel media programs who need measurement they can trust
- Performance Marketing Teams: Teams optimizing DTC, e-commerce, or subscription acquisition budgets across paid channels
- Marketing Analysts: Analysts who need rigorous causal measurement rather than attribution proxies
- Media Planners: Planners who want incrementality data to inform budget allocation decisions
- DTC and Retail Brands: Advertisers with significant paid media budgets who need to understand true channel contribution
Frequently Asked Questions
How much does Measured cost? Measured does not publicly list pricing. It operates on an enterprise contract model, and pricing is discussed during a sales engagement. Enterprise MMM and incrementality testing platforms typically start around $2,000/month for SMBs, with Measured positioned for mid-market to enterprise organizations.
What is incrementality testing? Incrementality testing uses controlled experiments — typically geographic holdouts or audience splits — to measure whether a media channel actually causes an outcome (like a purchase), rather than simply correlating spend with results. Measured automates the design and execution of these tests across multiple channels.
How is Measured different from standard attribution platforms? Standard attribution (last-click, MTA) assigns credit based on touchpoints along a conversion path. Measured uses causal experiments to determine whether removing a channel would actually reduce conversions — the incrementality. This approach is more rigorous and avoids the common attribution problem of over-crediting retargeting and bottom-funnel channels.
How does Measured’s MMM differ from traditional MMM? Measured’s MMM is calibrated with real incrementality test results. Traditional MMM relies entirely on historical observational data and statistical modeling without experimental grounding. Test-calibrated MMM reduces model uncertainty and produces more reliable budget recommendations.
How does Measured compare to Recast? Recast is a Bayesian MMM platform that also emphasizes incremental measurement and uncertainty quantification. Measured’s approach centers on running actual causal experiments to calibrate its models. Both platforms reject traditional attribution in favor of incrementality-based frameworks; the key difference is Measured’s emphasis on running live experiments vs. Recast’s purely model-based approach.
What channels does Measured support? Measured supports measurement across paid social (Meta, TikTok, Pinterest, Snap, YouTube), paid search, programmatic display, email, affiliate, and other digital media channels. The platform is designed to give a complete cross-channel view.
Does Measured integrate with media buying platforms? Yes. Measured connects to media data sources to pull spend and performance data, enabling cross-channel dashboards and feeding the Media Plan Optimizer with current channel data.
User Reviews & Social Proof
Measured holds a 4.9/5 rating based on 11 reviews on G2. Capterra reviewers also reflect high satisfaction, particularly around the quality of the incrementality methodology and the team’s expertise.
Selected user feedback:
- “Aside from tapping into their deep media landscape knowledge… there is tremendous value in leveraging Measured’s incrementality insights.” — G2
- “Measured’s creative approach rooted in incrementality measurement has enabled us to unlock cross-channel attribution reporting we can trust.” — Capterra
- “Great business partners that helped solve for investment decision making.” — Capterra
Common themes across reviews: strong incrementality methodology, high-quality team expertise, actionable budget recommendations, and trustworthy cross-channel measurement.
Measured vs Alternatives
Measured vs Recast
Recast is a Bayesian MMM platform that positions itself as transparent, fast, and always-on. Measured combines ongoing incrementality experiments with test-calibrated MMM. Both reject cookie-based attribution, but Measured’s live experimental methodology provides an additional layer of causal validation. Teams that want continuous experimentation alongside MMM may prefer Measured; teams seeking a pure modeling approach may evaluate Recast.
Measured vs Northbeam
Northbeam is a multi-touch attribution platform built for performance marketers, particularly in e-commerce. It focuses on real-time, granular attribution at the campaign and ad level. Measured focuses on channel-level incrementality and MMM for strategic budget decisions. Northbeam is better for day-to-day campaign optimization; Measured is better for understanding true channel contribution and long-term budget allocation.
Measured vs Optimine
Optimine provides marketing mix modeling and media optimization with a focus on continuous modeling. Measured’s differentiator is the combination of live causal experiments with MMM calibration. Both platforms address the question of media contribution, but from somewhat different methodological foundations.
Measured vs Meta Business Manager Attribution
Meta Business Manager’s native attribution uses Meta’s platform data and is inherently biased toward crediting Meta channels. Measured’s incrementality testing provides a channel-neutral view of Meta’s true incremental contribution. Advertisers running significant Meta spend often use Measured to independently validate Meta’s reported results.
Measured vs Keen
Keen is a predictive budget planning platform that uses MMM to recommend optimal spend levels. Measured is primarily a measurement platform — it quantifies channel contribution and then provides planning recommendations. Keen is more planning-forward; Measured is more measurement-first. Both can serve as inputs to media planning decisions.
Recent Updates (2025–2026)
- October 2025: Published research on multi-KPI testing — exploring how to measure incrementality across multiple outcomes (e.g., new customer acquisition, revenue, and retention) in a single experiment framework.
- Late 2025: Measured published its 2026 marketing measurement predictions, covering incrementality-first approaches, AI in measurement, and evolving cross-channel media mix trends.
- 2026 Event Calendar: Measured team participating in Shoptalk 2026, SXSW 2026, and IAB Annual Leadership Meeting 2026.
- 2025–2026: Continued refinement of the AI-powered Media Plan Optimizer, with improvements to diminishing returns modeling and cross-channel budget scenario planning.
Explore More Media Planning Tools
- Recast — Bayesian marketing mix modeling for always-on media measurement
- Northbeam — Multi-touch attribution platform for performance marketers
- Optimine — Marketing mix modeling and media optimization
- Keen — Predictive budget allocation and media planning platform
- optalX — Creative analytics with Intermix Modeling™ for direct response and brand equity
- Meta Business Manager — Native platform for Facebook and Instagram advertising
- Halliard — Media planning tool built for independent agencies and in-house teams