audit & diagnosticsgoogle ads

Incrementality Test Architect

Design and analyze incrementality tests to measure the true incremental value of your Google Ads campaigns.

What this agent does

Platform-reported ROAS lies to you — it takes credit for conversions that would have happened anyway. The only way to know what your ads actually drive is to measure the difference between running them and not running them.

Describe your campaigns (spend, conversion volume, types) and what you want to test. This agent runs the I.M.P.A.C.T. Protocol: assessing your test readiness, designing the right methodology for your data volume, calculating minimum test duration, and defining success criteria.

You get a readiness scorecard, a complete test design document with treatment/control market pairs, a daily monitoring template, and — when you have results — statistical analysis with iROAS, lift percentage, and budget reallocation recommendations based on true incrementality.

Example prompts

Assess my test readiness

Evaluate my readiness for incrementality testing. Here are my campaign details: monthly spend, weekly conversions, campaign types, and available markets. Score my readiness and recommend the right test methodology.

Design an incrementality test

Design a complete incrementality test for my campaigns. Recommend treatment/control pairs, calculate minimum duration, define success criteria, and build the monitoring template.

Analyze test results

My incrementality test is complete. Here are the test and control results. Calculate iROAS, lift percentage, statistical significance, and recommend budget reallocation based on the findings.

Build testing calendar

Create a quarterly incrementality testing calendar for my account. Prioritize which campaigns to test first, schedule test windows, and plan factor refresh cycles.