Incrementality

Incrementality is the only deterministic, scientific way
‍to capture the total impact of a channel.

Measure true lift

Separate real impact from conversions that would have happened anyway - especially in retargeting and branded search.

Steer spend with less risk

Test awareness spend, new channels, or higher spend levels in selected regions before you roll them out across a full market.

Keep your model calibrated

Feed measured lift back into Klar’s MMM so it stays grounded in real-world outcomes, not just modelled assumptions.

Geospatial Testing Methodology

Identify the real incremental impact of a channel.

Klar runs incrementality as a geo-based workflow: define a clear question, design the test, build and validate the control, let the exposure period run, then read the effect in business terms.

Build a control you can trust.

Klar builds a synthetic control from weighted regions that best predict what your test region would have done without the intervention. That gives you a more credible counterfactual than comparing one market to another by instinct.

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Start with a test design you can act on.

Good tests begin before spend moves. Klar helps structure the question, select exposed and holdout regions, size the budget change, and estimate the runtime needed to reach a meaningful result.

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Read results in the metrics that matter.

Once the test has run, Klar measures the delta across outcomes such as revenue, orders, and customers, and expresses efficiency through metrics like incremental lift, iROAS, incremental CAC, or incremental CPO where relevant.

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Use it where attribution reaches its limit.

Incrementality is built for the decisions that usually stay fuzzy: whether retargeting is really additive, how much halo your awareness spend creates, whether a new channel deserves budget, or whether an existing channel can still scale efficiently.

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Incrementality- Causal evidence that strengthens your measurement

Feed every test back into Unified Marketing Measurement.

The value is not just the one-off answer. Klar uses test learnings to calibrate MMM and strengthen the broader measurement model over time, so future budget decisions start from a better baseline.

Discover Unified Measurement

By measuring what a channel really adds, geo tests
‍are most useful for:

Retargeting Channels

Understand the effectiveness and incrementality of your retargeting channels.

Awareness Channels

Measure the halo effect your awareness channels really have.

Channel Scalability

Proof the scalability of a channel before wasting money on it.

"Before using Klar we were very reliant on Meta and spend was hitting a ceiling. Klar gave us way more signals allowing us to aggressively scale up new channels without decreasing contribution margin."

Jonas Geuens, Director eCom @ Loop Earplugs

What our customers love about Klar

Jonas Geuens

Director of eCom @Loop Earplugs

"It's almost crazy to me that something like Klar has not existed before. It gives me access to all the insights I need to make critical decisions and monitor and optimize our performance on daily basis. Worth every cent."

Benjamin

Co-Founder @yfood

"Klar gathers data from all different sources into one model and uses this data to give me actionable output, which I can use to steer the marketing investment.”

Philipp

Co-Founder & CMO @Holy

"After I joined OACE as CEO, Klar gave me full visibility of my P&L and all reports I needed in order to steer the business effectively after a few days of onboarding."

Alexander Glörfeld

CEO @OACE

"I'd recommend any brand that wants to scale whilst keeping profitability in mind to work with Klar!"

Emre Girkin

Founder & MD @cfab by creamy fabrics

"With Klar, we can clearly see which channels generate revenue and which just burn through budget without impacting performance."

Eva Hibler

CMO @Bears with Benefits

"With Klar’s unified attribution we were able to profitably grow 344% over two years to 50m in revenue by expanding our marketing mix into more awareness focused channels like TikTok and Pinterest."

Georg Blümer

Co-Founder & MD @Maniko Nails

"I use Klar for 4 years now and just love it - I see which channels drive incremental revenue, realtime contribution margins, and if the team is doing a good or bad job."

Alex Lodeweyckx

CMO @Sheko

"Klar is an absolute Game Changer for our business. If you are still wasting hours with manual data exports and still not getting all the insights you need, look no further."

Johannes

CEO @Ahead

"All numbers and KPIs are easily accessible and decisions can be made not just on feeling but with hard evidence. With my morning coffee in hand it takes me 3 min to get the state of the affairs and see who performed how."

Ellen

Head of Operations @JACKS beauty line

"Klar’s capability to delve into the nuanced impact of channels, creatives & influencers has become a strategic asset. This granular perspective empowers us to navigate our business with precision, enhancing our overall economic awareness."

Lise

Director of Revenue @The Female Company

"We now have a far greater understanding of how our customers shop, what engages them in our store and which combinations of products are most likely to make them reorder again."

Tim

CEO @3Bears

"Looking at Meta, TikTok or TV ads, Klar shows us where our conversions really come from and lets us make the right decisions from there."

Christian Bozic

Head of Performance Marketing @Carly Solutions

“In particular, we were convinced by how quickly the integration works. The entire onboarding was completed after one week to the extent that we had full confidence in the data and were able to work with it.”

Daniel

Financial Controlling & Data Analytics @pinqponq

"For us, it’s absolutely vital to have Klar as an objective view of where our traffic comes from, which channels are profitable for us, and where we should invest more money."

Marco Kammermeier

Director Digital @Platinum

"I can’t recommend Klar to every eCom business highly enough – its attribution features let you manage your ad spend much more effectively and provide far more accurate data than any other tool."

Aref Zaiour

Head of Performance Marketing @Sheko

"I use Klar every day! It's our Single Source of Truth at HOLY and a very easy to use tool for everybody in the company."

Fabian Kohler

Paid Social Lead @HOLY

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