--- title: "Advanced Media Measurement - EdgeAngel" description: "Incremental Tests, MMM, BigQuery ML. Measure the real impact of your advertising investments." url: https://edgeangel.co/en/marketing-activation/advanced-media-measurement lang: en --- > Site index for agents, read it before exploring further : https://edgeangel.co/llms.txt > Canonical HTML page, which also carries the diagrams and visuals : https://edgeangel.co/en/marketing-activation/advanced-media-measurement # Advanced Media Measurement [Incremental Tests, MMM and Advanced Attribution](https://edgeangel.co/en/marketing-activation/advanced-media-measurement#expertises) Measure the real impact of your marketing investments. EdgeAngel supports you in deploying advanced measurement methodologies: incremental tests, MMM, multi-touch attribution and causal analysis. [Parler de votre projet](https://edgeangel.co/en/marketing-activation/advanced-media-measurement#contact) [Nos Expertises](https://edgeangel.co/en/marketing-activation/advanced-media-measurement#expertises) A/B Experiment Variant A 2.4% CR VS WINNER Variant B 4.8% CR Uplift +100% ## Our performance measurement expertise 01 / 04 - ### Incremental Tests & Impact Measurement (iROAS) - Measure the real impact of your advertising campaigns with advanced and proven statistical methodologies. - **Conversion Lift (Meta & Google Ads)**: exploitation of native platform incremental testing features. - **Geographic Tests (TBR - Time-Based Regression)**: measurement of incremental impact via control and test zones. - **Causal Impact**: Bayesian statistical analysis to estimate the real causality of your advertising investments. - **iROAS Calculation (incremental ROAS)**: determination of real return on ad spend, beyond classic attribution. - ### Marketing Mix Modeling (MMM) - Identify the contribution of each marketing lever in your mix to optimize your investments. [Discover our MMM services with Google Meridian →](https://edgeangel.co/en/marketing-activation/agence-mmm-google-meridian) - **MMM Project Scoping**: definition of scope, objectives and temporal granularity adapted to your business. - **Data Collection and Preparation**: aggregation of media data (spend, impressions) and business data (revenue, traffic) for modeling. - **Statistical Modeling**: application of multivariate regressions to quantify the impact of each marketing channel. - **Budget Recommendations**: scenario simulation to identify the optimal allocation of your media budgets. - ### Advanced Attribution Modeling - Go beyond classic attribution models to understand the true contribution of each touchpoint. - **BigQuery ML & Linear Regression**: multi-touch attribution modeling with Machine Learning directly in your Data Warehouse. - **Custom Attribution Models**: creation of custom models adapted to your specific customer journeys (position-based, time-decay custom). - **Ad Saturation Analysis**: identification of diminishing return thresholds for each channel. - **Multi-model Comparison**: confrontation of different attribution models for a complete view of performance. - ### Impact Analysis & Performance Measurement - Implement a robust measurement system to drive your marketing decisions with data. - **Test Protocol Design**: rigorous definition of control and treatment groups, test period, and success criteria. - **Statistical Significance Analysis**: application of hypothesis tests (Student, Chi2) to validate result robustness. - **Result Debiasing**: adjustment of metrics to compensate for platform over- or under-attribution. - **Management Dashboards**: real-time visualization of impact KPIs (iROAS, Lift, marginal contribution) in BigQuery/Looker. Need personalized support? [Talk to an expert](https://edgeangel.co/en/marketing-activation/advanced-media-measurement#contact) ### Incremental Tests & Impact Measurement (iROAS) - Measure the real impact of your advertising campaigns with advanced and proven statistical methodologies. - **Conversion Lift (Meta & Google Ads)**: exploitation of native platform incremental testing features. - **Geographic Tests (TBR - Time-Based Regression)**: measurement of incremental impact via control and test zones. - **Causal Impact**: Bayesian statistical analysis to estimate the real causality of your advertising investments. - **iROAS Calculation (incremental ROAS)**: determination of real return on ad spend, beyond classic attribution. SUCCESS STORY: HEALTH BRAND ## Social Ads: What is the real impact when tracking tools contradict each other? Launching a new acquisition channel like Social Ads poses an immediate challenge: who to believe? In this business case, GA4 attributed only **270 sales** to the channel, while the Business Manager claimed **500**. Impossible to steer or accelerate calmly with such a gap. To clear the fog, we confronted these visions with statistical reality (incremental analysis). **The verdict?** We applied Google's Causal Impact framework, which allows identifying the impact of a marketing action based on a learning phase and co-variables. Thus, the model was able to detect **x4 more sales** than the analytics measurement and **x2** compared to the ad platform vision. Result: We were able to arbitrate with the client to increase budgets and accelerate growth on a healthy basis. ### Causal Impact Model +26% LIFT "The statistical model reveals a clear positive gap between prediction (red) and reality (green) from the campaign launch." Vue détaillée 01 / 04 ## The EdgeAngel Difference 01. ### AI, Data & Marketing Expertise Essential for driving and optimizing marketing, maximizing performance, and limiting regulatory risks. 02. ### Premium Consultants Responsive, proactive with solid and proven expertise in AI & digital marketing data (and we're nice!). 03. ### Personalized Collaboration EdgeAngel adapts to your organization for a tailor-made and efficient collaboration. ## Advertising Measurement Experts For data-driven marketing decisions - ### Pauline Guibert Experte en Analytics Engineering Pauline transforme vos données complexes en insights business clairs et actionnables. Elle se spécialise dans la modélisation de la donnée au sein du Data Warehouse pour construire des "data marts" sur mesure, répondant précisément à vos enjeux business. Son expertise en Data Visualisation (Data Studio, Power BI) et en définition de logiques métiers (LTV, scoring) permet de transformer les données en véritables leviers de performance. - ### Hélène Somdecoste-Lespoune Experte en Data Marketing et Analyses CRO Hélène accompagne les clients EdgeAngel du Ecommerce (Kiloutou), de Lead Generation et du Gaming pour dominer leur marché grâce à une collecte de données optimisée et des dashboards ultra-performants. Son expertise en analyses CRO et en conformité RGPD transforme les parcours utilisateurs en leviers de conversion. Avec des solutions de tracking mobile comme Firebase et Piano Analytics, Hélène convertit les données en stratégies marketing qui font la différence. ## Your advanced measurement tools BigQuery ML, Incremental Tests, MMM - [ ### Google Meridian (MMM) Google's open source framework for Marketing Mix Modeling, based on Bayesian causal inference. ](https://edgeangel.co/en/marketing-activation/agence-mmm-google-meridian) - ### Causal Impact (Google) Statistical library to estimate the causal impact of an intervention on a time series. - ### Robyn (Meta MMM) Open-source Marketing Mix Modeling code to measure the effectiveness of media channels. - [ ### Google Analytics 4 Data-driven attribution and conversion path analysis. ](https://edgeangel.co/en/data-foundations/google-analytics) - ### BigQuery ML Creation of custom attribution and prediction models directly in the data warehouse. ## Ready to accelerate your growth ? Let's discuss your data and marketing challenges. We'll respond within 24 hours. ### Paul Schmitt Consulting Director "Our goal is to make your data actionable to generate concrete value, quickly." [Or call us directly: +33 1 84 16 42 20](tel:+33184164220) ## Our expert notes on the subject [ Expert Note ### Causmos & Causal Impact: Measuring Social Ads Campaign Effectiveness How the Causal Impact method, combined with Google's Causmos, allows quantifying the real impact of Social Ads campaigns in 2025. EdgeAngel case study. Read the note → ](https://edgeangel.co/en/notes/causal-impact-causmos)[ Expert Note ### Google Analytics: Data Modeling and Attribution Master data modeling and attribution in Google Analytics: conversions, behavior, reporting, and Consent Mode for precise analyses. Read the note → ](https://edgeangel.co/en/notes/ga4-modelisation-donnees-attribution)[ Expert Note ### AdAttributionKit: Innovation in Ad Campaign Tracking on iOS 18 AdAttributionKit revolutionizes ad campaign tracking on iOS. What's new? How does it differ from SKAdNetwork and other attribution methods used by Adjust and AppsFlyer? Read the note → ](https://edgeangel.co/en/notes/adattributionkit-linnovation-dans-le-suivi-des-campagnes-publicitaires-sur-ios-18) ```json {"@context":"https://schema.org","@type":"Organization","name":"EdgeAngel","url":"https://edgeangel.co","logo":"https://edgeangel.co/assets/brand/edgeangel-logo.svg","sameAs":["https://www.linkedin.com/company/edgeangel"],"contactPoint":{"@type":"ContactPoint","email":"hello@edgeangel.co","telephone":"+33 1 84 16 42 20","contactType":"customer service"}} {"@context":"https://schema.org","@type":"Service","name":"Advanced Media Measurement - EdgeAngel","description":"Incremental Tests, MMM, BigQuery ML. Measure the real impact of your advertising investments.","provider":{"@type":"Organization","name":"EdgeAngel","url":"https://edgeangel.co"},"areaServed":"France","url":"https://edgeangel.co/en/marketing-activation/advanced-media-measurement"} ```