Your attribution says €7.60 back per euro. Only €1.90 is incremental.
A tested return per channel, instead of four dashboards that all claim the same conversions. When finance challenges the Meta budget, you put the test on the table.
One number per channel, reconciled to your revenue, with your attribution’s number beside it. Your reporting stays as it is. The test decides the budget.
Budgets move on measured incrementality, kept fresh by a standing calendar. The top 1% of advertisers run this with in-house teams. You get it without building one.
Test results correct your attribution numbers, so every budget decision you make after the test is a better one.
A country splits into regions. Some get the change, the rest do not, and the difference in your own revenue is the answer. Which change depends on what you are asking.
A test result does not sit in a deck. It flows into the system that already runs your accounts, so every budget proposal, every pacing call and every alert from then on uses the corrected number.
Before anything is promised, Nupact does the maths on your own regions, history and spend, channel by channel. Some channels can be tested. Some can only be read through the platform. Some are too small to read at all, and the check says so.
| Channel | Verdict | Spend share | Test design | First result |
|---|---|---|---|---|
| Google · Search-DE, non-brandsearch ads | We can test it | 31% | Regional go-dark, half the regions, eight weeks. Brand search excluded | Week 10 |
| Meta · Advantage+ Sales-DEsocial ads | Platform runs it, we check | 28% | A regional split means restructuring the campaign. Meta’s own lift study is cleaner: Meta runs it, we check the result against your revenue | Week 8 |
| Meta · Retargeting-DEsocial ads, own audience | We can test it | 9% | Holdout on your own customer list: half of it sees no ads from you, on every platform, for six weeks | Week 8 |
| TikTok · Spark-DEshort video ads | Too small to test | 5% | Too small for a regional test. TikTok’s own lift study where available; otherwise a benchmark, flagged as unmeasured | — |
A standing calendar keeps every channel’s number current as seasons and channels change. It is what the top 1% of advertisers run in-house.
The corrected attribution and the weekly estimate run all year. Lift studies are run by the platforms and checked by Nupact. Holdouts and regional tests are run by Nupact.
Bring the regional history of one channel and we run the check: what can be read at your scale, how long it takes, and what each design would cost you.