- 1Your details···
- ···2Your numbers
- 3Your verdict
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Most paid channels
aren't growing your brand.
They're just taking credit.
Run a 90-second incrementality test on any paid channel. Built on Shopify totals, not platform self-reporting. Find out whether your next £5k of spend will scale your brand — or quietly disappear into attribution overlap.
Run an incrementality test on one channel.
Trusted by modern DTC brands
● Sample run
See what your verdict looks like
A real channel plugged into the framework. Yours arrives the moment you finish the 90-second test.
Incremental MER
£1.42
vs base £1.18
Incremental CAC
£67
vs break-even £85
Verdict
SCALE
channel has headroom
Headroom
+£3.5k/mo
at +£2,500 extra spend
Three numbers, one
honest answer.
Built on Shopify totals for the 30 days before and after a deliberate spend change. The maths is boring. The answer isn't.
01 · Incremental MER
1.42×
Return on every extra £1 you spent on the channel — judged against your baseline MER, not the platform's reported ROAS.
02 · Incremental CAC
£67
True cost of the next new customer the channel brought in. Compared to your break-even CPA to flag profitability.
03 · The verdict
Scale ▲
One of four clear calls: scale further, hold, diminishing returns, or pull back. No spreadsheet gymnastics.
We were burning £40k a month on Meta that wasn't doing anything. SPG ran the incrementality test in a week and we cut the channel cold. Revenue didn't move.
Things growth
leads ask first.
Built by Social Paradigm Group, an incrementality-first growth consultancy for DTC brands.
Ninety seconds to enter the numbers. The actual incrementality test on your channel runs for 30 days — you compare the 30 days before and after a deliberate spend change on one channel.
Meta, Google and TikTok all double-count. They will each claim the same sale. The only number that doesn't lie is your Shopify total revenue and new-customer count for the window. We build the verdict on that.
If you change two channels at once you can't attribute the lift. Incrementality testing is rigorous because it isolates one variable. Test one. Then the next. Then the next.
You can skip it — the tool will still give you a one-dimensional verdict based on incremental MER. With break-even CPA we give a sharper two-dimensional read on whether the new customers are profitable.
No. One email confirms access to the tool. The strategy call is optional and only offered after you've actually run a test.