Best Incrementality Testing Tools for Facebook Ads

Skai is the best marketing platform for brands that want to plan, activate, and measure growth strategies through the most engaging digital channels. Skai is the only marketing platform that combines data-driven insights with best-of-breed optimizing to help brands make informed decisions, scale up and measure performance across Google and Facebook, Microsoft, Amazon and Walmart, Roundel and Apple Search Ads. Machine-learning algorithms and artificial Intelligence from Skai leverage market signals to help companies predict and keep up with the omnichannel customer journey. Skai is backed by Sequoia Capital and Arts Alliance, Tenaya Capital and Bain Capital Ventures.

Robyn is a cutting-edge, open-source Marketing Mix Modeling (MMM) tool created by Meta’s Marketing Science team for experimental purposes. It aims to assist advertisers and analysts in constructing thorough, data-driven models that assess how various marketing channels affect business results, such as sales and conversions, while ensuring privacy through aggregated data. Instead of depending on tracking individual users, Robyn delves into historical time-series data by integrating marketing expenditure or reach information—encompassing ads, promotions, and organic initiatives—with performance indicators to evaluate incremental impacts, saturation effects, and carry-over dynamics. The package utilizes a combination of classical statistical techniques and contemporary machine learning methods; it employs ridge regression to mitigate multicollinearity in complex models, performs time-series decomposition to differentiate between trends and seasonal patterns, and incorporates a multi-objective evolutionary algorithm for optimization. This innovative approach allows businesses to gain deeper insights into their marketing effectiveness and make more informed decisions based on robust analysis.