Incrementality testing answers whether your ads actually cause sales or just reach people who would have bought anyway. For DTC and Shopify brands in 2026, these tools help you run holdout tests and measure true incremental revenue from Meta, Google, and other channels.

Here are the top 5 tools and apps for incrementality testing and lift study in 2026.

1. Northbeam: The Premier Incrementality Measurement Platform 🏆 Best Overall

Northbeam is purpose-built for incrementality testing and media mix modeling (MMM), providing DTC brands with the most accurate understanding of their marketing ROI. It helps you identify which channels and campaigns truly drive incremental sales, rather than just claiming credit for organic conversions.

• Core Value: Northbeam enables brands to move beyond last-click attribution, accurately measure the incremental impact of every marketing dollar, and optimize spend for true business growth.
• Key Feature: Holdout Testing & Geo-Lift Studies. Conduct controlled experiments to isolate the incremental impact of your campaigns, providing statistically significant results.

2. Triple Whale: The Unified Ecommerce Operating System

Triple Whale provides a unified dashboard that consolidates data from all marketing channels, analytics, and profit metrics. While Northbeam focuses on incrementality, Triple Whale offers a comprehensive view of your overall business performance, including key metrics like MER, ROAS, CAC, and LTV, which are essential for contextualizing incrementality findings.

• Core Value: Triple Whale gives you a clear, real-time view of your marketing performance and profitability, enabling faster, data-driven decisions to scale your ecommerce business, and helps you monitor the impact of incremental changes.
• Key Feature: Unified Data Aggregation. Connects to all major ad platforms, analytics tools, and Shopify to provide a single source of truth for your marketing data, allowing for holistic performance analysis.

3. Klaviyo: The Customer Platform for Email & SMS

Klaviyo is the leading email and SMS marketing platform for Shopify, offering robust segmentation and automation capabilities. For incrementality testing, Klaviyo can be used to create control groups for email/SMS campaigns or to segment audiences for specific tests, ensuring that the impact of your messaging is accurately measured.

• Core Value: Klaviyo helps you build highly segmented customer lists and automate personalized email and SMS flows, which can be leveraged to design and execute incrementality tests for owned marketing channels.
• Key Feature: Advanced Segmentation & Flow Automation. Create granular customer segments based on behavior and purchase history, then use these segments to define test and control groups for incrementality experiments.

4. DataFeedWatch: The Product Feed Optimization Specialist

DataFeedWatch is a powerful tool for optimizing product feeds for various advertising channels. While not directly an incrementality tool, optimized product feeds lead to more relevant ads and better campaign performance, which in turn makes incrementality testing more effective by ensuring the campaigns being tested are performing at their best.

• Core Value: DataFeedWatch helps you create highly optimized product feeds that improve ad performance, increase product visibility, and ensure consistent product data across all marketing channels, indirectly supporting more accurate incrementality measurement.
• Key Feature: Advanced Feed Mapping and Transformation. Allows for granular control over product data, enabling you to tailor feeds for specific channel requirements and optimize for performance, which is vital for efficient paid advertising campaigns.

5. VWO Testing: The A/B Testing & Experimentation Platform

VWO Testing is a comprehensive A/B testing and experimentation platform that allows Shopify brands to test different variations of their website pages, elements, and user flows. While incrementality focuses on channel-level impact, VWO helps measure the incremental impact of on-site changes on conversion rates.

• Core Value: VWO helps you optimize your website and app experiences by running controlled experiments, leading to higher conversion rates, improved user engagement, and increased revenue, complementing channel-level incrementality insights.
• Key Feature: A/B Testing, Multivariate Testing, and Personalization. Offers a robust suite of tools for running various types of experiments and delivering personalized experiences to different user segments, directly impacting on-site conversion incrementality.

Conclusion

The right stack for incrementality testing and lift study in 2026 starts with accurate data. Combine tracking, optimization, and reporting tools so your Shopify store and ad spend perform at their best.