New geo testing capabilities span every channel and KPI, giving marketers real-time statistical visibility before a test ever launches
Austin, Texas—April 27, 2026—Measured, the AI-powered marketing effectiveness platform trusted by enterprise brands, today announced a powerful redesigned experience for deploying and analyzing complex omnichannel, incrementality experiments across multiple KPIs.
As brands expand across direct, retail, and marketplace channels, measuring the true incremental impact of advertising has grown increasingly complex. Historically, geo holdout tests with multiple KPIs and codependent tactics required data science expertise to design and run effectively. Marketers have long wanted a testing platform that is simple enough to use independently, flexible enough to handle complex measurement, and transparent enough that analysts can trust what it produces.
The new capability introduces a guided step-by-step experience for designing tests that can measure multiple conversion types across multiple tactics, including online, retail, amazon and other marketplace channels. Marketers can configure test length to optimize for speed (e.g. 2-4 weeks) or precision (e.g. 6-12 weeks), holdout size, and budget, while seeing in real time how each decision affects minimum detectable effect, revenue risk, and likelihood of detecting lift. Market selection remains fully flexible, and results are surfaced with confidence intervals across all conversion types for easy comparison.
"Geo testing has always been the most credible way to answer 'is our advertising actually working?' The question was never whether the methodology was right. It was whether teams without a data science team could actually design and scenario plan a complicated omni-channel test on their own," said Trevor Testwuide, CEO of Measured.
"Our new Geo Designer interface changes that. For the first time, marketers can run a complicated omnichannel test on their own timeline, and the analysts reviewing those results can see exactly how they were produced."
Omnichannel testing draws on Measured's synthetic control methodology — the same approach used across the Measured Platform by brands including Unilever, Vuori, VF Corp, among others. The new geo testing experience is accessible to all Measured clients via the Measured Platform.
Geo Designer Market Selection
Geo Testing Multiple Conversion Type Results
About Measured
Measured is the AI-powered marketing effectiveness platform trusted by enterprise brands. Since 2017, leading marketers have used our award-winning platform to manage, test, plan, and optimize over $35 billion in full-funnel media investments. Measured’s unique combination of analyst-grade expertise and triangulated data helps marketers prove the incremental impact of their advertising and maximize ROI with unmatched ease, accuracy, and efficiency. For more information, visit www.measured.com.
Media Contact
Danielle Poggi
Berns & Co.
dpoggi@bernsandco.com