Control group inside the campaigns.
The credible answer to "did your ads actually drive these sales?" for brands who keep asking, and retailers who need to prove it.
What it does
Show which sales the ads actually drove.
Brand advertisers keep asking retailers a hard question. Did your ads really drive these sales, or would they have happened anyway? Standard reporting cannot answer it. Osmos Incrementality builds a control group inside the campaign. Most eligible users see the ad, a small holdout does not. The difference is the credible answer.
95/5 control group, configurable
Eligible users assigned exposed or control. 95/5 default split, configurable per campaign based on audience size and statistical needs. A clear read on what the ad actually drove.
Eligible-audience scoping
Eligibility logic identifies users who would have qualified for ad exposure. Control group matches the exposed profile for a clean, like-for-like comparison.
Product-level funnel comparison
Product View, Add to Cart, and Purchase tracked for both exposed and control. Lift measured at every funnel stage, not only at final conversion.
Built into campaign setup
Measurement turns on at campaign launch. No separate study build, no second contract, no extra integration. Lives in the same console as the campaign.
Incremental ROAS reporting
Per-campaign incremental conversions, revenue, and ROAS. CFO-ready exports for budget conversations with brand finance teams.
Budget allocation guidance
Reports show which campaigns drive net-new sales versus captured demand. A defensible answer for ad-served revenue, ready for renewal and finance conversations.
See Incrementality in action.
A 30-minute walkthrough with the Osmos measurement lead. Control group setup, funnel comparison, incremental lift report, and the EA pilot onboarding plan.
Success stories
How retailers broke their ceiling.
How Mr DIY turned 1,100 stores into a scalable In-Store retail media network
in-store screens live
stores activated
marquee brands live
mass merchandise
In-store
Apollo 24x7 achieves 200% revenue growth in two months with smarter PLA optimization
2m revenue growth
pp in budget utilisation
CPC increase
Healthcare
Onsite
GET STARTED
See which campaigns actually drive net-new sales.
A 30-minute walkthrough with the Osmos measurement lead. Control group setup, funnel comparison, incremental lift report, and the EA pilot onboarding plan.
Commitment-free consultation on your top needs and challenges. Discover product capabilities and how Osmos may help.
frequently asked questions
Your questions, answered.
Answers about how Osmos Measurement sits inside your store stack.
Minimum 8 weeks with sufficient audience reach. A reliable answer requires statistical confidence, which requires both time and volume. Smaller campaigns may need longer windows.
Onsite sponsored display campaigns in Phase 1. Other campaign types and ad formats are scoped for follow-on releases. Eligibility depends on the campaign having a clear audience definition and sufficient reach.
Standard reporting shows clicks, conversions, and ROAS but cannot tell you whether those conversions would have happened anyway. Incrementality splits users into exposed and control groups, then measures the difference. Only the difference is sales the ad actually drove.
Brands keep asking retailers whether their ads actually drove the sale. Without a control group, the honest answer is uncertain. Control-group measurement gives retailers a defensible answer few retail media platforms can offer today.