Library · Traffic · How to run this
Holdout lift is not platform ROAS
A holdout (geo or audience) spends while a control does not. Incremental ROAS = lift $ ÷ holdout spend. Type holdout spend $, lift $, and control $.
Pair: Incrementality holdout on Traffic. Books: platform vs modeled. Bid floor: min ROAS.
What you type
Holdout spend $ — media $ in the test / holdout cell for the window.
Lift $ — measured incremental revenue $ vs the control design (typed from the holdout report).
Control $ — control cohort revenue $ in the same window (for lift-vs-control context).
Incremental ROAS = lift ÷ spend. Lift vs control % = lift ÷ control. Bid on incremental ROAS when the holdout is the book you trust — do not invent a lift chip.
What not to do
Do not invent lift $. Do not mix platform-reported ROAS into the lift field. Do not compare holdout spend from one week to control revenue from another. Do not treat modeled revenue as measured lift.
Related: Traffic, platform vs modeled, min ROAS, multi-touch vs last-click.
Procedure
- Type holdout spend and measured lift $.
- Type control cohort revenue $.
- Bid on incremental ROAS when the holdout is the trusted book.
Failure modes
- Inventing lift $.
- Mixing platform ROAS into the lift field.
- Comparing holdout spend and control from different windows.
Worked example
None on this page yet. When one lands it will be a real case: what broke, the number, and what changed. Not a composite.
Glossary
- Incremental ROAS
- Measured lift $ ÷ holdout spend $. Not platform-reported ROAS.
Work with us — We run this job on your accounts. Services
FAQ
- Is this platform vs modeled?
- Related books. [Platform vs modeled](/manuals/northbeam-platform-vs-modeled) compares two revenue books. This page is holdout spend vs measured incremental lift $.
- Is this min ROAS from contribution?
- Related bid. [Min ROAS](/manuals/roas-target) is a contribution floor. This page is incremental ROAS from a typed holdout.
- What lift dollars should I invent?
- None. Type the measured lift $ from the holdout export for that window.