About

Most marketing case studies are vendor brochures dressed up as journalism. This isn't that.

Every case study here documents a real lead generation campaign — the channel, the spend, the creative, the targeting, and most importantly, what the incrementality test showed. We publish the wins and the losses, because the losses are usually more useful.

How we measure

Where possible, results are based on holdout tests: a portion of the audience (or geography) is excluded from the campaign and used as a control group. The difference in conversions between treatment and holdout is the true incremental lift — not the inflated number a platform reports back to itself.

Why this exists

We built Adcountable to automate this kind of testing for marketing teams. This blog is the long-form version of what Adcountable does at scale.