Overview
LiftLab measures the incremental impact of CTV campaigns through geo-based lift testing. It uses your business data to group similar markets, run controlled experiments, and quantify how much lift your MNTN campaigns are actually generating.
Check out LiftLab for more information.
Why it matters
Why it matters
A LiftLab test helps you understand how your MNTN CTV campaigns affect business outcomes, such as revenue and return on ad spend.
Through a LiftLab test, you can:
Understand true incrementality. See whether CTV is driving lift beyond what would have happened without it.
Build confidence in performance. Validate or challenge what other measurement approaches may show.
Optimize budget allocation. Use test results to inform whether spend should stay steady, increase, or shift across channels.
Strengthen full-funnel strategy. Understand how CTV fits into broader media planning beyond lower-funnel tactics.
Who it's for
Who it's for
This partnership is for advertisers who want to measure incremental lift from their MNTN campaigns and use the results to inform campaign strategy.
A geo-based lift test may not be a good fit if you have fewer than 1,000 conversions per week. The signal may be too thin to measure lift. Consider other ways to test campaign performance, such as A/B testing.
How it works
How it works
LiftLab uses your business data to group similar markets into treatment and holdout geos. Your campaign runs in the treatment geos, while the holdout geos are excluded from campaign exposure. After the test, LiftLab compares performance across both groups to measure incremental lift.
Before You Begin
You need an active MNTN account to create or update the campaign for your test. LiftLab creates your LiftLab account during setup.
To help LiftLab reliably measure your MNTN campaigns, structure them with measurement in mind. Follow the MMM and Incrementality guide to prepare your campaigns.
Set It Up
Discuss your goals with MNTN. Start with your MNTN sales or customer success representative to discuss lift testing.
Get a referral to LiftLab. If a lift test is a good fit, MNTN will refer you to LiftLab.
Work with LiftLab on the test design. LiftLab creates your account and works with you to develop a test design. Provide the data LiftLab requests to build the test model.
Review the test design. LiftLab sends you the test design by email and walks you through its metrics. The design includes the treatment and holdout geos you’ll use to configure your MNTN campaign.
Run a Test
In LiftLab:
Choose the outcome you want to measure. Work with LiftLab to select a sales, revenue, or other outcome for the test. It should align with the KPI you’re tracking in MNTN and your campaign objective.
If your product or service has a longer consideration period, consider measuring a higher-funnel event, such as audience engagement.
Review the test design. LiftLab will walk you through the metrics in the design and calculate a Power Score. A score above 90% is recommended. An 80% score is the minimum discussed for measuring lift. If your score is below 80%, work with LiftLab to adjust the design.
💡 Pro Tip: Tests take time to deliver statistically reliable results, especially for a non-clickable, top-funnel channel like CTV. Factor in your sales cycle and consideration period when setting the test duration.
In MNTN:
Install both MNTN Pixels. If your brand has a website, install the Tracking and Conversion pixels before launching. See Set Up and Manage Pixels.
Together, the pixels let you exclude existing customers and focus on incremental audiences. They also enable optimization insights, such as new user acquisition and conversion lift.
Create a campaign. You can test an existing campaign or create a new one. MNTN recommends one CTV campaign to support balanced delivery and clean data.
Build your prospecting audience and add the test geos. arget net-new users and follow the LiftLab design. In the campaign’s Audience tab, configure the treatment geos and exclude the holdout geos LiftLab provides. You can add markets individually or ask your LiftLab representative for a CSV. If you have trouble uploading it, contact your MNTN team.
For your audience:Focus on a top-funnel audience that isn’t already in your sales funnel.
Exclude previous site visitors and converters.
Consider the audiences you’re targeting in other channels to avoid overlap.
Avoid running lift tests for retargeting audiences.
Select the right objective. Choose the campaign objective that matches the KPI measured by your test, such as conversions or leads.
Set your budget. Set the campaign budget according to the test design for the full duration of the test.
Monitor your campaign. Once your campaign is live:
Keep the budget aligned with the test design.
Do not change audience targeting and contact your MNTN team before making other campaign changes.
Monitor impressions, engagement, and incremental actions.
You may have a midpoint check-in with LiftLab to discuss preliminary results.
💡 Pro Tip: Results signal feedback, not failure. Work with your MNTN team to review the results and plan next steps, especially if results differ from past performance.
After the Test
Conversions from CTV exposure can take longer to appear. Up to 40% of conversions may occur during the post-treatment period. MNTN recommends allowing at least two weeks after the test flight ends, and longer for businesses with longer sales cycles.
At the conclusion of the test, LiftLab and your MNTN team will meet with you to review the results and plan next steps.
Test findings can help you:
Understand your return on ad spend and marginal return.
Identify where diminishing returns begin.
Refine spend levels and reallocate budget across channels.
Improve future campaign planning with full-funnel modeling.
LiftLab combines experiment results with broader modeling to help you apply these learnings across your marketing funnel, not just the channels directly tested.
Next Steps
To explore other integrations, visit the link below.