Always-On Incrementality
‍So You're Never Guessing.

Stella runs incrementality measurement continuously so your budget decisions are based on what's true today, not what was true last quarter.

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Automated causal analysis. Running every day.

The moment you connect your platforms, Stella ingests up to two years of historical data and starts running causal analysis on every major fluctuation in spend, campaign launches, and channel shifts. No holdouts. No paused campaigns. No location exclusions. Just automated pre/post intervention modeling with confounders pulled from every connected data source. You get two years of incremental insights on day one, and fresh analysis running daily from there.

Directional on its own.
Deadly accurate when calibrated.

Let's be honest about the tradeoff. Anytime you automate measurement, you trade some precision for convenience. On its own, Stella's always-on analysis is a strong directional signal. But the real power unlocks when you calibrate it. Run a proper holdout test or MMM, whether through Stella or another platform, then feed those results into always-on. Now your incrementality factors aren't a static number from a test you ran three months ago. They update continuously, capturing the natural fluctuations that make a single-point-in-time incrementality factor unreliable for ongoing decisions.

From insight to action.
Every week.

Most teams run an incrementality test, get a number, put it in a deck, and never operationalize it. Stella's always-on tool generates marginal growth curves from your incremental data, so you can see exactly how much to spend on each channel or campaign to maximize marginal returns. Not a theoretical recommendation. A weekly, calibrated spending guide that tells you where your next dollar creates the most revenue. This is what it actually looks like to operationalize incrementality.

Connect your platforms. That's it.

No data uploads. No manual configuration. No test regions to select. Just connect your ad platforms, Shopify, Amazon, BigQuery, Snowflake, Google Sheets, or wherever your data lives, and Stella starts working. We ingest up to two years of historical data and begin modeling automatically. If you need a connector we don't have yet, we'll build it.

How Always-On Incrementality Works

Connect Your Platforms in Minutes

Link your ad platforms, Shopify, Amazon, BigQuery, Snowflake, or Google Sheets. Stella automatically ingests up to two years of historical data and begins running causal analysis on every major shift in spend and campaign activity. No uploads. No configuration. You're live on day one.

Calibrate With Real Experiments

Always-on analysis is directional out of the box. To sharpen it, feed in results from holdout tests or MMMs, from Stella or any other platform. This calibrates your incrementality factors so they reflect true causal impact, not just statistical correlation. Most teams do this once per quarter and see accuracy improve dramatically.

Optimize Spend With Marginal Growth Curves

Stella translates your incremental data into marginal growth curves that show exactly where your next dollar drives the most return. Channel by channel. Campaign by campaign. Updated daily. This is what it looks like to actually operationalize incrementality instead of just measuring it.

Simple pricing.
Continuous measurement.

Incrementality isn't a quarterly report. It's a daily operating system. Stella's always-on analysis runs every day, gets smarter with every calibration, and turns measurement into a spending strategy you actually use.

Stella Starter

$500/mo

Always know if your spend is actually working.

$2500/month

Start free trial

Live incrementality dashboard

2 years of data ingested on day one

Optimizations triggers new analyses

Measure iROAS without pausing ads

Marginal growth curves per campaign

Powerful directional reads

Calibrate for accuracy with holdouts

Find the true impact of every single dollar with Stella

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Everything you need to know about Always-On Incrementality

Quick answers to the most common questions from marketers.

What is Stella's Always-On Incrementality tool?

Stella's Always-On Incrementality tool runs automated causal analysis every day across all your connected platforms. It identifies the true incremental impact of your campaigns by analyzing pre/post intervention periods and accounting for confounding variables. Unlike one-off tests, it runs continuously so your incrementality factors stay current as your media mix changes.

How is this different from a standard incrementality test?

A standard holdout test gives you a precise snapshot at a single point in time. Always-on gives you a continuous read. It doesn't require pausing spend or holding out locations. It's directional on its own, but when you calibrate it with proper holdout tests or MMMs, it becomes a living incrementality system that captures fluctuations a static test result never could.

How do I get started?

Connect your platforms. That's it. Stella integrates with all major ad platforms, Shopify, Amazon, BigQuery, Snowflake, and Google Sheets. The moment you connect, we ingest up to two years of historical data and begin running causal analysis automatically. No CSV uploads. No manual setup. If you need a connector we don't support yet, we'll build it.

What are marginal growth curves?

Marginal growth curves show you the relationship between spend and incremental return for each channel or campaign. Instead of just knowing something is or isn't incremental, you can see exactly where your next dollar has the highest marginal return and where you've hit the point of diminishing returns. It turns measurement into a weekly spending strategy.

How much does Always-On Incrementality cost?

Always-on incrementality is included in the Starter plan at $500/month, which gives you continuous causal analysis and daily iROAS reads across all your campaigns. The Professional plan at $3,000/month adds unlimited holdout tests and Bayesian MMMs for calibration. Both plans are month-to-month with no hidden fees or scaling costs.

Is there customer support available for Stella users?

Yes. Stella includes free onboarding, email support, and an optional hands-on service (+$1,000 per month) for teams who want deeper guidance and help with pulling the data in the proper format for Stella. Most users find Stella intuitive on her own, but our team is always available to help with questions or strategy.

Always-On Incrementality‍So You're Never Guessing.