Know what your marketing is causing today.
Stella measures incremental impact as your marketing changes, so you can see whether a spend change actually drove more revenue.
From Professional ($3,000/mo).
Illustrative.
Trusted by growth teams who left enterprise measurement vendors
The business keeps moving.
Creative changes, spend scales, campaigns launch and pause, and last quarter’s answer quietly goes stale. Always-On measures what those changes cause as they happen.
When marketing moves, Stella measures.
When a campaign meaningfully changes spend, Stella runs a 15-day before-and-after causal read that controls for your other spend and confounders. The result is a daily view of incrementality per campaign and channel, recalibrated by your holdouts and MMM refreshes.
Illustrative.
Always-On doesn’t replace experiments.
It fills the gaps between them. The daily read is only as accurate as the tests that calibrate it, which is why the automated signal carries the least weight on its own.
It isn’t attribution either. Attribution assigns credit to touchpoints; Always-On measures whether marketing caused additional outcomes.
What 92 YouTube holdouts say about running incrementality continuously →
Recent studies are weighted higher, so accuracy compounds as you keep testing.
Take the answer anywhere.
Chat in Stella, connect your own Claude via MCP, or push it all to your warehouse.
With Stella, you know.
Whether that budget change moved sales.
An automated causal read on each eligible change.
Which campaigns create lift.
And which never have.
Which campaigns are past saturation.
And which have room before it.
When incrementality drifts.
Creative fatigue and causal decay, caught as they happen.
Whether the number is stale.
And when the next test should recalibrate it.
Today’s read, not last quarter’s.
Without waiting 20 days for a formal result.
Ask Stella what changed.
How incremental a channel is right now, and where budget should move this week.
Hear it from the brands we run measurement for.
Always-On incrementality questions, answered.
What is Always-On Incrementality?
Always-On Incrementality is Stella’s daily view of how much your marketing is causing, per campaign and channel. It updates when campaigns, spend or channels change, and holdout experiments and media mix model (MMM) refreshes recalibrate it periodically.
How is Always-On Incrementality different from attribution?
Attribution assigns credit for a conversion to the touchpoints before it. Always-On Incrementality measures whether marketing caused additional outcomes. Instead of asking which channel gets the credit, it asks what would have happened without the spend change.
How does Always-On Incrementality work with media mix modeling?
Always-On gives you a current read on incremental impact as marketing changes. Media mix modeling shows how each channel responds to different levels of spend. Stella uses your holdouts and MMM refreshes to recalibrate the daily view, so it stays grounded as your marketing moves.
Is Always-On a substitute for running holdouts?
No, and it is not meant to be. Always-On is the daily view; it is only as accurate as the evidence that calibrates it. Formal holdouts and MMM refreshes periodically recalibrate the daily read, and the automated signal inherits their rigor between tests. Teams that keep testing get the sharpest daily numbers.
How does a spend change qualify for a study?
When a campaign meaningfully changes spend, Stella runs a 15-day before-and-after causal analysis, controlling for your other spend and confounders. The change only qualifies if the window is clean, with no other change within a few days on either side, so each read is not contaminated by something else moving at the same time.
How fast is it compared to a holdout?
A geo holdout takes 20 days or more before you get a read. Always-On keeps a current view per campaign and channel continuously, so you move from insight to action in days. Run holdouts for the rigorous number, and let Always-On keep it fresh in between.
Which outcomes can I measure?
Target the response to Shopify revenue, Amazon revenue, or total revenue, so you can see how incremental Meta is on Shopify versus Amazon versus your blended business, not just one platform.
What plan includes Always-On?
Always-On Incrementality is included from Professional ($3,000/mo) and up. Incrementality testing and media mix modeling are in every plan, free and up.
See your daily incrementality.
A founder will show you Always-On running on your channels, and how your holdouts and MMMs keep it honest.