Certainty that your ads drive new revenue.
We help mid-sized brands prove exactly which sales are truly incremental vs. which channels are just stealing credit. CFO-ready certainty on every dollar.
Quick 15-min discovery call to verify data compatibility
The financial risk of attribution in 2026.
As browser privacy protocols and cross-device fragmentation make deterministic tracking impossible, tools like GA4, Adobe Analytics and Meta Ads increasingly rely on data modeling to fill the gaps. This means reporting used to justify budgets are now built on a foundation of extrapolated data rather than verified business outcomes.
Correlation ≠ Causation
Attribution models wrongly assume a click caused every sale. They ignore baseline revenue and over-credit retargeting. This falsely rewards platforms for purchases that would have happened anyway.
The Privacy Blackout
Privacy restrictions like ATT and cookie deprecation make journey mapping impossible. Black-box modeling fails to fill these gaps. This leads to the undervaluation of top-of-funnel channels like CTV, short form video and podcasts.
The Infrastructure Tax
Client side pixels rely on fragile tracking that browsers actively hunt down and block. This outdated and unreliable data setup increases your risk of data leakage and privacy non-compliance.
The Solution: A causal measurement tool for isolating the true incremental impact of media spend. Incrementality testing uses your actual sales and spend data. No user-level tracking or pixels required.
Peer reviewed rigor.
Clear marketing answers.
We built Signal Depth so mid-sized marketing teams can run the same causal, incrementality tests as the Fortune 100, just by uploading a CSV.
Retrospective Geo-Audits
Turn your historical data into causal proof. We use your 12 months of city-level data to build a “Digital Twin” of your markets. Using Synthetic Control Methods, we create a robust counterfactual to isolate your true incremental lift and eliminate the biases of traditional tracking.
The SignalPrep Engine
Measurement projects usually die because of messy data. Our platform automatically flags outliers, corrects for seasonal volatility, and ensures your data is strictly “Geo-Ready” before you launch a test.
The Experiments Library
Don’t start from scratch. Access a suite of ready-to-run incrementality test templates designed for specific channels. blueprint exactly how to isolate true lift from Google PMax, Meta Advantage+, CTV, or YouTube.
Test Design & Analysis
Clear direction on which markets to isolate. Based on your uploaded data, Signal Depth selects statistically significant test and control groups, and provides spend guidance. We calculate the true iROAS when the test concludes.
Why smart marketers are moving beyond Web Analytics.
The difference between looking at correlations and measuring true causation.
| Feature | GA4 / Ad Platforms | Signal Depth |
|---|---|---|
| Measurement Type | CORRELATIVE “Users who clicked this ad converted.” | CAUSAL “This ad drove X conversions that wouldn’t have happened otherwise.” |
| Attribution Focus | Biased Heavily favors platform own channels (Google Search, YouTube). | Independent Completely free from platform incentives. |
| Methodology | Black Box Modeling Correlative naturalistic experiments & opaque path logic. | Causal & Transparent Rigorous geo-matched market testing using peer-reviewed & open source models (e.g., Synthetic Control Methods, Double ML). |
| Data Source | Fragile Relies on cookies, pixels and limited user identifiers. | Bulletproof Uses your actual aggregate, privacy-safe revenue data. |
| Financial Output | Platform ROAS Blended, correlative metrics that often inflate returns. | Incremental ROAS (iROAS) CFO-approved, true business impact. |
Alex Robb
Co-founder &
Chief Data Scientist
Measurement is a confidence game.
I spent 18 years in attribution and measurement, including 14 years at Google on the measurement team and managing a technical solutions consulting team for Google Analytics. I saw first-hand how much money is wasted when brands budget and optimize to attribution.
We’re building Signal Depth because mid-sized brands deserve the same scientific rigor as the Fortune 500, but without the black-box math or the headcount overhead.
Before co-founding Signal Depth, I partnered with brands and agencies to bridge the gap between multichannel media spend and incremental revenue:
We are looking for “Founding Partners” to co-design this platform. If you’re looking for an accurate view of your marketing ROI, let’s talk.
Still not sure Signal Depth is right for you?
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