Design and run geo experiments to measure incremental marketing lift and determine optimal budget allocation. Frame a hypothesis and select treatment type: scale-up or hold-out. Define experiment scope by setting duration and number of markets. Select primary KPI and specify historical data window for baseline analysis without requiring data uploads. Choose the channel to test and optional secondary KPIs for tracking. The platform identifies and ranks candidate markets, automatically pre-selecting the highest-ranked option based on suitability criteria. Deploy experiments with one click—the system automatically configures the selected markets without manual tagging or setup. Review the market split between treatment and control groups before launching. After experiment completion, results include statistically significant incremental revenue measurements, true incremental return on ad spend (iROAS), and treatment versus control group comparisons. Connect geo experiment findings to channel-level, campaign-level, and creative-level performance through integrated attribution capabilities.