This guide walks you through setting up a geo-based incrementality lift test for Axon using the WorkMagic platform and manually configuring exclusions on Axon.
Step 1: Create a New Lift Test in WorkMagic
Navigate to the Lift Test in the WorkMagic platform.
Select "Create new lift test".
Choose your primary metric (e.g. Orders or New Customers).
Under Test channel, select Axon.
You’ll be notified that Axon only supports manual setup.
Click Continue.
Step 2: Select Test Level
Select the test level and save. For manual setup, just select platform level and save
Step 3: Select a Geo Pairing
Currently for Manual setup we only support Pause-to-measure method
Choose a recommended Geo-Pairing of control vs. test DMAs.
You will see projected percentages of total orders and sales per group.
Select one pairing that best matches your campaign scale or performance distribution.
Click Continue.
❗ Note: Because Axon requires manual holdouts, historical ad data via API is not accessible to recommend geo-pairing, which has the highest chance to yield statistically significant results.
Step 4: Manual Setup Instructions
WorkMagic will display specific instructions for setting up the holdout on Axon:
Open the Axon dashboard and go to all ongoing campaigns relevant to the test.
Click on the campaign name to open it.
On the campaign page, click Edit Campaign Targeting.
In the Edit Targeting section, select Specific States.
Tick all states except the Control States chosen in the geo-pairing step.
Save the campaign.
Go back to WorkMagic interface and click Finish and continue.
Step 5: Define Your Test Schedule
Set the start and end dates of your lift test.
Testing period and Cooling period is automatically defined.
Click Continue.
Step 6: Review and Finalize
The Test Name is automatically defined (e.g., 20250930 - Axon - 9% DTC Orders - PTM), you can edit the name if needed.
Review all configurations:
Purpose
Primary Metric
Geo Pairing
Holdout setup reminder
Scheduling
If all looks correct, click Schedule now.