This guide walks you through setting up a geo-based incrementality lift test for Universal Ads using the WorkMagic platform and manually configuring exclusions on Universal Ads.
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 Universal Ads.
You’ll be notified that Universal Ads only supports manual holdout setup.
Click Continue.
Step 2: Select a Geo Pairing
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 Universal Ads only supports 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 3: Manual Holdout Setup Instructions
WorkMagic will display specific instructions for setting up the holdout on Universal Ads:
Go to each Universal Ads campaign included in the test.
Using Location Targeting at the ad set level, search and add all the Control DMAs selected in the previous step. Make sure you set them as "Excluded" and input valid DMAs.
Search for the Control DMAs selected in Step 2.
Select each and click Excl (Exclude).
Ensure each is set to type = DMA.
Save the audience and exit editing.
Go back to WorkMagic interface and click Finish and continue.
Step 4: 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 5: Review and Finalize
The Test Name is automatically defined (e.g.,
20250708 – Universal Ads – 10% Shopify Orders), 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.