Goodway Group Measures overall 11% Incremental Lift on Bookings From YouTube With Skai’s Incrementality Testing Solution
Challenge
Goodway Group, a leading digital media agency, was tasked with evaluating the true impact of YouTube for a major multi-location healthcare brand. The goal: determine whether YouTube advertising drove incremental value — specifically new patient bookings — beyond what would have occurred organically. Traditional attribution methods lacked the precision needed to isolate YouTube’s unique contribution, prompting the need for a more rigorous test-and-control approach.
Solution
To meet this challenge, Goodway Group leveraged Skai’s Incrementality Testing solution. The test ran from December 13, 2024, through January 22, 2025, with a 30-day post-campaign attribution window. This six-week geo-based holdout test ran across the client’s U.S. DMAs. The framework was simple: 20 % of regions were exposed to ads and 80 % were not. Using historical booking data, Skai’s models helped optimize regional assignments and ensured the test design’s statistical soundness.
Throughout the process, Goodway Group led the strategy and execution, using Skai’s intuitive platform to activate the test, analyze results, and align measurement with client goals. The collaboration enabled fast setup, privacy-compliant testing, and high-confidence insights to quantify YouTube’s incremental impact on new patient acquisition.
Results
For both the test-only and post-test duration measurements, Skai’s learning algorithm and models showed that YouTube drove a significant lift in new patient bookings at the 95 % confidence level. In fact, bookings rose +17 % during the campaign and continued to rise +3% after, for an overall incremental lift of 11.3%.
This outpaces typical YouTube benchmarks, where incremental lift often falls between 2%–10%, underscoring the platform’s performance-driving potential when executed strategically. These results validated Goodway Group’s measurement-led strategy, building a strong case for continued investment in YouTube and cross-channel incrementality testing at scale.
“Skai’s incrementality platform enabled us to run a clean, geo-based holdout test that isolated YouTube’s true impact on patient bookings. The results gave us clear, data-backed validation of our strategy and a solid foundation for future performance measurement.”
Sharon Kwak
Senior Data Insights Analyst, Goodway Group
About Goodway Group
Goodway Group is a global marketing services company that unlocks growth for the world’s most progressive and forward-thinking brands. We do this by pioneering and utilizing today’s most innovative and holistic solutions across commerce, consulting, connection, and conversion to drive meaningful, impactful business outcomes for marketers. A fiercely independent, family-owned marketing partner with more than 90 years of global business expertise, our differentiator is our advantage. We combine one team, five disciplines, and relentless impact to help continually unlock, create, and fuel new sources of growth, opportunity, and potential for your business. Learn more at www.goodwaygroup.com.
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