Case Study: Goodway Group achieves 11.3% incremental lift in bookings with Skai’s YouTube incrementality testing

Goodway Group Measures overall 11% Incremental Lift on Bookings From YouTube With Skai’s Incrementality Testing Solution

Goodway Group, a global digital media agency, needed to determine whether YouTube advertising was truly driving incremental new patient bookings for a major multi-location healthcare brand. To answer that question, the team turned to Skai and its incrementality testing solution to move beyond traditional attribution and isolate YouTube’s real business impact.

Using Skai’s geo-based holdout testing approach across U.S. DMAs, Goodway Group ran a six-week test with a 20% exposed group and 80% control group, plus a 30-day post-campaign attribution window. Skai’s models showed a 95% confidence level lift in bookings, with results of +17% during the campaign and +3% afterward, for an overall incremental lift of 11.3%, validating continued investment in YouTube.

Goodway Group

Sharon Kwak

Senior Data Insights Analyst