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IncrementalityTEST

IncrementalityTEST is an R package for analyzing collections of randomized incrementality experiments. It pairs treatment and control observations, calculates experiment-level effects, and estimates uncertainty using Student’s t and nonparametric bootstrap confidence intervals.

Installation

# install.packages("remotes")
remotes::install_github("vkobayashi/IncrementalityTEST")

Quick start

library(IncrementalityTEST)

results <- data.frame(
  experiment = rep(paste0("test_", 1:5), each = 2),
  group = rep(c("control", "treatment"), 5),
  RPU = c(10, 11.2, 8, 8.7, 12, 13.1, 9, 9.8, 11, 12.4)
)

analysis <- analyze_incrementality(
  results,
  metric = "RPU",
  bootstrap_times = 2000,
  seed = 2026
)

analysis
analysis$differences

Main functions

• calculate_metrics() calculates RPU, BR, AOV, and TPB safely.
• metric_differences() validates and pairs treatment/control observations.
• t_confidence_interval() estimates a confidence interval for a mean effect.
• bootstrap_incrementality() produces a reproducible percentile interval.
• analyze_incrementality() runs the complete workflow.

The original incrementality_metrics(), test_metric(), t_test_cf(), incrementality_func(), and res_boot() interfaces remain available for existing code.

Data assumptions

Each row represents one group-level result within one experiment. An experiment must have exactly one control row and one treatment row. By default the effect is:

treatment metric - control metric

Positive effects therefore indicate improvement under treatment. This package summarizes a collection of experiment-level effects; it does not replace user-level randomization checks or experiment-specific power analysis.

See vignette("incrementality-workflow") for a complete tutorial.

Development

install.packages(c("devtools", "testthat", "knitr", "rmarkdown"))
devtools::document()
devtools::test()
devtools::check()

Issues and contributions are welcome through the GitHub repository.

These binaries (installable software) and packages are in development.
They may not be fully stable and should be used with caution. We make no claims about them.
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