True Impact Analysis
Understand whether changes to your campaigns, adsets, or adgroups actually drove the performance you’re seeing or whether it would have happened anyway. Orphex separates your change from seasonality and baseline trends.
Causal Impact &Marketing EffectAnalysis
Metrics moved after your change but was it really you?
Move beyond simple before/after numbers. Estimate the incremental effect of budget shifts, bid changes or campaign updates, with a significance check.
Google AdsHigh-potential placements to invest
3 placements convert 2.3x above account average but are capped by budget.
Projected +18% ROAS
Stop Confusing Correlation with Causation
Traditional dashboards show you that sales went up, but not why. Standard attribution models fail to answer the most critical question: What would have happened if you did nothing?
Concrete Absolute Numbers
No more mental math translating percentages. Get clear, absolute numbers directly: "This change added 1,466 extra conversions over 7 days." Make data-driven decisions with flat metrics, not ambiguous percentages.
Baseline Counterfactual Modeling
Orphex automatically constructs a statistically sound counterfactual baseline. It predicts how your campaigns would perform without the modification, allowing you to measure the exact incremental lift.
How It Works
01 Smart Baseline Control
Historical Isolation
Orphex automatically filters out weekends, holidays, and natural organic traffic to find your true baseline before any ad modification.
02 Counterfactual Engine
"What If" Simulation
The moment a campaign shifts, our engine simulates the alternative reality: How would this ad group perform if you did nothing?
03 Pure Incremental Lift
True Attribution
By overlaying actual performance against the simulation, Orphex extracts the exact incremental revenue directly caused by your action.
Built for Real-World Marketing Decisions
Budget Scalability Testing
You doubled the budget on a top-performing Meta adset, but ROAS dropped. Did it drop due to creative fatigue, or did you just reach the saturation point? Causal Impact isolates the exact effect of your budget scale.
Campaign Structure & Creative Overhauls
When you launch a new Advantage+ campaign or change your bidding strategy, you need to know if the transition period actually delivered incremental value or just reallocated organic traffic.
Orphex Impact Analysis at a Glance
Who it’s for, what it does and how to start, in short answers.
| Who uses it? | Performance marketers and analysts who change budgets, bid strategies or campaign structure and need to report what the change actually did. |
|---|---|
| What need does it meet? | Before and after comparisons mix your change with seasonality and trends. Impact Analysis builds a baseline of what would have happened without the change and reports the difference. |
| Which category is it in? | Causal impact and incrementality analysis for advertising changes, part of the Orphex marketing analytics platform. |
| Benefits | Results in absolute numbers, such as extra conversions or revenue, with a significance check. It covers budget changes and bid strategy, target CPA and target ROAS changes, reads the change history from Google Ads and Meta so you do not have to log changes by hand, and can measure any other change from a date you enter. |
| What are the alternatives? | Platform lift studies (Meta Conversion Lift, Google Ads Conversion Lift), geo experiments such as Meta's open-source GeoLift, Google's open-source CausalImpact package, and media mix modelling in suites such as Funnel Measure. Lift and geo tests are stronger evidence but need planning and spend held back. Orphex fits better for measuring everyday changes you have already made. |
| Why this software? | It works on changes that already happened, with no holdout group and no code. It runs on your own account data and can run on a schedule. |
| How do you use it? | Connect Google Ads or Meta Ads, choose the change type and the campaigns or ad sets, set the target metric, then run it now or on a schedule. The result shows actual results against the baseline and the incremental effect. |
| Pricing | Prices are not published on the site. Impact Analysis is included in the Pro plan and above, and each detected effect uses AI credits from your plan's balance; the cost is known after the run. You get a quote in a demo. |
| Operating system | Web-based. Orphex runs in the browser at app.orphex.co, so there is nothing to install on Windows, macOS or Linux. |
| Technical requirements | A current version of Chrome, Edge, Safari or Firefox and connected ad accounts. Changes are read automatically from Google Ads and Meta Ads; for other changes you enter the date. By default the analysis uses the 30 days before the change and 7 to 10 days after it, so a change needs to be about a week old. |
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