What Truelift does

Truelift, operating as Truelift Marketing And IT Solutions LLP, is an India-based SaaS company headquartered in Mangalore with a corporate office at World Trade Center in Bengaluru. The company provides a unified ad measurement and incrementality platform for B2C marketers, positioning itself as India's first ads incrementality measurement platform. Its core technology combines always-on AI-driven Marketing Mix Modeling (MMM) — built on Google Meridian's open-source architecture — with synthetic lift experiments using geo-lift and matched-market synthetic control methodology to quantify true causal incremental lift across online and offline channels. The product surface spans a Dashboard, GeoLift, MMM, and Reports modules, augmented by a Budget Optimizer (claiming 15-25% more sales at the same total budget through marginal-return reallocation) and a Scenario Planner for what-if forecasting with confidence bands. Advisory support from ex-Meta and Amazon measurement specialists runs the monthly cadence with clients, effectively bundling senior consulting into the SaaS offering.

The platform integrates with Meta, Google Ads, Amazon, Shopify, TikTok, Branch, and Google Analytics 4 to ingest spend and sales data across D2C, e-commerce, Q-commerce, and offline retail, including channels traditionally considered unmeasurable such as TV and print. Truelift sells through a direct enterprise field-sales motion with two pricing structures: a performance-based outcome model (zero upfront, up to ~50% of fees contingent on proven savings, first results in ~7 weeks) and an annual platform license priced by data volume. The company serves 25+ Indian consumer brands with $800M+ in cumulative ad spend analyzed, with named customers spanning FMCG (Sweet Karam Coffee, Bellavita, Plix), fashion and marketplace (Myntra), eyewear retail (GKB Hi Tech Lenses), and advertising agencies (Adbuffs). Truelift was co-founded by Pratham Hegde (CEO, ex-Director/Head of Marketing Science at Meta, ex-Amazon) and Rohit Saini (COO, ex-Meta and Amazon measurement lead, PhD in Economics), and achieved Badged Meta Measurement Partner status in February 2026.

Name

Truelift

Legal name

Truelift Marketing And IT Solutions LLP

Website

https://truelift.ai

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Truelift is an India-based SaaS platform that provides AI-driven incrementality measurement and Marketing Mix Modeling for B2C marketers, combining always-on MMM with synthetic lift experiments to quantify true incremental ad-driven sales across online and offline channels. It serves 25+ Indian consumer brands.

Ownership category

akta.pro rank

Product category

Marketing Analytics & Ad Measurement Software

NAICS

Advertising Agencies (54181), Media Buying Agencies (54183), Web Search Portals and All Other Information Services (519290)

SIC

Services-Prepackaged Software (7372), Services-Advertising (7310)

akta.pro primary industry

Attribution, Measurement, Analytics & Incrementality (BPAMALAF)

akta.pro secondary industries

Performance Marketing Automation & Bid Management Services (MPAAACAM), Programmatic Display & Video (DSP/RTB) (BPAFACAC)

Keywords

• Marketing mix modeling
• Incrementality measurement
• Ad measurement platform
• Synthetic control experiments
• Omnichannel attribution

Headquarters

HQ city

Mangalore

HQ country

India

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations

Revenue model

1. Performance-based (Pay-as-you-go): Zero upfront cost; client pays a share of the savings proven by TrueLift, with most of the fee payable only after results land. Up to ~50% of the fee payable only after results. Full advisory and platform included from the start. First savings expected in approximately 7 weeks. Designed so that TrueLift only wins when the client wins.
2. Annual Platform License: Annual subscription, priced by data volume. Always-on measurement run in-house with dedicated advisory hours included. Includes always-on models and experiments, unlimited scenarios and reports, and dedicated advisory hours. Measurement can run against the client's own data warehouse.

Pricing tiers

Go-to-market motion2 records

Distribution channels1 record

Marketing channels4 records

Core offering

Truelift provides a SaaS platform that quantifies true incremental advertising lift across online and offline channels. It combines always-on AI-driven Marketing Mix Modeling (MMM) with geo-lift and synthetic control experiments to separate genuine ad-driven sales from organic baseline, and pairs the technology with senior measurement advisory from ex-Meta and Amazon specialists.

Product overview

Truelift offers a unified incrementality measurement and Marketing Mix Modeling platform combining always-on AI-driven models with synthetic lift experiments and senior advisory support. The core TrueLift Platform incorporates Dashboard, GeoLift, MMM, and Reports modules, augmented by the Budget Optimizer and Scenario Planner tools that turn calibrated measurements into actionable budget decisions. Advisory Support from ex-Meta and Amazon specialists runs the monthly measurement cadence alongside the platform. The platform integrates with Meta, Google Ads, Amazon, Shopify, TikTok, Branch, and Google Analytics 4 to pull spend and sales data across all channels including D2C, e-commerce, Q-commerce, and offline retail.

Differentiator

Problem solved

Functional benefit

Products and services

• TrueLift Incrementality Measurement Platform An always-on SaaS platform that combines AI-driven Marketing Mix Modeling with geo-lift and synthetic control experiments to quantify true incremental advertising lift across online and offline channels, including D2C, e-commerce, Q-commerce, TV, print, and offline retail. Sold to enterprise and mid-market consumer brands in India, typically engaged via direct sales and annual subscription or performance-based pricing.
• Budget Optimizer A module of the TrueLift Platform that recommends reallocation of existing marketing budget to maximize incremental sales. It reads each channel's marginal return, pushes the next rupee to where it works hardest, and pulls from channels where platforms over-report; projects 15-25% more sales at the same total budget.
• Scenario Planner A what-if forecasting module within the TrueLift Platform that models budget shifts across channels, regions, or time and projects incremental sales and ROAS with confidence bands. It accounts for adstock, carryover, and diminishing returns per channel to support board-ready budget decisions.
• Senior Measurement Advisory A senior advisory service staffed by ex-Meta and Amazon measurement specialists who design experiments, interpret results, and translate findings into board-ready decisions. Included as part of both pricing tiers and runs on a monthly cadence with client CMOs and marketing leaders.

Quantifiable outcome

• 15-25% more sales at same total budget through reallocation by marginal return (Budget Optimizer)
• +4 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

AI capability3 records

Feature6 records

Partnerships

Four partnerships are on record, tiered core.

• BranchcoreTechnology or IntegrationBranch integration enables Truelift to pull spend, impressions, and sales data from Branch-connected channels, feeding into the incrementality measurement platform for unified omnichannel analytics.
• Google Analytics 4 (GA4)coreTechnology or IntegrationGA4 integration allows Truelift to pull web analytics data, combining it with ad spend data to build calibrated incrementality models that separate true ad-driven sales from organic baseline.
• Google MeridiancoreTechnology or IntegrationTrueLift's always-on MMM models are built on Google Meridian architecture, leveraging an open-source MMM framework to provide channel-level incremental ROAS with continuous validation.
• MetacoreGTM or Marketing PartnerTruelift is a Badged Meta Measurement Partner, recognized for expertise in incrementality-led measurement. This partnership enables Truelift to access Meta's measurement capabilities and provide brands with verified incrementality insights on Meta advertising.

Scale indicators9 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Triple Whale: Triple Whale provides D2C/ecommerce measurement, attribution and analytics for Shopify-first brands. Comparable to Truelift on customer overlap (growth-focused consumer brands) and category (marketing measurement SaaS), though lighter on MMM.
• Measured: Measured is a US-based incrementality platform that runs geo experiments to quantify true incremental return across media channels for consumer brands. Direct peer to Truelift's synthetic lift / geo-lift methodology.
• Lifesight: Lifesight is a Singapore/India-based unified marketing measurement platform offering MMM, incrementality and attribution for consumer brands across APAC. It is the closest direct competitor to Truelift in the Indian omnichannel measurement market.
• Northbeam: Northbeam is a US-based incrementality and attribution platform for DTC and e-commerce brands using geo-lift and MMM. Highly comparable to Truelift in methodology (causal lift measurement) and target customer (CMOs of consumer brands).
• Recotap: Recotap (now TMMData/related) provides omnichannel marketing analytics and attribution for Indian consumer brands. Directly comparable as an India-based measurement platform for D2C and omnichannel marketers.

Broad incumbents

• LiveRamp: LiveRamp provides identity resolution and cross-channel measurement infrastructure used by major advertisers and platforms. It overlaps with Truelift on omnichannel measurement ambition and enterprise CMO customers.
• Analytic Partners: Analytic Partners is a long-standing global MMM and ROI analytics firm serving enterprise brands. It represents the incumbent version of what Truelift is building — established MMM depth but at enterprise scale rather than India-SMB focus.
• Nielsen (NielsenIQ / Nielsen Media): Nielsen is the legacy global measurement incumbent across media, retail and consumer panels. Relevant broad peer because Truelift explicitly competes with TV, print and offline retail measurement historically owned by Nielsen.

Others

• Wpromote (and similar performance agencies with measurement practices): Wpromote and similar large performance marketing agencies have built internal MMM and incrementality practices that compete with dedicated measurement platforms. Comparable because they target the same CMOs and increasingly bundle measurement with media buying — analogous to how Adbuffs engages Truelift.

Emerging players

• Google Meridian (open source): Google's open-source Meridian MMM framework underpins Truelift's models and is freely usable by any brand or consultancy. It represents the emerging open-source alternative that could disintermediate paid MMM platforms if paired with in-house expertise.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/trueliftai
• LinkedInlinkedin.com/company/trueliftai

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Truelift