Credit is one thing.Impact is another.
Separate credited conversions from the additional outcomes caused by advertising.
Separate credited conversions from the additional outcomes caused by advertising.
Define the question
Attribution assigns credit under reporting rules. It does not by itself show that a conversion would disappear without the campaign. Incrementality asks a causal question. Google distinguishes attributed conversions from differences measured between exposed and control groups in Conversion Lift studies.
Plan before observing
For a proposed experiment, write the decision first: would additional purchases justify expanding this campaign? Define the outcome, eligible population, duration, and decision rule. Check whether the control group can encounter the campaign elsewhere and document overlapping promotions.
Report uncertainty
Low volume or noisy data can leave a study inconclusive. That is not automatically evidence of no effect. In a weekly readout, separate observed performance, experimental evidence, and proposed actions. Strong attributed revenue can coexist with an unresolved experiment; keep both statements visible.
Sources and further reading
The references below support the definitions and methods discussed. Implementation examples and recommendations reflect Atakan AI’s perspective.
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