The difference between the two groups is the incremental effect of the advertising. Geo tests use cities or regions as the groups, which works without user-level tracking and suits privacy-restricted measurement.
Formula
Lift = (Results in exposed group − Results in holdout) ÷ Results in holdout
Check whether a test result is real, or plan how many visitors and days a test needs before you start.
Related terms
- IncrementalityIncrementality is the share of results that would not have happened without a marketing activity.
- Statistical significanceA result is statistically significant when it is unlikely to have occurred by chance at a chosen confidence level, commonly 95%.
Where this comes up
Operator's Notes, Issue 01: The storefront is moving, and you won't own itMeta, Google and OpenAI each made a move on who owns the moment someone decides to buy. What the agent race means for brands, the WhatsApp pricing change Indian D2C should act on, and a 60-minute agent-ready feed audit. A measurement stack a CFO can trustPlatforms over-claim, analytics under-counts and the order database is the only source that never lies. How to build measurement that holds up in the boardroom.Part of the growth marketing glossary by Shiva Sharma.