Incrementality: Test vs Control Regions, Incremental Sales and iROAS vs Reported ROAS
This lesson is part of the course
In this lesson
You use a test-versus-control comparison to estimate what the test regions would have sold without ads, measure the incremental sales the ads really caused and compare the incremental ROAS with the reported one.
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Lessons in this course
- Sponsored-Listing Auctions: Bid × Relevance, Ad Rank and Second-Price Cost per Click Locked
- Campaign Metrics by Keyword: Impressions, CTR, Cost per Click, Conversion Rate and CPA Locked
- ROAS vs Margin: Break-Even ROAS, Profit per Keyword and a Scale / Hold / Cut Rule Locked
- Incrementality: Test vs Control Regions, Incremental Sales and iROAS vs Reported ROAS Locked
- Halo Sales and Cannibalisation: Related Products, Own-Brand Switching and Net Incremental Profit Locked
- Share of the Digital Shelf: Sponsored and Organic Positions on Page One Locked
- Budget Pacing: Daily Spend vs Plan, Projected Month-End Spend and Bid Adjustments Locked
- Allocation & Dashboard: Diminishing Returns, the Next-Dollar Rule and a Chart Locked