Attribution
Conversion Lift Study
A platform-run experiment (available on Meta, Google, and TikTok) that measures incremental conversions by randomly splitting audiences into test and control groups at the platform level. More statistically rigorous than basic A/B tests because it uses platform-level randomization. However, still controlled by the platform, which creates potential conflicts of interest. Best used as a validation tool alongside independent incrementality measurement rather than as the sole source of truth.
Why it matters
It is a platform-run incrementality test, which makes it both the easiest to run and the one with the most obvious conflict of interest.
In practice
Worth running, worth checking. Compare the lift figure against your own holdout on the same channel before acting on it.
Related terms