Key Metrics
Measured lift/impact
Statistical significance
Incremental ROAS
Total attributed revenue
Confidence intervals
Understanding Results
Results show actual incremental impact vs. control group
Significance level indicates reliability of results (aim for 95%)
Confidence intervals show possible range of true effect
Compare actual lift to expected lift to validate ROI assumptions
Using Results
Model Calibration
Input results into model calibration
Update channel ROI assumptions
Refine budget allocation recommendations
Strategic Planning
Inform budget allocation decisions
Guide channel strategy
Validate or challenge existing assumptions