Do a geo-location holdout. This idea is basically to stop either one advertising channel or one region of the country for a certain period of time. During that period, everything else should stay the same. By doing that, you might find that a channel that on paper is very profitable (Google search ads let’s say) is actually causing zero incrementality. In other words, regardless of whether you spend on Google search ads or not, you make the same amount of sales. You might find that some channels are underperforming (being credited more sales than they actually generate) and other channels … Continue reading Determine which advertising channels result in incremental sales