Scope
This guide covers measurement for Incrementality Holdouts. Availability depends on your tenant package, role and configured providers.
Purpose
Compare eligible exposed and control audiences for lift analysis.
Review lift with sample size and experiment limitations.
Before you start
Correct tenant and project selected
Required source or provider is available
An accountable owner is identified
Test data can be separated from live activity
Procedure
- Write the decision the report must support and choose the correct scope.
- Review lift with sample size and experiment limitations.
- Verify source freshness, identity coverage and the reporting window.
- Compare the result with campaign, customer and commercial context.
- Record data gaps, assumptions and alternative explanations.
- Create the next task, experiment or operating change from the finding.
Verify the result
Review lift with sample size and experiment limitations. Confirm that the intended record, state, run or report is visible to another authorised operator and that its next owner is clear.
Completion checkpoint
The capability is in the intended state, evidence is current, exceptions are owned and the next action can be understood without a separate status message.
Controls and limitations
Prevent control contamination and document experiment decisions. Predictive, attribution and recommendation outputs support operator judgement; provider and data limitations remain relevant.