Scope
This guide covers daily operation for Incrementality Holdouts. Availability depends on your tenant package, role and configured providers.
Purpose
Compare eligible exposed and control audiences for lift analysis.
Create and protect the holdout through the campaign period.
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
- State the operating objective and the record, audience, campaign or project in scope.
- Create and protect the holdout through the campaign period.
- Inspect the current status and supporting context before changing anything.
- Account for system behaviour: Maintain assignment and collect eligible outcomes consistently.
- Resolve failures, missing data or approval requirements before continuing.
- Close the loop: Review lift with sample size and experiment limitations.
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.