An analyst wants to measure a campaign that is delivering across Facebook and Paid Search. The client wants to understand the causal sales impact of each channel. Which methodology should the analyst use?

An advertiser runs a campaign that yields the following results:

The results are statistically significant. What is the incremental ROAS for each test?

An ecommerce brand decides to run a Facebook campaign, targeting men, to sell its recently released product. The company plans to run a single-cell Conversion Lift test to understand whether that campaign can achieve significant sales lift.

The Facebook pixel is correctly integrated on its website. It also recently released a mobile app with exclusive offers only available when a customer orders through the app. In the past, it has had a narrower target of men, ages 18-44, and it plans to use the same media weight that it has used in previous campaigns.

What is a potential issue that may affect the measurement of this campaign?