What does Google Analytics 4 refer to as interactions on a website or app?

In what way are incrementality experiments different from A/B experiments?

Incrementality experiments typically require a smaller sample size and less sophisticated statistical analysis. Incrementality experiments determine the impact of ads on a consumer’s decision to convert or not. Incrementality experiments measure the relative effectiveness of different versions of a marketing campaign. Incrementality experiments both require a holdback group to determine which version of an ad […]

If you want to know how well your Google Ads account will perform, what estimate should you use?

You should use optimization score. You should use recommendation score. You should use attribution score. You should use quality score. The correct answer is: You should use optimization score.

How would you describe a campaign that fell short of its target goal?

As a video campaign that had an expected brand favorability lift of 5% and an actual brand favorability lift of 5%. As an email remarketing campaign that had an expected lift in brand awareness of 5% and an actual lift in brand awareness of 12% As a search campaign that had an expected increase in […]