Holdout Testing Cadence and Cannibalization Risk
Frequent testing contaminates control groups and masks true channel performance.
Marco Quintero-Vidal
Section
Incrementality Testing
8 stories in Incrementality Testing.
Interpreting Incrementality Test Results With Noisy Baselines
How to fix noisy baselines before incrementality tests fall apart.
Tobias Wehrle
Ghost Ad Holdout Design for DTC Paid Social
Ghost ads measure true ad impact by withholding exposure while preserving auction conditions.
Tobias Wehrle
Incrementality vs Conversion Rate Lift as Proof Standards
Incrementality testing isolates causation; conversion lift only measures correlation.
Marco Quintero-Vidal
Selection Bias in Engagement-Based Lift Claims
Comparing engaged shoppers to non-engaged shoppers measures intent, not the AI tool's actual value.
Tobias Wehrle
GEO-Based Holdout Tests for Shopify Brands
Platform dashboards inflate ad performance; geo-holdout tests reveal what actually drove sales.
Priya Nandakumar
Minimum Detectable Effect Sizing for Ecommerce Experiments
Most teams skip the math and end up chasing sensitivity they can't actually afford.
Priya Nandakumar
Incrementality Testing for On-Site Conversion Tools
Holdout tests reveal whether on-site tools truly drive sales or just attract ready-to-buy visitors.
Tobias Wehrle