ADKEEN

Glossary

Geo Experiment

An experiment that compares advertising exposure and outcomes across defined geographic areas, typically holding some regions out as a control.

Measurement, Attribution & IntelligenceAdvancedSource: Industry consensus

Definition

An experiment that compares advertising exposure and outcomes across defined geographic areas, typically holding some regions out as a control.

Why it matters

Geo experiments are the most practical incrementality-testing method for most oractitioners, since they do not require platform-level user holdouts.

Related terms

Incrementality TestA controlled experiment designed to determine whether advertising generated outcomes that would not otherwise have occurred.Selection BiasDistortion caused when the people exposed to advertising differ systematically from those who are not exposed.

Practitioner notes

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