Glossary
Selection Bias
Distortion caused when the people exposed to advertising differ systematically from those who are not exposed.
Measurement, Attribution & IntelligenceAdvancedSource: Industry consensus
Definition
Distortion caused when the people exposed to advertising differ systematically from those who are not exposed.
Why it matters
This is the specific flaw that makes naive exposed-vs-unexposed comparisons unreliable.
Related terms
Practitioner notes
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