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7min chapter
😍Geo-lift tests, incrementality, and other flavors of post-ATT measurement with Aayush Sakya (Head of UA at Earnin) 😎
The Mobile User Acquisition Show
Focusing on Incrementality and Geo Hold Out Tests
The chapter explores the importance of incrementality in measurement systems and discusses the recommendation of structuring geo hold out tests to prove channel effectiveness. It also highlights the need to adjust metrics based on learnings from the geo lift test and working with analysts for customer distribution understanding.
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Discover
highlights
Listen to the best highlights from the podcasts you love and dive into the full episode