Measuring True Incrementality in Mobile App Install Campaigns
Thesis
Ghost-bid holdout experiments revealed that 28% of attributed installs would have occurred organically, fundamentally changing the fintech client's budget allocation.
What's inside
- Ghost-bid experiment design and statistical methodology
- Organic baseline estimation across iOS and Android cohorts
- Budget reallocation framework based on true incremental CPI
Claims sourced from this document
incrementality methodology
Ghost-bid holdout experiments with statistical validation.
evidenced cross channel support
iOS and Android mobile app campaigns.
asserted