How to Use Incrementality Testing to Establish Causal Impact of Google/Meta Ads

In this video, I explain 3 types of AB testing or experimental approaches, all of which can be broadly called incrementality testing. However, following Google's definition, I show that pre-post analysis is strictly speaking, not a kind of incrementality testing. I give a walkthrough of 3 different incrementality testing templates and show how you can use statistical concepts like significance and regression analysis to try & establish causality. Needless to say, this isn't a very straightforward exercise and involves a lot of advanced topics, but if you have to master marketing analytics, there is no way around this. I have tried to keep the discussion as simple as possible so that those uninitiated in advanced statistics can also follow along.
Want the templates? Get them here:
topmate.io/kisholoy_mukherjee...

[@javi_digital_zone]

amazing work dude! Thanks for sharing

[@kisholoymukherjee]

Thanks so much