Research · Gordon, Zettelmeyer, Bhargava and Chapsky, Marketing Science 38(2), 2019
A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook
empirical measurement research
Supports reading an attributed figure as a method's output and never as incrementality: observational attribution has been shown to differ widely from experimental lift.
Read A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook · retrieved 2026-09-26
What it informs — 4
- enforcedMake outcome quality, calculation method and attribution inspectable
- enforcedCause is read by a declared design
- enforcedA value a plan fixes is a governed parameter
- enforcedA deliverable is a method the industry already writes
This source is what the model was built from. It does not itself commit the model to anything — a commitment does, and the ones it informs are named above.