What action could the analyst take to determine if the difference is meaningful?

An advertiser is reviewing campaign results in Facebook Attribution and determines that optimizing its campaigns for website content views appears to be more successful than optimizing for clicks.

Details reviewed were as follows:

• A last touch attribution model was used

• Look back window was 90 days

• Campaigns optimized for clicks delivered a cost per view for SO.55

• Campaigns optimized for website content views yielded a cost per view of S0.49

The advertiser wants to assess whether or not this difference is meaningful or due to random chance before adjusting its strategy accordingly.

What action could the analyst take to determine if the difference is meaningful?
A . Run a multi-cell Conversion Lift test
B . Run data-driven attribution
C . Run a single-cell Conversion Lift test
D . Run a single linear regression analysis

View Answer

Answer: A