Re:Uber discovered they’d been defrauded out of 2/3 of their...
by legitster on Sunday January 03, 2021 @10:01PM
(#25627532)
Absolutely. You can give a campaign its own website or URL if you want to test something like the effect of a specific billboard or radio ad.
Or you can do the equivalent of an excess mortality study but for client acquisition or product sales. You take something like the month of January and you say "this is what we expect for web traffic given our standard traffic for that month, and extrapolate it with your average web activity growth". And so long as you have "clean" months to compare it to (with no ads running), you can get a pretty decent back of envelope about what your ad campaign did.
Like, there's so many different ways you can cut the apple, it's patently ridiculous they made those claims.
To give them a bit of credit, there's something to be said for there being a lot of bad ad spending out there. But like the stock market, there's a tacit understanding that it's more or less efficient.
Or you can do the equivalent of an excess mortality study but for client acquisition or product sales. You take something like the month of January and you say "this is what we expect for web traffic given our standard traffic for that month, and extrapolate it with your average web activity growth". And so long as you have "clean" months to compare it to (with no ads running), you can get a pretty decent back of envelope about what your ad campaign did.
Like, there's so many different ways you can cut the apple, it's patently ridiculous they made those claims.
To give them a bit of credit, there's something to be said for there being a lot of bad ad spending out there. But like the stock market, there's a tacit understanding that it's more or less efficient.