Yes to both, but I am suspicious about most of the mathematics used to prove uplift and conversions using micro-models because of simple counter-examples like t

Yes to both, but I am suspicious about most of the mathematics used to prove uplift and conversions using micro-models because of simple counter-examples like the blank ad[1] that generated a median clickthrough rate, and because of the prevalence of one-tailed "dropoff" charts don't pass the laugh test. For more on this phenomenon, there's a book[2] that I'm oft to recommend. Nevertheless, I also believe there are genuine means for revenue that utilise user tracking, but this is more work and attention than the typical digital ad campaign receives. [1]: http://adage.com/article/digital/incredible-click-rate/236233/ http://adage.com/article/digital/incredible-click-rate/23623... [2]: http://www.amazon.co.uk/How-Lie-Statistics-Penguin-Business/dp/0140136290 http://www.amazon.co.uk/How-Lie-Statistics-Penguin-Business/...