FB can track ads using clicks and view through. With a control group, you can only use view through. I am just skeptical of how it is a fair test especially whe

FB can track ads using clicks and view through. With a control group, you can only use view through. I am just skeptical of how it is a fair test especially when FB has an interest to prove that ads work. YouTube brand lift is an indirect measure that is hard to translate to actual sales to see if the ads were cost effective. The math is fuzzy when measuring marketing ads and it is real hard to be truly scientific.