So, I spent many years doing this professionally (and still moonlight in this area). > each of equal repute This seems incredibly hard, how would you accompli

So, I spent many years doing this professionally (and still moonlight in this area). > each of equal repute This seems incredibly hard, how would you accomplish this? So, the whole point of the conversion lift tool is to track all conversions associated with your ad (i.e. post view or click on the platform), while having a rigorously balanced control group. This allows you to estimate the incremental impact of your ads, which is what you want in order to make budgeting decisions. Your proposed design doesn't appear to accomplish any of this, can you clarify what you are attempting to accomplish with this design? So, for my money, I would have the following concerns around this design: 1) You're actually assuming that the audiences reached by platform A and B are identical 2) You're assuming that Platform A and Platform B are identically effective at showing your ads to people From my experience, neither of these things are true (unless you run untargeted CPM ads, which seems unlikely in a digital world). Can you explain how this works?