Working Papers

A Comparison of Approaches to Advertising Measurement: Evidence from Big Field Experiments at Facebook

Brett R. Gordon, Florian Zettelmeyer, Neha Bhargava, and Dan Chapsky

May 14, 2018

Are observational methods using good individual-level data “good enough” for ad measurement? Using data from 15 U.S. ad experiments at Facebook, this study showed that current matching and regression-based methods overestimated effectiveness relative to the randomized controlled trials. In half of studies, the estimated percentage increase in purchase outcomes was off by a factor of three across all methods.

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