Should I do a causal lift analysis along with my attribution dashboard?
Web attribution dashboard focuses on when someone was exposed to the OOH ad and what if they visited the website. This is a live dashboard that updates daily with some caveats: lag of 5 days for exposure data, digital inventory not included till the end, moving media, and airport inventory attribution not supported.
Causal lift analysis can let you see the effect on lower-funnel metrics like sales. This is not updated daily but once mid-campaign and next 2 weeks after the end of the campaign.
Both can be setup to get a different perspective on the success of the campaign
Any reason why we don’t use revenue for the Causal Lift Analysis?
We are usually optimizing for the number of sales, not necessarily the revenue because any one customer could skew that number.
When do we need to send the events data?
We can start running the analysis as soon as 2 weeks after the campaign starts and can provide a report at the end of the campaign.