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What is a Recast GeoLift test?

A Recast GeoLift test is an experiment conducted to find the true incremental value of your ad spend. During a lift test, you change the spend (increase or decrease) in selected geographies and compare the results with the outcome in the geographies where spend was held constant. By comparing the changes in the test and control groups, you can find the ‘lift’ or incremental change in revenue driven exclusively by the ad spend.

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Why run a Recast GeoLift test?

Recast GeoLift is an alternative method of estimating the incremental effect of advertising on your business. It can be used to validate an MMM (build confidence that an MMM is providing true estimates) and calibrate an MMM, particularly for channels with large confidence intervals.