paid-measurement-loop

To decide on paid ad campaign scaling, compare your campaign's ROAS and CPA metrics against a control group over a specified readback window. This comparison generates a clear decision to promote, keep testing, rollback, or mark the campaign as unproven.

Readback window analysis for ad performance measures the impact of recent campaign changes by tracking ROAS and CPA metrics over a fixed period. It normalizes attribution windows and currencies to provide a valid comparison against a control baseline.

Yes, cross-platform paid ad comparisons are supported by normalizing attribution windows and currencies. The analysis requires gathering data from ad platforms, web analytics, and e-commerce systems to ensure accurate ROAS and CPA evaluation.

Calculating and comparing ROAS and CPA requires data from ad platforms, web analytics, and e-commerce systems. This data is used to measure performance against a control over a set readback window to determine whether to promote or rollback the campaign.

You should keep testing a paid ad campaign when the ROAS and CPA comparison against the control over the readback window yields inconclusive results. The analysis categorizes this outcome as unproven, indicating further testing is needed before scaling.

The best way to evaluate paid ad changes like budget increases or creative rotations is to compare the post-change ROAS and CPA against a control group. This readback analysis directly informs whether to continue the campaign or make adjustments.