Geo-Lift Test
A causal experiment that runs a campaign in some geographies and not others, then measures the difference.
Last updated: 2026-05-04
Definition
Geo-lift is the gold-standard incrementality measurement when user-level holdouts are infeasible. Pick treatment + control geos with similar pre-period trends, run the campaign in treatment only, measure the lift via Synthetic Control or DiD. Resistant to platform-attribution bias because it doesn't depend on platform-reported conversions.
How it applies in India
India is well-suited for geo-lift because the metro-vs-tier-2 split provides natural cohorts; works well for performance + brand channels both.
Related terms
- IncrementalityThe lift caused BY a marketing intervention, vs. what would have happened without it.
- Synthetic Control Method (SCM)Builds a counterfactual for a treated unit from a weighted combination of untreated units.
- Causal InferenceStatistical methods that estimate causal effects from observational or experimental data.
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