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# Baseline Lift Analysis
- URL: https://www.adlingo.org/glossary/baseline-lift-analysis/
- Published: 2025-01-15T11:46:00.000Z
- Updated: 2025-01-15T11:46:00.000Z
- Description: Measurement of how marketing activities increase performance above natural business baseline levels, controlling for seasonal and external factors.
- Author: Travis Lusk
- Tags: Measurement, #glossary, #Import 2026-10-27 17:05

Proving your marketing moved the number, not the calendar. Seasonality, competitive activity, and macroeconomic conditions all shift baseline performance. A lift analysis controls for those factors and isolates the contribution of the campaign. Without it, you are measuring correlation and calling it causation. That is a fine way to justify budget. It is a bad way to learn what is working.