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.
Ad tech glossary
Baseline Lift Analysis
Technical definition
Measurement of how marketing activities increase performance above natural business baseline levels, controlling for seasonal and external factors.
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