GOOGLE LAUNCHES TOOL TO CHECK WHETHER ADS ACTUALLY INCREASE SALES

Summary from the TLDR Marketing newsletter

Google released an open-source tool that tests whether an ad actually caused a sale, not just which platform claims credit for one. GeoX works by comparing regions where a campaign keeps running against regions where it's paused or given more budget, then measuring how sales in each group differ from what historical data would have predicted anyway. It can track spend across platforms beyond Google's own and combine online and offline sales in the same test. It plugs into Google's existing Meridian measurement software, so the results can also refine how a budget gets split across channels.