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Control Group

Users excluded from ad exposure to measure incremental impact.

Related Terms in Measurement

Brand Lift
Survey measuring ad impact on awareness, consideration, and favorability.
Conversion Lift
Test measuring incremental conversions from ad exposure vs control.
Search Lift
Measuring increase in brand searches attributable to ad exposure.
Foot Traffic
Physical store visits attributed to digital ad exposure.
Cross-Device Tracking
Following users across phones, tablets, desktops, and CTV.
Attention Metrics
Measuring actual user attention to ads beyond viewability.
Dwell Time
Duration a user spends viewing an ad or page.
Scroll Depth
How far users scroll down a page. Measures content engagement.

METRIX — Advertising Intelligence Platform