Proxies and Lift Studies
Some sales cannot be connected directly to advertising activity. We create useful proxy metrics for ongoing decisions and structure lift studies around actual sales when you need to measure incremental impact.
You still need a dependable way to understand performance, compare activity, and improve how budget is allocated.
Proxies support recurring optimization when sales are not observable at the required level. Lift studies answer a different question by measuring whether a controlled activity changed actual sales.
Direct attribution can be unavailable because the sale happens offline, across many locations, or inside a digital environment that does not share sales data.
A proxy is the measurable signal that comes closest to the sale or business outcome you cannot observe directly.
Advertising platforms often describe a similar behavior with different metrics. We understand those definitions and bring them into a shared proxy model.
A simple lift study compares sales during a controlled change with the sales level that would otherwise be expected.
Whatever proxy strategy or lift study structure fits your setup, we build the data foundation and maintain it as platforms change.
Tell us where sales happen, what the platforms return, and which activities you can control. We will map the right proxy or lift study structure for your setup.
