A Study is the measurement attached to a Campaign. This page covers setting one up in the Console, submitting it, and reading its status while it runs.

For what a Study actually measures - net lift, attribution windows, pre periods, cuts - see Incremental Lift.

Configuring a Study

Studies are configured as part of a Campaign, either while creating one or by returning to an existing Campaign. The campaign-creation walkthrough is on the Campaigns page; the measurement options themselves are as follows.

Study type. Incremental Lift Analysis is currently the only option.

Attribution window. The number of days a user has to convert after being exposed. Most studies use between 7 and 30 days.

Pre-Period toggle. Turn on to include a baseline period before the campaign starts. Only usable if your conversion environment was already collecting data before that period begins - a pixel or postback that goes live on the campaign start date cannot support a pre period.

Control toggle. Turn on to build a matched unexposed comparison group. This requires no advance preparation, because the control is constructed retroactively.

Tie Dates to Campaign. On by default, which runs the Study over the Campaign's full date range. Toggle off to measure only part of the campaign, and enter dates falling within the Campaign's own range.

Conversion Properties. Click + Associate Property to choose what conversion is being measured. A Study needs at least one. See Conversion Properties.

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Pre Period Dates Are Derived

You set the attribution window; the pre period length follows from it. If conversion data does not reach far enough back to cover the full window, the pre period is shortened to what the data supports.

Submitting for Measurement

Configuring a Study saves it, but does not queue it. Submitting does.

On the campaign review page, toggle Submit Measurement Study and then click Submit Campaign and Study. Leaving the toggle off saves the configuration for later - use Save Campaign and submit when you are ready.

Once submitted, the Study is reviewed before measurement begins. Your account rep will follow up with any questions about the configuration.

Approval Status

Approval status tracks how far the Study has got through that process:

Tracking a Study

Study status is separate from approval status and tracks processing rather than acceptance:

A Study moves to IN_PROGRESS a few days after its start date, once the first location data covering the campaign is available. It moves to DELIVERED once its data has stopped changing, which is after the end date plus the attribution window.

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Results Appear Before the Study Is Delivered

Results are visible and refreshing throughout IN_PROGRESS. Figures will move during this period as data accumulates - see Incremental Lift Reports for how much weight to give an in-progress reading.

Editing a Study After Submission

Changing a Study's configuration queues it to be recomputed, normally within about fifteen minutes. Changes that trigger this include:

• the attribution window
• the requested cuts
• associating or removing a Source
• associating or removing a Conversion Property

New exposure or conversion data does not need a manual nudge - it is picked up automatically for as long as the Study is IN_PROGRESS.

What Stops a Study Running Automatically

An approved Study refreshes on its own provided that:

• its parent Campaign has at least one associated Source
• it has at least one Conversion Property
• it has not been excluded from automation

There is one exception worth knowing about:

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Footfall Studies Are Computed On Request

A Study with a Footfall property does not refresh on the automated schedule. Results are produced on request instead, so a footfall study that appears not to be updating is behaving normally. Contact your account rep for a refresh.

A Study configured with a control may also report its exposed-group figures first and gain the control-based metrics later, once the control has been built. Reporting reflects what has been computed, which will not always match everything the Study requested.