Compare performance of FB vs IG Stories

You are asked to compare ads performance between two placements/products (e.g., **Facebook Stories vs Instagram Stories**) and make a recommendation on where to allocate budget. ### Task Describe how you would conduct a fair comparison, including: 1. What **primary metric** you’d optimize for (and why), plus diagnostic and guardrail metrics. 2. How you’d handle **attribution** and cross-platform user overlap (same user on both). 3. Key confounders (audience differences, auction dynamics, creative fit, seasonality). 4. Whether you’d use observational analysis or a controlled experiment; design the experiment if applicable. 5. How you’d present results and decide budget allocation under uncertainty. Assume you have impression-, click-, and conversion-level logs and cost data.