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:
-
What
primary metric
you’d optimize for (and why), plus diagnostic and guardrail metrics.
-
How you’d handle
attribution
and cross-platform user overlap (same user on both).
-
Key confounders (audience differences, auction dynamics, creative fit, seasonality).
-
Whether you’d use observational analysis or a controlled experiment; design the experiment if applicable.
-
How you’d present results and decide budget allocation under uncertainty.
Assume you have impression-, click-, and conversion-level logs and cost data.