Estimate Successful Sign-ups from Super Bowl QR Code Ad

Q: Estimate Successful Sign-ups from Super Bowl QR Code Ad

Evaluates measurement of successful sign-ups from a Super Bowl QR-code advertisement. Strong answers combine top-down funnel modeling, bottom-up log measurement, incrementality analysis, deduplication, and validation.

Q: How do I approach Analytics & Experimentation interview questions?

Analytics & Experimentation questions require understanding of core concepts and practice. PracHub provides solutions with explanations to help you master analytics & experimentation interviews.

Q: What difficulty level is this interview question?

This is a medium difficulty Analytics & Experimentation question, commonly asked during Technical Screen rounds at Coinbase.

Q: What role is this question designed for?

This question is commonly asked for Data Scientist candidates at Coinbase during technical interviews.

Question

Estimate Successful Sign-ups from a Super Bowl QR Code Ad

A cryptocurrency company airs a national Super Bowl commercial featuring a bouncing QR code. Viewers who scan and complete sign-up receive a $15 coupon.

Assume a successful sign-up means a new, verified account, including KYC completion, within a 7-day attribution window after ad exposure. Estimate total successful sign-ups generated by the advertisement.

Constraints & Assumptions

Distinguish attributed sign-ups from incremental sign-ups.
Deduplicate users across QR scans, landing pages, app installs, devices, and accounts.
Include uncertainty around exposure, scan rate, conversion, attribution, and KYC completion.
Treat organic background activity and other marketing campaigns as potential confounders.

Clarifying Questions to Ask Guidance

What were the exact air times, markets, audience estimates, and streaming reach?
Was the QR URL unique to the ad and timestamped in logs?
Were there other promotions, press events, outages, or referral campaigns during the window?
Is the business asking for gross attributed sign-ups or incremental lift?

Part 1 - Define Metric and Attribution Window

Define the outcome, attribution rules, and deduplication approach.

What This Part Should Cover Guidance

Count unique new verified accounts that complete KYC within the chosen window.
Define scan, landing, install, account creation, KYC completion, coupon issuance, and redemption events.
Deduplicate by account, device, hashed identifiers, and fraud controls.
Explain primary and sensitivity windows such as 7 days and longer-tail checks.

Part 2 - Top-Down Funnel

Build a top-down estimate from audience exposure to verified sign-ups.

What This Part Should Cover Guidance

Start with exposed viewers and apply rates for attention, scan, landing conversion, install, account creation, and KYC completion.
Use ranges or distributions rather than a single false-precision estimate.
Calibrate assumptions with historical campaigns or industry benchmarks if available.
Propagate uncertainty through the funnel.

Part 3 - Bottom-Up Measurement

Use available logs and business data to measure attributed sign-ups directly.

What This Part Should Cover Guidance

Use QR URL logs, landing-page events, app-store install data, referral or coupon codes, account creation, and KYC logs.
Build a timestamped funnel and identify drop-off points.
Handle cross-device flows and delayed KYC completion.
Reconcile coupon issuance and redemption with verified-account records.

Part 4 - Incrementality and Validation

Explain how to separate incremental lift from background activity and validate assumptions.

What This Part Should Cover Guidance

Compare against pre-period baselines, synthetic controls, geo or time controls, and expected organic trends.
Account for other marketing, media coverage, crypto-market movement, and site outages.
Validate with survey recall, holdout markets if possible, search trends, or controlled follow-up campaigns.
Report attributed sign-ups, incremental sign-ups, confidence intervals, and caveats separately.

Follow-up Questions Guidance

What if the QR landing page crashed during the ad?
How would you estimate sign-ups if users scanned on TV but finished on mobile later?
How would you value the campaign if sign-ups are high but funded-account conversion is low?

Estimate Successful Sign-ups from Super Bowl QR Code Ad

Quick Overview

Estimate Successful Sign-ups from Super Bowl QR Code Ad

Estimate Successful Sign-ups from a Super Bowl QR Code Ad

Constraints & Assumptions

Clarifying Questions to Ask Guidance

Part 1 - Define Metric and Attribution Window

What This Part Should Cover Guidance

Part 2 - Top-Down Funnel

What This Part Should Cover Guidance

Part 3 - Bottom-Up Measurement

What This Part Should Cover Guidance

Part 4 - Incrementality and Validation

What This Part Should Cover Guidance

Follow-up Questions Guidance

Write your answer

Estimate Successful Sign-ups from Super Bowl QR Code Ad

Quick Overview

Estimate Successful Sign-ups from Super Bowl QR Code Ad

Estimate Successful Sign-ups from a Super Bowl QR Code Ad

Constraints & Assumptions

Clarifying Questions to Ask Guidance

Part 1 - Define Metric and Attribution Window

What This Part Should Cover Guidance

Part 2 - Top-Down Funnel

What This Part Should Cover Guidance

Part 3 - Bottom-Up Measurement

What This Part Should Cover Guidance

Part 4 - Incrementality and Validation

What This Part Should Cover Guidance

Follow-up Questions Guidance

Write your answer