How do you ensure data quality for an incrementality test?

To ensure data quality for an incrementality test, several key practices should be implemented:

Correct Event Tracking: It is crucial to have accurate event tracking in place for any data analysis. This includes event tracking for any internal systems and third party tools or ad channels.

Correct Test Design: Incrementality test data quality starts with having sound test design.

Correct Test Implementation: Your test design is only good if it gets implemented correctly. It is best to double check that the ad campaigns that are apart of the test match the test design.

Centralized Data Management: Consolidate and normalize data from various sources, such as ad spend, conversion data, and platform data, into a centralized system. This helps maintain a single source of truth and reduces discrepancies that may arise from siloed data.

By following these practices, you can enhance the data quality in incrementality tests, leading to more accurate and reliable insights.