Designing Geo-Experiments at Google: A Privacy-friendly Tool to Measure Advertising Incrementality


Wednesday, October 5, 2022


3:05 pm


Saphir 2


Geo-experiments – advertising experiments where the treatment and control groups are chosen based on users’ locations – provide a privacy-friendly alternative to cookie-based online experiments that can also be used to measure offline effects of online advertising. This session discusses the algorithms we use at Google to design the experiment regions based on geographical user behavior, and the rigorous statistical methods to analyze randomized experiments based on these regions.

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