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S Start with my data Upload CSV or XLSX and see compatible analyses Start D Start with a question Find the likely cause and check order in three questions Diagnose R My projects Goals, decisions and outcomes by project Review C Marketing metric calculators Calculate target CPA, ROAS, and A/B sample size Calculate A Operations planner Can I review budgets, campaigns and creatives together? Analysis A Weekly check What should I look at first in a campaign CSV? Analysis A Change drivers How do I find why CPA went up? Analysis A Headroom check Can I put more budget into this channel? Analysis A Budget split How much budget should each channel get? Analysis A ASA keywords How do I clean up Apple Search Ads keywords? Analysis A A/B testing How do I judge whether an A/B result is significant? Analysis A Incremental lift How much would I lose if I turned ads off? Analysis A Brand lift How do I measure a brand campaign? Analysis A Panel data setup How is channel contribution estimated? Analysis A Trend How do I know whether a change came from marketing? Analysis A Paid vs Organic Did Organic fall as I scaled Paid? Analysis A Cannibalization Is paid advertising displacing organic outcomes? Analysis A Channel contribution (MMM) How much did each channel contribute to the outcome? Analysis A Forecast What will next period's performance look like? Analysis A Aha moment Which action should I drive to reduce early churn? Analysis A Store conversion Store conversion dropped — should I change the screenshots? Analysis A Composition change Why did a segment's share of total signups change? Analysis A Multi-touch map Which ad channels were recorded before the install? Analysis A Action survival How long does a defined key action persist, and when does drop-off risk rise? Analysis A Channel overlap Why does my MMM output look wrong? Analysis A Creative fatigue When should I retire an ad creative? Analysis A Content elements Which content elements affect performance? Analysis P Stored on this device Review or remove files saved in this browser Privacy B Performance marketing blog Learn Blog G Marketing glossary Learn Glossary T CSV templates Prepare data Template C Three ways to measure incrementality — holdout, on/off, ITS A randomized holdout is the most accurate. Otherwise use pre/post or ITS. Compare C MMM or an incrementality experiment — which comes first Run the experiment first. MMM fills in channels you cannot test. Compare C Ways to split ad budget — even, historical, marginal efficiency Split on marginal efficiency, not average efficiency. Compare C Campaign analysis — spreadsheets versus a dedicated tool Aggregation works fine. Variance decomposition and confidence intervals do not. Compare C Getting ad data in — CSV upload versus ad-account connectors Daily auto-refresh needs a connector. Weekly checks with data kept local suit CSV uploads. Compare G Developer Collaboration Guide & Technical PRD Tracking Foundation Guide G In-App Event Taxonomy Spec Tracking Foundation Guide G Network Postback Integration Manual Tracking Foundation Guide G iOS Privacy Playbook (ATT & SKAN) Tracking Foundation Guide G Google App Campaigns (UAC) Guide Campaign Execution Guide G Meta Advantage+ App (AAP) Optimization Campaign Execution Guide G Apple Search Ads (ASA) Operations Manual Campaign Execution Guide G App Retargeting & Re-engagement Campaign Execution Guide G App Store Optimization (ASO) Basics Creative & Copy Guide G Ad Creative Specs by Network Creative & Copy Guide G The 3-Second Hook Framework Creative & Copy Guide G Core App Marketing KPI Analysis Analysis & Optimization Guide G Cohort-Based Retention Guide Analysis & Optimization Guide G Organic vs Paid Cannibalization Analysis Analysis & Optimization Guide G CSV Data Prep & Column Mapping Guide Data Guide Guide S Turn on Analyst mode Workspace Setting