A geo test can measure a business outcome after a change in YouTube exposure, including outcomes that surface later through search, ecommerce, marketplaces, or retail.
Key moments
- 0:06 A body care brand saw YouTube claim sales that its own order data credited mostly to search.
- 0:20 It wanted to know whether YouTube also lifted marketplace and in-store sales, which the platform can’t report.
- 0:58 The geo test: YouTube spend increased in some regions and stopped in others.
- 1:05 Branded search, marketplace sales, and store sales rose where the ads ran and fell where they stopped.
- 1:41 The result supported scaling YouTube with evidence of how much and where it helped.
- 1:52 When a test makes sense: conflicting reports, upper-funnel video, or several channels in the mix.
What this video covers
It covers comparable regions, treatment and holdout design, delayed purchases, and outcome measurement beyond a platform conversion report. This is a measurement framework, not a performance benchmark.
Read the related guide: Incrementality Testing Framework for DTC Brands
Running TV, CTV or podcast ads too? Here’s how to measure media that gets few or no clicks