Interpreting Results

GeoLift produces a suite of statistical indicators to help determine the validity and magnitude of an experiment’s impact.

Main Statistical Outputs

• att (Average Treatment Effect on the Treated): The average difference between the observed outcome and the synthetic counterfactual during the post-treatment period.
• p_value: The probability of observing an effect as large as the ATT under the null hypothesis (calculated via placebo permutations).
• ci_lower / ci_upper: The confidence intervals for the treatment effect.
• se (Standard Error): The standard error of the estimate.
• significant: Boolean flag indicating if the p-value falls below the configured alpha threshold (usually 0.05).

Business Metrics

GeoLift provides raw lift estimates. It does not output built-in ROI or business-impact metrics (e.g., incremental revenue, ROAS). Use the statistical outputs (att) multiplied by your unit volumes and margin data in downstream reporting tools to calculate ROI.