Why Are Marketers Turning To Quasi Geo-Lift Experiments? (And How to Plan Them)

Quasi geo-lift experiments are presented as a method for measuring marketing campaign impact by using geographies as the unit of analysis. This approach creates a synthetic control group from untreated locations to model what would have happened without the intervention, allowing for a clear read on incremental impact. Key advantages include the ability to work with fewer geographies, strategic selection of test markets, and the option for retrospective analysis. The article walks through a practical example of a ride-hailing company using Meta's GeoLift R package to analyze the effect of a new channel. This quasi-experimental design is ideal for situations where individual-level A/B testing is impractical or privacy constraints limit tracking.