Scope
This guide covers governance & controls for Incrementality Holdouts. Availability depends on your tenant package, role and configured providers.
Purpose
Compare eligible exposed and control audiences for lift analysis.
Prevent control contamination and document experiment decisions.
Before you start
Correct tenant and project selected
Required source or provider is available
An accountable owner is identified
Test data can be separated from live activity
Procedure
- Identify the customer, financial, access or publishing consequence involved.
- Prevent control contamination and document experiment decisions.
- Assign the minimum required roles and the accountable owner.
- Confirm consent, provider, tenant and approval requirements before activation.
- Inspect audit history and retain the evidence behind important decisions.
- Review access, configuration and exceptions on an agreed operating cadence.
Verify the result
Review lift with sample size and experiment limitations. Confirm that the intended record, state, run or report is visible to another authorised operator and that its next owner is clear.
Completion checkpoint
The capability is in the intended state, evidence is current, exceptions are owned and the next action can be understood without a separate status message.
Controls and limitations
Prevent control contamination and document experiment decisions. Predictive, attribution and recommendation outputs support operator judgement; provider and data limitations remain relevant.