KitefinTests
Sample data. Kitefin is a fictional app business. Nothing here touches a real ad account, and approvals are only previews.Connect your own account

Tests

Experiments and budget tests that measure what ads actually caused.
Kitefin
Only the installs you would lose by turning a channel off are real. We read that from spend that actually stopped — switch-off and geo holdout differences; click attribution stays a hint, not a verdict.
Experiments
3
1 concluded · 2 running
Running
2
No verdict until the window closes
Significant results
1
Of 1 concluded · p<0.10 (90%)

What we can conclude today

Read from spend that actually stopped. No estimate is shown unless the data supports one.
No incrementality conclusion yet
Spend is still running on the last observed day (Oct 17, 2026). No switch-off to read.

Budget tests

Stop rules agreed before the money is spent.

View only — owners and admins set up budget tests.

No budget test yet.

Design an experiment

Incrementality and geo holdout are what give you a causal answer. Design one and start it running.
geo holdoutRunningMeta Ads
Sep 29 → ongoing
Meta Android incrementality (DACH geo holdout)
Hypothesis: Meta reports more Android installs in Germany, Austria and Switzerland than it causes. Hold out Austria to measure the real increment.
Measuring18d elapsed / 28d expected
No conclusion until significance and the interval settle. Calling it early reads noise as a result.
A/BRunningTikTok Ads
Oct 9 → ongoing
TikTok Spark Ads: creator hook vs product demo
Hypothesis: A creator ordering coffee on day 7 lifts install rate by 20% over a screen-recorded product demo.
Measuring8d elapsed / 14d expected
No conclusion until significance and the interval settle. Calling it early reads noise as a result.
incrementalityConcludedApple Ads
Aug 16 → ended Sep 13
Apple Ads brand keywords: incremental or cannibalising?
Hypothesis: Most brand-keyword installs would have come through organic search anyway.
Incremental lift (point estimate) +14.0%
Significantp = 0.01 (threshold 0.10)Modeled
+6% low+22% high
Uncertainty interval
Conclusion
A real increment: lift 14% (range 6% to 22%).
Recorded conclusion: Brand keywords add about 14% installs over organic search alone. Worth keeping at a low daily budget.

Design templates — three kinds of test

Pick by what you need to know. Closest to a true causal answer: geo holdout and MMM, then A/B.
A/BCreative / copySplit one audience across two variants and compare CVR and trial starts. This is a relative comparison inside one platform — it cannot tell you the incremental effect.
geo holdoutGeo holdoutTurn ads off in matched regions and measure the install difference against the regions still served. Does not depend on per-user attribution.
incrementality / MMMMedia mix (installs)Compares installs while a channel was funded against the days it was off, with an exact interval. A full mix model needs at least two channels varying independently; until then we read one channel at a time and say so.