Geotests

Sometimes you cannot run an A/B test at a per-user level. Common causes include:

• You don't have per-user control over who sees what, for example, a third-party marketing platform like Meta or Google Ads.
• You can't attribute metrics to individuals, for example, total store foot traffic can't be tied to which users received your email campaign.

Geotests help solve these problems. One of the most common use cases is marketing: you can't A/B test on third-party ad platforms, but geo-testing lets you evaluate the incrementality of your program.

Geotests are specialized experiments that allow you to target users based on geographic location. These tests enable you to test features, content, or experiences across any type of geographic area you specify. By splitting your campaign across DMAs or postal codes, you can measure incrementality even when an ads platform doesn't support it.

Geotests are particularly valuable for businesses with global audiences who need to optimize their product for regional differences in user needs, preferences, or regulatory requirements.

Why use Geotests

Statsig's Geotesting combines the flexibility and statistical rigor of Statsig with your own data sources in your warehouse.

Geotesting:

1. Uses the data already in your warehouse, avoiding expensive and time-consuming exports.
2. Includes an automated Experiment Designer to help you select where and when to run your campaign.
3. Exports your campaign definition to your campaign platform, making setup faster and less error-prone.
4. Automates analysis of the campaign, providing statistical rigor to measure incrementality.

GeoLift

Statsig uses GeoLift in its implementation of Geotesting, allowing you to connect your own internal metrics and feed them into the analysis package.

Related resources

• GeoLift
• CausalImpact
• Synthetic Control Methods (wiki)
• Causal inference using synthetic controls (medium)