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Which measurement method can you actually use?

You don't pick a marketing measurement method by preference — you earn it with your data. Answer four questions. We'll tell you the highest-rigor method you can credibly stand behind.

Your data

Do you have a comparable group, segment, region, or channel you did not apply the change to? A control or holdout — something untouched to compare against.
Do you have a solid run of history before the change (roughly 12+ data points)? A pre-period baseline the model can learn from.
Can you pinpoint the exact date the change went live? A clean intervention point to test for a break.
Do you have several similar untreated units (other locations / clients / products) to build a "synthetic twin"? A donor pool — the raw material for a synthetic control.

The method you can credibly use

Not provable yet
A before/after only — no causal claim
No confidence
Rests on

With this data you can only show a before/after, which can't separate your play from seasonality or trend.

What it needs

At minimum, a run of history and the exact change date.

The identification ladder

The rung is decided before the campaign runs, not after.

If you didn't log a control and the exact date up front, no method can rescue the result later. The Hiilite platform pre-registers the control set at every Play's launch — the held-back segment, the donor pool, the go-live timestamp — so you're always standing on a high rung. Proof by design, not reconstructed after the fact.

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Already measured a play? Check if your lift is real, or read the methods in full in Growth Mapping: the research behind the platform.