A client in the software industry wants to understand the difference between in-app actions of people on Pinterest who were exposed to an ad compared to those who were not exposed to the ad. Which measurement solution should the media planner recommend?

A Conversion Lift study directly measures the incremental impact of advertising by comparing the in-app actions (conversions) of an exposed group to a control group (not exposed). This directly answers the client's question about the difference in actions between those who saw the ad and those who didn't. Marketing Mix Modeling (MMM) is a top-down approach that analyzes historical data to attribute sales to various marketing and non-marketing factors, but it doesn't isolate the direct impact of a specific ad campaign on in-app actions in real-time. A Sales Lift study focuses specifically on incremental sales, which may not encompass all "in-app actions" relevant to a software company (e.g., sign-ups, feature usage). A Brand Lift study measures changes in brand perception metrics like awareness or recall, not direct in-app actions.