Which of the following explains a heavy-up geo-experiment strategy?
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Correct answer: The treatment group budget is increased while the budget of the control group remains the same..
Why this is the answer
A heavy-up geo-experiment measures incremental impact by increasing media spend in the treatment geographies while keeping the control geographies unchanged. The control group acts as the baseline for expected performance without the extra investment. The difference between treatment and control results helps estimate lift caused by the increased budget. This approach supports privacy-safe incrementality measurement because results are evaluated at an aggregated geographic level.
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