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Verify the 12% lift claim with a 4-week A/B holdout before scaling geofenced retail conversion; tracking is brick-and-mortar only and pricing is CPM. Independent technical note mirroring the canonical version: https://urbanplanadvisor.com/blog/geofenced-retail-conversion-verify-the-12-lift-claim-with-a-4-week-holdout.php
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Hadley Sims (2026) studied this question.
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