Understanding Statistical Significance and P-Values
Traditional statistical methods are not the right fit for digital data.
Having trouble understanding p-values and statistical significance? Upwave can help.
P-Values are for post-campaign
A p-value statistic is used to evaluate the validity of the results from a scientific study —after its finished. This is not a useful metric when considering campaigns that are in-flight.
Significant? Not really
Results with a p-value of less than 0.005 are considered “stat sig” — meaning what? Statistical significance means that finding lift is not likely due to random chance — that’s it.
More data, more problems
With enough data, all results, even small correlations, show as statistically significant. Otherwise known as “p-hacking.”
False Positives
Checking for statistical significance multiple times leads to false positives. Overall, what can be concluded is not helpful in advertising measurement
Interested in Learning More?
Check out our Expert Update on Statistical Significance and P-Values
