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Yes to both, but I am suspicious about most of the mathematics used to prove uplift and conversions using micro-models because of simple counter-examples like the blank ad[1] that generated a median clickthrough rate, and because of the prevalence of one-tailed "dropoff" charts don't pass the laugh test.

For more on this phenomenon, there's a book[2] that I'm oft to recommend.

Nevertheless, I also believe there are genuine means for revenue that utilise user tracking, but this is more work and attention than the typical digital ad campaign receives.

[1]: http://adage.com/article/digital/incredible-click-rate/23623...

[2]: http://www.amazon.co.uk/How-Lie-Statistics-Penguin-Business/...

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