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 &quot;dropoff&quot; charts don&#x27;t pass the laugh test.<p>For more on this phenomenon, there&#x27;s a book[2] that I&#x27;m oft to recommend.<p>Nevertheless, I <i>also</i> 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.<p>[1]: <a href="http:&#x2F;&#x2F;adage.com&#x2F;article&#x2F;digital&#x2F;incredible-click-rate&#x2F;236233&#x2F;" rel="nofollow">http:&#x2F;&#x2F;adage.com&#x2F;article&#x2F;digital&#x2F;incredible-click-rate&#x2F;23623...</a><p>[2]: <a href="http:&#x2F;&#x2F;www.amazon.co.uk&#x2F;How-Lie-Statistics-Penguin-Business&#x2F;dp&#x2F;0140136290" rel="nofollow">http:&#x2F;&#x2F;www.amazon.co.uk&#x2F;How-Lie-Statistics-Penguin-Business&#x2F;...</a>