A walkthrough of correlation analysis using Facebook-attributed trials and organic trials as the example.
How to find out correlation between organic and paid users for any product
Published 2023.
This tutorial introduces a way to examine the relationship between Facebook trials and organic trials using correlation analysis. Virendra Singh Shekhawat, Senior Performance Marketing Manager at Rocketship HQ, walks through the analysis in the video.
A correlation can show that two measures move together in the data; by itself, it does not establish that paid activity caused a change in organic trials. Other factors may affect both measures, so treat the result as a relationship to investigate rather than proof of incrementality.
The accompanying spreadsheet is available here: spreadsheet for the paid and organic trial walkthrough.
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