Attribution, incrementality & effectiveness · Working
Confidence interval
Also called: CI
ELI5
A range expressing uncertainty around an estimated result under a specified statistical method.
Used in conversation
“How are we defining confidence interval in this deck?”
Pitch context
You will see “Confidence interval” in brand decks, campaign plans, research reports and performance reviews when the discussion reaches attribution, incrementality & effectiveness.
Why it matters: It helps a reader interpret attribution, incrementality & effectiveness without confusing the measure, decision, role or evidence being discussed.
Connected terms
- Continuous integrationThe search label “CI” can route to both entries.
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See how pitch.dog can helpSources & evidence · 7
Direct term-level sources and supporting source families.
- Google Analytics Help — Google Analytics dimensions and metricsDirect source · primary · checked 2026-08-16
- Interactive Advertising Bureau — Measurement guidelines and standardsDirect source · institutional · checked 2026-08-16
- Scrum Guides — The Scrum Guide — official current versionSupporting source family · primary · checked 2026-08-16
- National Institute of Standards and Technology — Computer Security Resource Center GlossarySupporting source family · primary · checked 2026-08-16
- American Marketing Association — Definitions of Marketing and BrandSupporting source family · institutional · checked 2026-08-16
- U.S. Federal Trade Commission — Advertising and Marketing GuidanceSupporting source family · primary · checked 2026-08-16
- Google Ads Help — Google Ads metrics and reportingSupporting source family · primary · checked 2026-08-16