Fecha de publicación: -- Fuente: WIPO "tomato" A method may include obtaining observational data associated with a digital advertising campaign for multiple households. The method may also include estimating a likelihood that a household of the multiple households may be reached by the digital advertising campaign and a counterfactual conversion outcome for a reached household. The estimating may be performed as a function of the one or more covariates. The method may further include generating an estimate of incremental conversions attributable to the digital advertising campaign by combining differences between the observed conversion outcome of the reached households and the counterfactual conversion outcome for the reached households and a propensity-based correction derived from outcomes of the plurality of households based on the estimated likelihood that a household is reached. The method may also include outputting the estimate of incremental conversions.