How to measure what you can't see: split by source, before/after with a control, and reconcile

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The three-step method for judging AI Max from outside — splitting the spend by source (keyword baseline, dynamic broad, keywordless, no breakdown), comparing the opaque bucket with itself before and after activation using the baseline as a seasonality control (difference in differences), and the direct traceability test that reconciles combinations with the search terms report.

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