Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for obtaining i) historical location data specifying geographic locations of the user over a period of time that is included in a user profile of the user and ii) predefined geographic location data specifying a predefined geographic location of the user that is included in the user profile of the user; identifying a pair of cross-contaminated geographic regions that both include geographic locations specified by the historical location data of the user profiles for each of a threshold number of users of the plurality of users, and in response, merging the pair of cross-contaminated geographic regions to define a merged geographic region; and merging the merged geographic region with additional geographic regions until a cross-contamination between a resulting merged geographic region created by the merging and other geographic regions is reduced to a specified level of cross-contamination.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for creating an initial treatment group that includes geographic regions; creating a matching control group for the initial treatment group; creating an updated treatment group that includes the geographic regions from the initial treatment group and an additional geographic region that provides a specified level of increase to a model quality metric; iteratively creating each of i) an updated matching control group based on the updated treatment group and ii) an additional updated treatment group based on the updated matching control group until a stop condition occurs; receiving input specifying a treatment group size; and in response to receiving the input, conducting the experiment using i) the updated treatment group that includes a number of geographic regions that matches the treatment group size and ii) the updated matching control group created for that updated treatment group.

Abstract: Methods, systems, and apparatus, including computer programs encoded on a computer storage medium, for obtaining i) historical location data specifying geographic locations of the user over a period of time that is included in a user profile of the user and ii) predefined geographic location data specifying a predefined geographic location of the user that is included in the user profile of the user; identifying a pair of cross-contaminated geographic regions that both include geographic locations specified by the historical location data of the user profiles for each of a threshold number of users of the plurality of users, and in response, merging the pair of cross-contaminated geographic regions to define a merged geographic region; and merging the merged geographic region with additional geographic regions until a cross-contamination between a resulting merged geographic region created by the merging and other geographic regions is reduced to a specified level of cross-contamination.

Abstract: A computer-implemented method includes generating a test group for a pointer to information; generating a control group for the pointer to information; receiving conversion information from the test group and the control group; and determining, based on the conversion information, a number of incremental conversions that are attributable to the pointer.