Abstract: A system for determining the effectiveness of an advertising campaign on an electronic advertising platform includes a computing device configured to obtain exposure data characterizing a user's interaction with the advertising platform during an advertising campaign and to categorize the user into one of a plurality of exposure bins based on the exposure data. The computing device may be further configured to obtain sales feature data characterizing the user's purchase behavior on the advertising platform both before and during the advertising campaign and to categorize the user into one of a plurality of sales clusters based on the sales feature data. The computing device may be further configured to define a control group comprising unexposed users categorized into the same exposure bins and sales clusters as exposed users and to compare purchase data of the exposed users to the purchase data of the control group.