B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
30%
30% -- measured lift reduction from contamination for Meta, Microsoft, and Booking.com (2025)
Unaddressed contamination can reduce measured lift by 30 to 70% according to Meta, Microsoft, and Booking.com.
- Reported as a range of 30 to 70%
Attribution:
View source
Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
30%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
kirro.io
Primary
Tier B
https://kirro.io/control-group ↗
Source Article
What is a control group in an experiment?
What is a control group?
A control group is the group in an experiment that doesn’t receive any new treatment. It stays exactly as-is. The whole point is to give you something stable to compare your changes against.
Without that baseline, you can’t tell whether your change caused the result or somet…
Original Research
kirro.io
· Original study ↗
Methodology
Range 30-70%; midpoint extracted
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Meta, Microsoft, and Booking.com: 30% measured lift reduction from contamination. Source: kirro.io (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/test-contamination-lift-reduction
HTML Embed
<blockquote cite="https://lighthousedata.io/data/test-contamination-lift-reduction" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>30%</strong> -- measured lift reduction from contamination for Meta, Microsoft, and Booking.com<br><small>Source: kirro.io (2025) · <a href="https://lighthousedata.io/data/test-contamination-lift-reduction" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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