100 people see a digital ad. 100 people don’t see a digital ad. Of the 100 who do see the ad, 10 subscribe. One ad costs $50. Should Square use digital ads? How would you determine this?

"Square would have spent 5,000 on advertising for a 10% conversion rate in this scenario. Thus, as the conversion rate is significantly higher than the average, I think we can assume that the ad used was likely effective and should be used again as marketing material."

"I would need more information before making a final decision. We are missing a key piece of information: the number of conversions from 100 individuals who did not see the ad and how defined the targeted audience was. A typical conversation rate for a Google ad, for instance, ranges from less than 1% to about 8%. If this percentage were in line with the experimental group, that would lead me to believe that the difference between the groups is not significant enough to warrant a portion of the advertising budget to support these digital ads."