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cohort-milestone-lift-is-funnel-position-not-effect

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更新日2026年7月8日 12:14

Diagnose the trap where a cohort defined by a LATE-funnel milestone (aid application filed, application submitted, deposit paid, event attended, document received) shows a strong raw outcome "lift" — and you're about to frame a client/dashboard action ("these convert higher, target/nudge them"). Use when: (1) a cohort's raw conversion/deposit/enrollment rate is much higher than a comparison group (+5–25pp) and the cohort membership is itself reached only AFTER getting partway down the funnel; (2) the comparison ("non-X") group is contaminated by a population that structurally CAN'T have the milestone (e.g. non-domestic applicants can't file a domestic aid form); (3) someone proposes a new feature or a "high-yield" nudge card off that gap. The raw gap is composition + funnel position, not a causal effect of the milestone. Decisive test = matched-grain stratification holding the confounders fixed in BOTH arms; sign-instability across strata is the fingerprint of residual composition; beware the seductive positi

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