Glossary/Measurement & Attribution/Difference-in-Differences (DiD)
Measurement & Attribution
Difference-in-Differences (DiD)
A method estimating impact by comparing the change over time in a treated group against the change over the same period in a comparable control group.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Difference-in-differences (DiD) is a method that estimates the impact of an intervention by comparing the change over time in a treated group with the change over the same period in a comparable control group. Subtracting the control group's change removes shared trends, isolating the effect of the campaign or policy.