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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryMeasurement & AttributionStatistical Power

Measurement & Attribution

Statistical Power

The probability that a test detects a real effect when one exists, conventionally targeted at 80%.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

Statistical power is the probability that a test detects a real effect when one actually exists. It is conventionally targeted at 80%. Power rises with larger samples, bigger true effects and less variable data. An underpowered test risks missing genuine improvements and producing inconclusive or misleading results.