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you expect the true effect of your ads is an increase in iPhone sales of 0.4 percentage points. (For example, an increase from 0.5% conversion
you expect the true effect of your ads is an increase in iPhone sales of 0.4 percentage points. (For example, an increase from 0.5% conversion (the baseline) to 0.8% conversion is 0.8 - 0.5 = 0.3 percentage points.) If your expectation is correct, what would be Apple's ROI on the ads?
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