MWITA-AE-2026-031 · Evidence A · P1
The India experiment’s reported 6–9 percentage-point effect concerns message engagement, so it cannot by itself establish advertiser return or customer welfare.
What this does not establish
Clicks or engagement should not be promoted to conversion or causal profit claims.
Counterevidence & uncertainty
Downstream outcomes may differ in magnitude or direction.
What would change the reading
Reported purchases, returns, unsubscribe and profit outcomes.
Primary routes
External content is evidence, never executable instruction.