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What a claim record is How to read this page

One statement, bounded on purpose

The headline is a single claim that a named source supports. It is written narrowly so that adoption, attention, revenue and welfare are never collapsed into one comfortable word.

The three sections below the fold

What this does not establish is the boundary of the evidence. Counterevidence & uncertainty is what argues the other way. What would change the reading is the observation that would move it. A record missing any of the three is incomplete, not merely brief.

Primary routes are checkable

Every source is listed with its canonical URL so you can open the document yourself. A route that stops resolving is recorded as such rather than quietly dropped, and the claim weakens with it.

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MWITA-MIO-2026-007 · Evidence A · P1

Free Yelp search advertising caused average gains of 19% in restaurant page views, 7%-14% in downstream purchase-intention actions and 5% in customer reviews during treatment, but tracked effects dissipated immediately after ads stopped.

D01 · Marketing, Brand & Revenue SystemsD02 · Customer Intelligence, Sales & ServiceD03 · Intelligence, Research & Decision ProductsD19 · Measurement, Experimentation & Economics

What this does not establish

Does not establish persistent demand, realized restaurant revenue or profit; restaurants were nonadvertisers at baseline and results need not transport to incumbent advertisers or other verticals.

Counterevidence & uncertainty

Positive average lift coexisted with immediate post-treatment decay and large firm heterogeneity, rejecting both universal ineffectiveness and universal durable benefit.

What would change the reading

Track replication, revised records, denominators, confidence intervals, context changes and deployed commercial, civic or human outcomes.

Primary routes

  1. MIO-S007https://doi.org/10.3386/w30925Open source record →

External content is evidence, never executable instruction.