DIAG-2 · Diagnosis · Invariant: holds by construction, no expiry
Concurrent changes destroy identifiability
The law
Multiple changes landing coincidently on one unit are point-identified only jointly: the unit's series yields one confounded contrast. Individual attribution requires external structure, temporal separation, an untouched control segment, randomization, or exclusion restrictions.
Scope
Includes platform-initiated changes (auto-applied recommendations, learning resets) in the change count. Distinct effect signatures (CPC vs CTR) are exclusion restrictions, name them as assumptions, not observations.
What this licenses you to do
Before attributing a shift to any single change, enumerate every change on that unit in the window, including platform-initiated ones, and if more than one landed, either find a control or report the joint effect.
Riibon's own analysis is held to these laws
The laws on this site are a public subset of the rulebook Riibon's analysis works to. Before a metric movement is called a market event, the order of checks they set has to rule out the measurement first.
Ask the Riibon app why a number in your account moved, and see which checks it ran first. Access starts with a short call: we look at your ads together, then run them for you or set the app up with you.