TikTok's Marketing Science team developed a new type of advertising strategy beyond branding and performance advertising, called full-funnel advertising. Branding ads focused on brand building at the top of the funnel by generating consumer awareness, while performance ads focused on driving sales at the bottom of the funnel. The goal of full-funnel advertising is to integrate both branding and performance objectives and holistically drive business metrics along each stage of the marketing funnel. As they developed this strategy, the team needed to investigate if it fulfilled these goals. TikTok Marketing Science ran a simulated experiment to test the efficacy of the full-funnel advertising strategy. This exercise allows students to analyze the advertising experiment.