Airbnb has always relied on data to drive its marketing.

But testing how well different ads perform with different audiences and on different platforms – and then ideally shifting budgets to the ads or tactics that were performing the best – wasn’t part of the marketing mix until two years ago.

Today, this kind of scientific ad tracking – which help to measure incremental returns on a particular advertising campaign or even an entire media channel using a test and a control group – are a standard practice at the short-term home rental brand.

To read how big marketers like Airbnb and eBay are using Facebook to see which ads are a waste of money, click here.