Plan a test with a clear question
Choose the message, audience, or destination question you want to answer. Keep the comparison understandable and allow enough relevant data before treating a small difference as a reliable result. Confirm that forms, phone links, and replies reach the right person.
Inspect available placement and delivery information. Consider relevance, suitability, and the destination rather than evaluating exposure counts alone. Record the decision as well as the numbers behind it.
A fair test
Change a defined part of the message, audience, or page and state the success measure in advance. Account for conversion delay before comparing results. Check that a visitor can find the next action without guessing.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Use the same definitions when comparing reporting periods.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities