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. Check the destination as well as the message that sends people there.
Develop the message for the placement and the audience's likely attention. Confirm asset rights and required versions before buying media. Agree whether the evidence supports keeping, changing, or stopping the approach.
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. Review the whole path instead of judging one screen in isolation.
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