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.
Have the firm review advertising claims and applicable professional requirements. Do not invent outcomes, guarantees, or endorsements. Record the date, reason, and owner of important changes.
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. Confirm that forms, phone links, and replies reach the right person.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Look at the customer outcome as well as the channel activity.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities