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. Test the important customer action before publishing a change.
Develop the message for the placement and the audience's likely attention. Confirm asset rights and required versions before buying media. Keep the next round of work small enough to assess clearly.
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 what happens after the customer clicks, submits, or calls.
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