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. Try the main customer task on a phone before signing off.
Choose audiences and review available placement information according to the offer. Reach without relevance is a weak basis for expansion. Ask customer-facing staff whether the inquiries fit the offer.
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