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. Verify the next step while there is still time to correct a problem.
Inspect available placement and delivery information. Consider relevance, suitability, and the destination rather than evaluating exposure counts alone. Choose the next task from the review rather than repeating the calendar.
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 the destination as well as the message that sends people there.
Platform attribution and analytics may credit conversions differently. Compare costs and customer records, and state which conversion definition the report uses. Check that reported actions represent real customer behavior.
- Current accounts and assets
- Verified business information
- Customer questions
- Budget and team capacity
Discuss Your Priorities