The playbook
Ad Campaign Experiments: Review Process
A useful ad campaign experiments review ends with a supported decision for each item examined. Define the evidence required before opening the report: hypothesis, comparison, outcome, decision rule. These fields give reviewers a shared basis for agreeing what is working, what needs attention, and who should act.
Put the task in context
Write the hypothesis, comparison, outcome, and decision rule before launch. Record concurrent changes and allow for delayed outcomes. If results are uncertain, say so and decide whether the next useful action is more observation, a revised test, or stopping.
Set the review boundary
Choose the records or journeys that matter to the current question. Include a normal case, a recently changed case, and an exception where available. This is a diagnostic sample, not a claim that every item has been checked. Record how the sample was selected and what would justify expanding it.
Use explicit review criteria
| Criterion | Review question |
|---|---|
| State the decision the experiment will inform | Is the supporting hypothesis current and traceable? |
| Choose meaningful outcomes and comparable conditions | Does comparison support the decision being made? |
| Document duration uncertainty and rollout criteria | Can the next owner verify decision rule? |
Inspect the evidence before assigning a result
For each item, compare the intended behavior with the observed behavior. Pay particular attention to stopping as soon as one variant temporarily appears ahead. If it appears, record where it occurs and which assumption it contradicts. Distinguish a verified defect from an unanswered question and from a preference about how the work should look.
Where the evidence supports the known correction, use a preplanned review and consider variability before deciding. Give that action to an accountable owner with a description of the expected result. If you cannot yet identify the cause, assign a diagnostic action rather than prescribing a speculative repair.
Record a decision that can be acted on
| Decision | When to use it |
|---|---|
| Keep | The current state serves the intended task and the evidence is adequate. |
| Revise | A specific gap is confirmed and the proposed action addresses it. |
| Investigate | Important information is missing or conflicting. |
| Retire or combine | The item has no distinct useful purpose in the current scope. |
Verify corrections and expand selectively
Recheck the affected campaign or conversion record after the owner completes the action. Then inspect other items sharing the relevant cause. A shared template, process rule, or data source may justify expanding the review. Similar wording or appearance alone is a weaker reason.
Turn the review into a decision summary
Summarize the affected scope, confirmed findings, actions, and open questions. Connect the findings to evidence supporting the campaign decision using the same definition as the baseline. A good summary lets the responsible person decide what happens next without reading every working note.
Review offer eligibility and fulfillment capacity alongside campaign response. Demand that the business cannot serve is not a useful acquisition result. Update messages and routing when availability or service boundaries change.
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