The playbook
Ad Campaign Experiments: Template and Field Guide
This ad campaign experiments template turns a broad task into a record another person can use. It captures hypothesis, comparison, outcome, then connects that information to a decision. Copy the table into your working document or system and create a separate record for each item in scope.
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.
Copyable worksheet
| Field | Entry instructions |
|---|---|
| hypothesis | Record the hypothesis associated with this campaign or conversion record. Use a stable reference so later updates can be matched. |
| comparison | Record the comparison associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| outcome | Record the outcome associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| decision rule | Record the decision rule associated with this campaign or conversion record. Keep the value specific enough for another owner to interpret. |
| Decision field | Entry instructions |
|---|---|
| Observed problem | Describe the actual condition and where it was observed. |
| Recommended action | State the smallest action that resolves the documented problem. |
| Evidence | Link to the record, observation, or test supporting the action. |
| Owner and next review | Name the accountable person and when the decision should be revisited. |
How to complete the worksheet
Begin with hypothesis. Use the same reference throughout the record so notes are not attached to the wrong item. Then state the decision the experiment will inform. This establishes the information required before the worksheet becomes a request for action.
Next, choose meaningful outcomes and comparable conditions. Use the observed problem and evidence fields to explain why that step is needed. A useful entry describes an actual condition, such as stopping as soon as one variant temporarily appears ahead, rather than a broad instruction to “improve performance.”
Finally, document duration uncertainty and rollout criteria. Put use a preplanned review and consider variability before deciding in the action field only when it addresses the observed condition. If the problem is different, change the action. The template is a structure for judgment, not a reason to apply the same fix everywhere.
Illustrative completed decision
| Part | Illustrative entry |
|---|---|
| Problem | Stopping as soon as one variant temporarily appears ahead |
| Action | Use a preplanned review and consider variability before deciding |
| First check | State the decision the experiment will inform |
| Follow-up check | Document duration uncertainty and rollout criteria |
| Outcome to define | evidence supporting the campaign decision |
Adapt the fields without losing meaning
You can add fields required by your team, but each should change a decision or preserve necessary context. Keep factual observations separate from recommendations. If comparison changes, record the new value and its effective date instead of silently rewriting the context of an earlier decision.
Use the record in a handoff
Ask the receiving owner to explain the next action using only the worksheet. Missing context becomes visible quickly during that exercise. Repair the record before applying the structure to a larger batch. Keep evidence supporting the campaign decision connected to the item so the team can later assess whether the action was useful.
Treat audience, offer, creative, destination, and tracking as connected parts of the campaign. If several change together, the result does not identify which change mattered. Record the differences before using the result to set a new budget.
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