Test which segments deserve more budget.
Broad versus segmented, expansion versus suppression, one lookalike seed against another — no single network answers these, because each one sees only its own delivery. A test holds the segment definition constant, splits spend under a fixed rule, and carries each cell as a cohort into your CRM and your finance system. A segment whose leads are cheap and whose customers churn becomes visible here long before a monthly report shows it. Suppression is tested the same way, by measuring what stops being recorded when a segment is excluded.
Seed and definition frozen at launch
The segment rule, the seed list and the exclusion set are versioned when the test starts and locked for its run, so a mid-flight edit cannot quietly change what is being compared. Each cell inherits the consent and activation state supplied by your consent platform, and activation enforces that state — records outside it never enter a cell.
Cohorts read at close rate
Comparison ends at opportunity rate, close rate, refund rate and collected revenue rather than at cost per lead. Two segments with identical cost per lead can separate by a wide margin once those records are applied to the same cohorts.
Suppression tested rather than assumed
Excluding existing customers, recent purchasers or low-value segments is usually done on instinct and never checked. A suppression test withholds the exclusion in one matched cell and measures the difference, which shows when an exclusion is saving money and when it is removing demand the channel was being credited with.
In this capability
- Expansion and suppression tests
- Lookalike seed comparisons
- Segment quality cohorts
- Fixed split rules
Experiments
The rest of Experiments
Creative Tests
Concept, copy, visual and format tests that report at concept level, not at the ad ID.
Channel Tests
Budget allocation and market-entry tests: what a channel is worth at a different spend level, or at all.
Landing-Page Tests
Message and page variants joined to outcomes through content IDs and your web analytics.
Incrementality
Geo and holdout designs run where volume supports them, reported separately from attribution credit.
Learning Agenda
A ranked queue of open business questions, so testing is a programme rather than an occasional habit.
One goal. Every channel. Real business truth.
Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.
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