Run a test programme, not a pile of tests.
Most accounts test whatever was argued about most recently, then lose the answer three months later. The learning agenda holds the open questions instead, ranked by the budget each one governs, the time an answer takes and how long that answer stays true. The Growth Brain proposes which question to open next and which design would settle it; a person approves, and the experiment service runs it inside the Campaign Constitution's limits on spend, daily movement and protected campaigns. Answered questions keep their evidence and an expiry date, so a finding from last spring is either still load-bearing or visibly stale.
Ranked by budget at stake
Each open question is scored against the spend it governs, using the budget engine's current allocation rather than a judgement about importance. The ranking is recalculated as allocation shifts, so a question moves up the queue when the budget behind it grows.
One design per open question
A question enters the agenda with the design that would answer it already attached — holdout, geo split, stepped spend or a paired variant test — plus its cost and minimum run length. That pairing is what stops a test launching before anyone has agreed which result would change the decision.
Findings carry an expiry date
Answers are stored with the period, the design and the conditions they held under, and marked for re-testing when that period lapses or when offer, pricing or market shift underneath them. A stale finding is flagged as stale rather than quietly continuing to justify a budget split.
In this capability
- Ranked question queue
- Budget-at-stake scoring
- Proposed designs for approval
- Dated evidence with expiry
Experiments
The rest of Experiments
Creative Tests
Concept, copy, visual and format tests that report at concept level, not at the ad ID.
Audience Tests
Expansion, suppression and seed tests, graded on which segments ended up as paying customers.
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.
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.
No ad spend commitment · Connect one channel to start · [email protected]