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You’re implementing an experiment. Which of these approaches should you follow as a best practice?

If you’re implementing an experiment, test one variable for each experiment. This approach is considered as a best practice.

  • Assign two campaigns to each experiment arm.
  • Start with multiple hypotheses.
  • Divide your audience into as many arms as possible.
  • Test one variable for each experiment.

The correct answer is: Test one variable for each experiment.

Decide on a clear hypothesis before creating an experiment, and only test one variable to help ensure your experiment is clean and yields discernible results.

A common mistake is that more than one variable is adjusted (e.g., you’re looking to test creative, but each experiment arm has a slightly different budget). Doing so makes the experiment “unclean,” as you’re unable to discern which change caused the impact.

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