#3-#4

Look Beyond Your Core Metrics

You might have hidden data in your losing test results.

E.g. Look at your “losing” ad to see if it drove less traffic but had higher conversions. If you’d only been looking at traffic & revenue, you might not have noticed this ad works better statistically, if not in rough numbers.

Dig into that data to find out why it drove less traffic & use that to improve your next set.

Remove Junk Data

Test results can be skewed by junk data. Remove that to see trends more clearly & drill down to find crucial trends. Remove:

• bot traffic.
• your traffic.
• competitor traffic.