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

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

Correct Answer:

• Test one variable for each experiment.

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

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.

Read more here: https://skillshop.exceedlms.com/student/activity/69415-test-and-measure-creative-with-video-experiment/