What’s the benefit of running a true A/B test with campaign experiments?

Question: What’s the benefit of running a true A/B test with campaign experiments?

  • By testing multiple variables at a time, an A/B test gives advertisers information they can use to adjust their campaigns quickly based on insights.
  • By revealing whether their trial campaign drove user action that wouldn’t have taken place otherwise, an A/B test gives insights into user behavior.
  • By running a single campaign at a time, an A/B test allows for a true ramp-down period between each testing period so that results can be decluttered.
  • By running concurrently with an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise bias results

The right answer was: By running concurrently with an original campaign, a trial campaign controls for external factors, like seasonality, that might otherwise bias results

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