GA4The one-variable rule
Each batch of variants changes one thing: the hook, the first frame, the offer line or the call to action. Everything else stays the same, so a result can be traced back to that change.
What the brief contains
- The source footage, the approved script and the product claims that are allowed.
- The one variable to change, with two to four options written out word for word.
- The target length for each placement, and the fixed end card and logo position.
- Caption rules: font, safe area, language and whether captions are burned in.
- The file naming rule, copied from the agency's naming convention.
What to return
- One file per variant, named with its creative ID, plus a list that maps each file to its variable.
- A note on anything changed beyond the brief, such as a new cut or a trimmed claim.
Review before upload
- Check the claims against the approved list, then the logo, the captions and the first three seconds.
Made-up scenario: the brief asks for four hook options and identical body cuts. The editor returns four files and a map. The review takes ten minutes, and the test reads cleanly.
