GA4Collect and rank the ideas
- Gather ideas from the account team, the client, the creative backlog and the last quarter's reports.
- Score each idea on three points: how much it could move the main number, how cheap it is to run, and how sure the team is that it will not break the account.
- Write each idea as a question, such as: does a proof line lower the cost per new customer?
Plan the quarter
- Choose three to five tests a quarter for one account. More than that and few tests get a clean read.
- Put each test on the calendar with a start date, a read date and one named owner.
- Keep one slot free for a fix the data forces, such as broken tracking.
Made-up scenario: an account has 14 ideas and budget for three tests. The team picks the two highest-scoring offer tests and one low-cost creative test, and writes down the eleven ideas that wait for next quarter.
Set the read rules before launch
- Write the metric, the minimum spend or sample and the read date before each test starts.
- Decide what counts as a win, a loss and an unclear result. An unclear result is a valid outcome and is logged as one.
- Do not stop a test early because the first numbers look good.
Log what changed
- After each read, write one line: the question, the result and the decision it caused.
- At the end of the quarter, count the tests that changed a decision, not the tests that were run.
- Carry open ideas forward with the reason they were not picked.
