CREATIVE TEST PLAN
Test ID / owner / creator / approver:
Business question:
Falsifiable hypothesis and reasoning:
Exploration, execution refinement, randomized A/B, or lift test:
Primary outcome, denominator, and measurement source:
Business target and how it relates to acquisition economics:
Control / challenger / material change:
Constants (offer, destination, tracking, audience eligibility, schedule):
Optimization event / attribution window / reporting basis:
Expected conversion and customer-quality delay:
Baseline rate or outcome and relevant comparison period:
Minimum worthwhile effect:
Sizing method / confidence / power / multiple-comparison treatment:
Planned sample, budget, duration, and feasibility:
Decision rule (including inconclusive) agreed before launch:
Safety stop conditions (tracking, spend cap, availability, harmful error):
Quality guardrails (refunds, cancellations, qualified leads, margin):
Platform delivery and randomization checks:
Review date after outcome maturation:
What each plausible result would change in the next brief: