Performance marketing offers a wide range of choices, from channel selection, formats, targeting, and bidding strategies for each campaign. Picking the best combination to achieve your goals is a challenging task. This is made more difficult by the varying chance that some in the audience will convert anyway – different conversion baselines – across different options.
This is where experiments become crucial. They help understand how to optimise amongst all those options and measure the overall impact of performance marketing. When baselines might differ, or when you want to understand the incremental impact of your ads, it's essential to run...