#experiments

2 notes tagged “experiments”.

• Designing incrementality tests (duration, budget, CTV and brand)Practical rules for geo/holdout incrementality tests — run upper-funnel and CTV tests 4–6 weeks (two weeks shows nothing), give them enough budget not to be swamped, avoid launching into seasonality, and judge brand spend on a finance timeline.
• Judge paywall tests on net revenue after refunds (matured cohorts)Trial-start lifts from forcing tactics (no X, undismissable discount) can be wiped out by refunds — BoldVoice's refunds rose more than trial starts — so score paywall experiments on net revenue after refunds per exposed user on a matured cohort (trial + ~1 week + ≥2 weeks).