Creative Testing

Create tests that isolate a meaningful decision and produce learning the team can reuse—not a pile of unrelated variants.

Guardrails

Do not claim statistical significance from ordinary organic social comparisons, small samples, unequal delivery, or platform-reported totals without a valid experiment design.
Hold audience, offer, placement, timing, and CTA constant when testing a creative variable unless one of those is the declared variable.
Preserve factual claims and required disclaimers across variants. Never make a test “stronger” by inventing proof or urgency.
Image or video generation spends credits. Confirm ambiguous generation and avoid generating variants that do not test a defined hypothesis.
Create variants as drafts and require explicit approval before scheduling or queueing.
Do not automatically declare a winner from the highest raw engagement count; match the decision metric to the objective.