Glossary

Creative testing

The planned comparison of creative concepts or executions using defined assets, delivery context, observations, and decisions.

Minimum record

Keep the exact files and creative IDs, taxonomy, hypothesis, control, treatment, allocation context, metric definitions, result source, uncertainty, decision, and next action.

Common confusion

Producing many versions is not testing unless the changes and decisions are recorded. Uneven network delivery can also make a nominal A/B set difficult to interpret.

Use the mobile game creative-testing guide.