Measure what the next decision needs

Use a review to learn rather than simply collect numbers.

Start with a useful question

Choose a learning goal before choosing a metric. Define the decision the evidence should inform and the constraints behind the work. A useful measurement plan explains what you will do differently if the result changes.

Put the idea into practice

Review the conditions behind each comparison. Consider the audience, the offer, the placement and the experience after the click. Avoid attributing every change to the visual asset alone.

Review what you learn

Keep a record of assumptions and make one deliberate change at a time where possible. Review qualified actions alongside reach. Treat unexpected results as questions to investigate rather than immediate proof of success or failure.