Practitioner pattern · Hannah Parvaz (Founder of Aperture, a growth agency selling the paid acquisition, experimentation and product growth work discussed)
Launch one ad channel at a time and add the next once it works
Unknownpaid-socialexperimentation
What they did
Never launch five channels at once. Launch one, get baselines, reach good results, then introduce the next. Run incrementality tests on each channel at both the direct response and awareness level.
In their words
Sub Club by RevenueCat · App Optimization Through Experimentation — Hannah Parvaz, Aperture“We wouldn't launch five channels at once. We'd launch one, see how this performs, get baselines, and then start introducing other channels once we've started to master one of them and we're getting good results with one.”
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