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THE ULTIMATE CPG DICTIONARY
A/B Test
An experimental method where two versions (A and B) are tested against each other to measure which performs better.
How it's Calculated:
Randomly assign audience segments to version A or B and compare performance metrics (e.g., click-through rate, conversions).
Example:
Testing two ad headlines on Meta to see which drives higher lead form submissions.
Category:
Advertising & Media Metrics
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