Experiment Card
Experiment ID
Date Started
Owner
Status:
Win
Lose
Unclear
Hypothesis
Describe your hypothesis
Variable Changed
Variable
Campaign / ASIN / Ad Group
Match Type
Exact
Phrase
Broad
Product Listing Changes
Test Group Info
Control or Test Group Name
Start Date
Midpoint Date
End Date
Metrics
Metric
Start
Midpoint
End
Revenue
ACOS
Clicks
Conversion Rate
CTR
Observations
Day 1 Notes
Midpoint Check-in
Day 7 Notes
Other Notes
Conclusion
Primary Reason for Result
Roll out to other campaigns
Retest with different setting
One-line Learning