Intended Audience:
Growth Marketers and Creative Strategists
When to Use:
Every time an ad test is launched or reviewed.
Prerequisites:
Active ad testing budget and hypothesis definition
Format & Access:
Open Markdown / Direct Copy (No form gating)
Actionable Resource ContentLast Reviewed: September 2026
## Experiment Documentation Protocol
- **Test ID:** [e.g. EXP-2026-09-FB01]
- **Platform:** Meta Ads Manager
- **Hypothesis:** Founder-led direct-to-camera video hook will outperform stylized motion graphic banner by >20% CTR.
- **Control Variant:** 1080x1080 graphic image highlighting 3 bullet points.
- **Test Variant:** 9:16 vertical video with founder discussing the root operational bottleneck.
- **Sample Size Requirement:** Minimum 150 clicks and 20 leads per variant.
- **Test Duration:** 10 days minimum.
- **Outcome:** Documented CTR, CPC, CPL, and downstream sales close rate.