Your Creative Process Can Validate Patterns

Diagram showing the validation cycle: estimate patterns, create new ads, validate or falsify, repeat

Asking 'how do we validate these patterns?' is exactly the right question. The answer is simpler than you might expect: your existing creative workflow validates patterns naturally, each time you create new ads guided by insights.

Why the Fastest Teams Are the Ones Who Test

December 5th, 2025

Speed and testing aren't opposing forces. Learn why systematic experimentation actually accelerates your creative cycle, especially during peak seasons.

Timeline comparing creative cycles with and without systematic testing

How Our Eyes Taught Me About Smarter Ad Tests

May 13th, 2025

Discover how the biological concept of eye saccades inspired a great approach to ad testing, helping us find clear signals in a noisy marketplace and deliver more reliable, and faster results.

Why You Want to Watch Out for Related Features

April 30th, 2025

Diagram showing related ad features and their associations

Mastering The Science of Marketing: Experimentation Processes

April 4th, 2023

How to build experimentation processes to continuously update your most important decisions.

Diagram of three experimentation processes

The Problem of Cumulative Advantage

March 9th, 2023

Cumulative advantage can increase the randomnes in ad performance. We have some ways to see through it, and use it.

Continuous Focusing Instead of Significance

February 15th, 2023

We use a different type of statistics (Bayesian) that gives you the probability each option is the best, both during and after your tests.

How our testing service works

September 25th 2024

How Deciding Data's A/B testing service works, providing deeper insights and clearer direction for your ad campaigns.

How to Improve Your Site with Coordinated Tests

September 29th 2022

Experiments that focus on the ideas you are testing, rather than the platform, can help you learn even faster.

Dynamic Creative vs Split Tests?

May 24th 2022

A quick overview of the differences between Split Testing and Dynamic Creative on Facebook. They have complimentary goals, so can accomplish great things together.

How are the probabilities calculated?

April 28th 2022

We help you understand your experiments, by carefully designing their structure and using a type of machine learning that allows easier interpretation.

A diagram of the deciding data experiment pipeline

How much should I spend testing new ads or audiences?

March 31th 2022

Happily, there is a technique that does a great job finding the best balance between testing new ads and using the best ones we've found.