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Quick Fix
Creative
Winning creative from a test does not work when scaled
Many tests win on a small pocket of audience. When scaled, the system expands to less responsive users and performance normalizes.
What this means
Many tests win on a small pocket of audience.
Quick steps
- Check audience size and overlap between test and scale setup
- Check if the test was under-delivering (small sample)
- Scale by keeping structure stable and adding new creative angles
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