Traffic quality
Traffic Quality Score for Advertiser Decisions
Evaluate traffic quality score through source transparency, controlled testing, complete measurement and accepted downstream value.
Direct answer
What this page helps an advertiser decide
For the new-source probation scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume.
Intent ownership
Search intent and cannibalization boundary
This canonical owns one distinct advertiser decision while broader strategy remains on established pillar URLs.
| Layer | Owner | Boundary |
|---|---|---|
| Primary page intent | Traffic Quality Score | Owns the specific commercial decision for traffic quality score. Broad traffic purchase intent remains on /buy-website-traffic/ and parent strategy remains on /traffic-quality-monitoring/. |
| Parent intent | Traffic Quality Monitoring | Definitions, broad category strategy and adjacent choices remain on the parent page. |
| Success definition | a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision | Visits and clicks remain diagnostic until downstream acceptance is confirmed. |
Operating framework
A visual system for evidence-led campaign decisions
Connect eligibility, source, journey, measurement and rollback before the campaign buys scale.
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use session engagement to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Use conversion integrity as an action layer. Define the evidence threshold, the person responsible for review, the permitted response and the condition that restores the previous configuration. Pair it with downstream acceptance to confirm that improvement is not simply a change in traffic composition. Scale only after the accepted outcome remains stable through the required validation period.
Operator guide
Build the decision from requirements to accepted value
Use the detailed checks below to keep the campaign measurable, comparable and reversible.
Define the exact traffic quality score decision
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use delivery validity to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck session engagement after every material scale step, because a winning average may weaken when the source portfolio expands.
Match campaign conditions before comparing sources
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck session engagement after every material scale step, because a winning average may weaken when the source portfolio expands.
Operational fit belongs in the economics of traffic quality score. Count setup effort, moderation, reporting exports, tracking work, source review and troubleshooting alongside media cost. Evaluate conversion integrity with the same seriousness as delivery volume. A channel that appears cheaper may be less efficient when the team cannot identify sources or reconcile outcomes without manual repair.
Build an equal evidence window for transparent source scoring tied to campaign actions
Operational fit belongs in the economics of traffic quality score. Count setup effort, moderation, reporting exports, tracking work, source review and troubleshooting alongside media cost. Evaluate conversion integrity with the same seriousness as delivery volume. A channel that appears cheaper may be less efficient when the team cannot identify sources or reconcile outcomes without manual repair.
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck duplicate and anomaly signals after every material scale step, because a winning average may weaken when the source portfolio expands.
Compare source mix instead of blended averages
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck duplicate and anomaly signals after every material scale step, because a winning average may weaken when the source portfolio expands.
Treat new-source probation as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data.
Keep creative fairness without forcing identical assets
Treat new-source probation as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data.
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck confidence and sample size after every material scale step, because a winning average may weaken when the source portfolio expands.
Reconcile attribution before choosing a source
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck confidence and sample size after every material scale step, because a winning average may weaken when the source portfolio expands.
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
Include policy and operational fit in the decision
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck session engagement after every material scale step, because a winning average may weaken when the source portfolio expands.
Write a limited and reproducible conclusion
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck session engagement after every material scale step, because a winning average may weaken when the source portfolio expands.
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck conversion integrity after every material scale step, because a winning average may weaken when the source portfolio expands.
Intent-specific audit
Four checks tied to this exact advertiser problem
These checks stop broad platform assumptions from distorting this specific search intent.
Confirm delivery validity before launch
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck conversion integrity after every material scale step, because a winning average may weaken when the source portfolio expands.
Keep session engagement visible
For transparent source scoring tied to campaign actions, begin with the business decision, not the delivery metric. Assign duplicate and anomaly signals to a named owner and state what evidence changes a bid, budget, source status or pause decision. Keep the definition fixed through the observation window. The useful output is a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision, while early clicks and visits remain supporting signals rather than the final proof.
Validate downstream acceptance independently
Source governance matters because transparent source scoring tied to campaign actions can change as budgets, bids and inventory conditions move. Classify sources as new, uncertain, promising, reduced or excluded. Apply one promotion rule and one exclusion rule across the test. Recheck downstream acceptance after every material scale step, because a winning average may weaken when the source portfolio expands.
Tie confidence and sample size to the final memo
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use confidence and sample size to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Buyer framework
Six controls before the campaign buys scale
Each control must lead to an observable decision rather than a decorative report.
Delivery Validity
Map the operational chain as delivery signal to session behavior to conversion validation to downstream acceptance to score update. Preserve campaign, creative, source, device and GEO identifiers wherever the journey permits. Review delivery validity separately from conversion integrity so one strong average cannot conceal a weak segment. Reconcile front-end activity with the accepted business record before declaring the test successful or increasing spend.
Evidence → owner → action → rollbackSession Engagement
For transparent source scoring tied to campaign actions, begin with the business decision, not the delivery metric. Assign session engagement to a named owner and state what evidence changes a bid, budget, source status or pause decision. Keep the definition fixed through the observation window. The useful output is a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision, while early clicks and visits remain supporting signals rather than the final proof.
Evidence → owner → action → rollbackConversion Integrity
For the quality decline alert scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume.
Evidence → owner → action → rollbackDuplicate And Anomaly Signals
Treat portfolio allocation as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data.
Evidence → owner → action → rollbackDownstream Acceptance
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use downstream acceptance to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Evidence → owner → action → rollbackConfidence And Sample Size
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
Evidence → owner → action → rollbackWorkflow
An eight-step campaign operating sequence
Move from business definition to controlled scale without losing the source-to-outcome record.
- 01
Define the accepted event
For the source promotion review scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume.
- 02
Verify eligibility and policy fit
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use conversion integrity to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
- 03
Map the complete user journey
For the portfolio allocation scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume.
- 04
Create decision cells
Map the operational chain as delivery signal to session behavior to conversion validation to downstream acceptance to score update. Preserve campaign, creative, source, device and GEO identifiers wherever the journey permits. Review downstream acceptance separately from delivery validity so one strong average cannot conceal a weak segment. Reconcile front-end activity with the accepted business record before declaring the test successful or increasing spend.
- 05
Launch a bounded test
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
- 06
Classify sources consistently
Treat quality decline alert as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data.
- 07
Validate downstream quality
Map the operational chain as delivery signal to session behavior to conversion validation to downstream acceptance to score update. Preserve campaign, creative, source, device and GEO identifiers wherever the journey permits. Review session engagement separately from duplicate and anomaly signals so one strong average cannot conceal a weak segment. Reconcile front-end activity with the accepted business record before declaring the test successful or increasing spend.
- 08
Scale one reversible variable
For transparent source scoring tied to campaign actions, begin with the business decision, not the delivery metric. Assign conversion integrity to a named owner and state what evidence changes a bid, budget, source status or pause decision. Keep the definition fixed through the observation window. The useful output is a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision, while early clicks and visits remain supporting signals rather than the final proof.
Measurement model
Measure the complete path, not the cheapest activity
Delivery layer
Finish with a dated decision memo for transparent source scoring tied to campaign actions. State the tested scope, evidence window, excluded variables, source distribution, accepted result and rollback trigger. Explain how delivery validity affected the conclusion and what new evidence would overturn it. This keeps the outcome useful after inventory, policy, pricing or campaign conditions change.
Journey layer
Treat source promotion review as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data.
Acceptance layer
Treat quality decline alert as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data.
Economics layer
Map the operational chain as delivery signal to session behavior to conversion validation to downstream acceptance to score update. Preserve campaign, creative, source, device and GEO identifiers wherever the journey permits. Review duplicate and anomaly signals separately from confidence and sample size so one strong average cannot conceal a weak segment. Reconcile front-end activity with the accepted business record before declaring the test successful or increasing spend.
Evidence scorecard
Evidence required for each control
Score only evidence that can change a real campaign action.
| Control | Evidence | Decision |
|---|---|---|
| Delivery Validity | For the new-source probation scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume. | Keep, reduce, test, exclude or scale under the documented rule. |
| Session Engagement | Operational fit belongs in the economics of traffic quality score. Count setup effort, moderation, reporting exports, tracking work, source review and troubleshooting alongside media cost. Evaluate session engagement with the same seriousness as delivery volume. A channel that appears cheaper may be less efficient when the team cannot identify sources or reconcile outcomes without manual repair. | Keep, reduce, test, exclude or scale under the documented rule. |
| Conversion Integrity | Build the scorecard around decisions the team is prepared to execute. Conversion Integrity requires a defined owner, evidence window and stop rule; downstream acceptance confirms whether the change survives beyond the front-end metric. Unknown values should stay unknown until measured. Estimating missing evidence merely to complete a table creates false confidence and weakens later optimization. | Keep, reduce, test, exclude or scale under the documented rule. |
| Duplicate And Anomaly Signals | Use duplicate and anomaly signals as an action layer. Define the evidence threshold, the person responsible for review, the permitted response and the condition that restores the previous configuration. Pair it with confidence and sample size to confirm that improvement is not simply a change in traffic composition. Scale only after the accepted outcome remains stable through the required validation period. | Keep, reduce, test, exclude or scale under the documented rule. |
| Downstream Acceptance | For the new-source probation scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume. | Keep, reduce, test, exclude or scale under the documented rule. |
| Confidence And Sample Size | Treat source promotion review as a bounded experiment. Set a daily ceiling, a total loss limit, a minimum evidence window and a rollback point before launch. New sources begin in an uncertain state and earn promotion through the same rule. When sample size is thin, keep the decision open rather than forcing a winner from unstable data. | Keep, reduce, test, exclude or scale under the documented rule. |
Practical scenarios
Four practical ways to use this framework
Adapt the framework to a bounded business problem without changing the underlying evidence rules.
New-Source Probation
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use duplicate and anomaly signals to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Source Promotion Review
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use downstream acceptance to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Quality Decline Alert
Finish with a dated decision memo for transparent source scoring tied to campaign actions. State the tested scope, evidence window, excluded variables, source distribution, accepted result and rollback trigger. Explain how confidence and sample size affected the conclusion and what new evidence would overturn it. This keeps the outcome useful after inventory, policy, pricing or campaign conditions change.
Portfolio Allocation
For transparent source scoring tied to campaign actions, begin with the business decision, not the delivery metric. Assign delivery validity to a named owner and state what evidence changes a bid, budget, source status or pause decision. Keep the definition fixed through the observation window. The useful output is a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision, while early clicks and visits remain supporting signals rather than the final proof.
Stop rules
Write the stop rules before the campaign starts
Build the scorecard around decisions the team is prepared to execute. Delivery Validity requires a defined owner, evidence window and stop rule; conversion integrity confirms whether the change survives beyond the front-end metric. Unknown values should stay unknown until measured. Estimating missing evidence merely to complete a table creates false confidence and weakens later optimization.
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use session engagement to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use conversion integrity to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Failure modes
What to prevent before more budget enters the campaign
Measurement drift
Build the scorecard around decisions the team is prepared to execute. Session Engagement requires a defined owner, evidence window and stop rule; duplicate and anomaly signals confirms whether the change survives beyond the front-end metric. Unknown values should stay unknown until measured. Estimating missing evidence merely to complete a table creates false confidence and weakens later optimization.
Source-mix illusion
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use conversion integrity to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
Irreversible scale
Build the scorecard around decisions the team is prepared to execute. Duplicate And Anomaly Signals requires a defined owner, evidence window and stop rule; confidence and sample size confirms whether the change survives beyond the front-end metric. Unknown values should stay unknown until measured. Estimating missing evidence merely to complete a table creates false confidence and weakens later optimization.
Unsupported winner claims
Use delivery validity as an action layer. Define the evidence threshold, the person responsible for review, the permitted response and the condition that restores the previous configuration. Pair it with conversion integrity to confirm that improvement is not simply a change in traffic composition. Scale only after the accepted outcome remains stable through the required validation period.
Limits and compliance
Use realistic expectations and responsible controls
Traffic-quality controls can reduce risk but cannot eliminate every invalid interaction. Approval, inventory, delivery and results depend on campaign details, policy, GEO, format, bid, creative, destination, tracking and optimization. No page should be interpreted as a guarantee of traffic quality, conversions, ROI, ranking, approval or business performance.
Before spending on traffic quality score, write the exact audience, country, device, format, destination and policy boundary. This prevents the campaign from drifting toward easier but less valuable delivery. During portfolio allocation, compare like with like and preserve the original control. Any necessary exception should be visible in the final report with its reason and likely effect.
Frequently asked questions
Questions about traffic quality score
What should advertisers evaluate in a traffic quality score?
Finish with a dated decision memo for transparent source scoring tied to campaign actions. State the tested scope, evidence window, excluded variables, source distribution, accepted result and rollback trigger. Explain how downstream acceptance affected the conclusion and what new evidence would overturn it. This keeps the outcome useful after inventory, policy, pricing or campaign conditions change.
How much budget should a first traffic quality score test use?
Before spending on traffic quality score, write the exact audience, country, device, format, destination and policy boundary. This prevents the campaign from drifting toward easier but less valuable delivery. During source promotion review, compare like with like and preserve the original control. Any necessary exception should be visible in the final report with its reason and likely effect.
Which metric matters most for traffic quality score?
For transparent source scoring tied to campaign actions, begin with the business decision, not the delivery metric. Assign delivery validity to a named owner and state what evidence changes a bid, budget, source status or pause decision. Keep the definition fixed through the observation window. The useful output is a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision, while early clicks and visits remain supporting signals rather than the final proof.
How should traffic quality be checked?
For the portfolio allocation scenario, isolate the smallest set of variables that can answer the question. Hold the accepted event, attribution window and destination logic steady. Change one bid, audience, source group or creative family at a time. If the result deteriorates, return to the last stable configuration rather than widening targeting to recover volume.
Why is source-level reporting important?
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
How long should the evidence window run?
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
When should a source be paused?
Finish with a dated decision memo for transparent source scoring tied to campaign actions. State the tested scope, evidence window, excluded variables, source distribution, accepted result and rollback trigger. Explain how downstream acceptance affected the conclusion and what new evidence would overturn it. This keeps the outcome useful after inventory, policy, pricing or campaign conditions change.
Can traffic quality score guarantee conversions?
The measurement plan should connect raw delivery to a source score supported by documented evidence and tied to a bid, budget, whitelist or pause decision. Record eligible exposure, source distribution, landing continuity, conversion status and downstream acceptance in separate layers. Use confidence and sample size to diagnose where value is gained or lost. Do not let a lower cost per click override evidence that the final business event is weaker or less repeatable.
How should a winning cell be scaled?
A practical review of traffic quality score must account for black-box scoring, metric overfitting, low samples, changing weights, punishing new sources and ignoring delayed reversals. Document each material difference instead of hiding it inside a blended average. If settings, eligibility or source mix cannot be matched, record that limitation in the decision memo. A narrow result that can be reproduced is more valuable than a broad claim that cannot survive a second test.
What belongs in the final decision memo?
Map the operational chain as delivery signal to session behavior to conversion validation to downstream acceptance to score update. Preserve campaign, creative, source, device and GEO identifiers wherever the journey permits. Review session engagement separately from duplicate and anomaly signals so one strong average cannot conceal a weak segment. Reconcile front-end activity with the accepted business record before declaring the test successful or increasing spend.
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