Use it for
- Choose an appropriate test format before changing bidding, creative or campaign settings.
- Use the experiment type that matches the campaign and question.
Before you open it
Public reference documentation. Applying the guidance may require an account, suitable data or specialist support.
The people behind the resource
- GoogleOriginal documentation
Resource notes and library artwork curated by Paid Media Collective. The original work belongs to the contributors credited above. Inclusion does not imply a partnership or a member submission.
No open redistribution licence established; link to the original.
Source review and practical limitations
Source reviewed · 6 September 2026. We reviewed the source to the level stated here; tools, courses and account workflows have not been tested end to end.
- An orientation guide, not a full study design. An A/B comparison does not automatically measure incrementality.
- Reference documentation only. No account workflow, code or model was tested as part of this reading review.
