Testing Fallacies

Preview

They spent 100,000 EGP fixing the wrong problem. It didn’t start as a bad decision. It started as a reasonable assumption. Performance was slipping. CPAs were creeping up. Results didn’t feel the same anymore.. And when that happens, most teams reach for the same explanation: “It's a creative fatigue.” At first, it felt logical. Audiences hadn’t changed much. Budgets were stable. Offers were the same. So if performance drops… it must be the ads, right? That belief didn’t…