Experiment and channel count impact: Past 180 days channel and audience analysis

In our recent deep dive covering the last 6 months (December 2023 – June 2024) into the correlation between experiment count, channel count, and ROI, we’ve uncovered some compelling insights about optimizing marketing strategies. Here’s a breakdown of our top findings:

  1. Higher Experiment Count Boosts ROI: Companies running 1001-2000 experiments saw the highest ROI, especially when utilizing 2 channels – a whopping 17.57 average ROI!
  2. The Magic of Multiple Channels: Utilizing more channels generally increases ROI. For experiment counts of 500-1000, using 2 or 3 channels resulted in an average ROI of around 12
  3. Quality over Quantity: Surprisingly, companies with the highest number of experiments (5001-10000) did not necessarily see the highest ROI. It highlights the importance of a focused and optimized approach over mere volume.
  4. Optimal Channel and Experiment Count Combination: The data suggests that combining an experiment count of 101-500 with just 1 channel can yield an impressive average ROI of 9.47, indicating a sweet spot for ROI efficiency.
  5. Experiment and Channel Count Correlation: There is a positive correlation between the number of experiments and channels used, particularly in the mid-range of experiment counts (101-2000). This synergy appears to optimize ROI effectively.
🔍 Breakdown by Experiment Count Range:
  1. Experiment refers to one unit of an ad (audience + creative + Offer).
  2. Channels included in this study were Linkedin, Facebook, Instagram and Google Ad words

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