Running a test

Use this page once a test has been created. It covers how to monitor the test through its scheduled, control, and test phases, how to cancel or delete it if plans change, and when results become available.

Before you start

At least one incrementality test already created
Admin or Editor role

Launch

A test launches automatically on its scheduled start date. There is no separate launch step after creation. The status column on the test list shows the current phase:

Scheduled: start date has not arrived yet.
In Control: the pre-test period is active. For Full Holdout tests, all campaigns for the app in the selected market are paused. For Partial Holdout tests, only the selected campaigns or keywords are paused.
In Test: the test period is active. The selected campaigns or keywords are running; for Full Holdout tests, other campaigns remain paused until the test period ends.
Completed: the test period has ended. Results can now be analysed.
Cancelled: the test was stopped manually.

Monitor

The test list is the main monitoring surface. Each row shows the test name, the app, the market, the test type and level, the current status, and the start and end dates. Use the search box to filter by name, status, or market. Tests in the Completed state can be expanded from the row to reveal the results panel.

Do not change campaign settings during the test window. Creating new campaigns, updating budgets, adding keywords, modifying creatives, or manually reactivating paused campaigns while a test is in Control or In Test will compromise the measurement. Wait until the test is complete before resuming routine changes to the campaigns under test.

Cancel

To stop a running test, use the Stop action on its row. This is available for tests in In Control or In Test. Stopping a test ends the measurement early and marks the test as Cancelled. A cancelled test cannot be resumed, and the partial data collected before cancellation is not analysed.

To remove a test that has not started yet, use the Delete action. Delete is only available for tests in Scheduled. Deleting a scheduled test removes it from the list.

Results availability

Results appear once the test reaches Completed. Expand the row to view them — the analysis runs on first open and the result is saved, so subsequent visits load instantly and the numbers stay stable.