Analytics
A creative testing log anyone can read
Every test, its hypothesis, and what we concluded — in one sheet.
- Client
- Saffron House
- Year
- 2026
- Role
- Process, analysis
- Stack
- Google Sheets, Meta Ads, GA4
- 1 Row per test
- 15 min Weekly ritual
- 1 sentence Per conclusion
01 The brief
A year of creative testing with no record of what had already been tried, so the same losing ideas kept resurfacing.
02 The brainstorm
Institutional memory is the cheapest performance gain available and almost nobody keeps it.
The format matters more than the tooling: one row per test, written hypothesis before launch, the metric agreed in advance, and a conclusion in one sentence written the day it ended. If the conclusion cannot be written in a sentence, the test was badly designed.
The hypothesis-before-launch column is the one that does the work. It stops post-hoc storytelling, which is the main way marketing teams fool themselves.
03 The build
A shared sheet, a fifteen-minute Friday ritual, and a rule that no creative brief may repeat a test already marked conclusive.
04 The result
Duplicate tests effectively stopped, and onboarding a new freelancer went from a week of context to an afternoon of reading.
