What should you consider if many metrics have blue stars?

• A. Revert to the original ad
• B. You might consider making the new variation a permanent ad change
• C. Stop the test and collect more data
• D. Increase the budget

Answer: (B)

When many metrics show blue stars, it signals strong, statistically significant improvements across several key measures for the new variation. That level of consistent improvement suggests the variation is genuinely outperforming the original, not just due to random fluctuation. In this situation, the best move is to implement the change permanently to capture those gains in your ongoing campaigns. Before you commit, confirm the results are robust: ensure the sample size is sufficient, the improvement persists over time, and the effect holds across relevant segments. Reverting to the original, stopping the test, or simply increasing the budget wouldn’t capitalize on the proven lift in the same decisive way.