Why one variable per test?

If the hook and the offer change at once, you can’t tell which one moved the result.

How many cells should I run?

As many as your budget can judge – use the test budget planner to find that number.

Write down what you want to test. The matrix shows every cell, so you compare one change at a time.

12 test cells – change one variable per comparison.

#	Hook	Format	Offer
1	Problem call-out	UGC talking head	15% off
2	Problem call-out	UGC talking head	Free shipping
3	Problem call-out	Static review	15% off
4	Problem call-out	Static review	Free shipping
5	POV	UGC talking head	15% off
6	POV	UGC talking head	Free shipping
7	POV	Static review	15% off
8	POV	Static review	Free shipping
9	Social proof	UGC talking head	15% off
10	Social proof	UGC talking head	Free shipping
11	Social proof	Static review	15% off
12	Social proof	Static review	Free shipping

Why one variable per test?: If the hook and the offer change at once, you can’t tell which one moved the result.
How many cells should I run?: As many as your budget can judge – use the test budget planner to find that number.

Every row becomes an ad variant – same body, new hook, export as a ZIP.

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