# GTM experiment results and learning worksheet

Original educational worksheet — Go To Market Playbooks
https://gotomarketplaybooks.com/tools/experiment-tracker/

## Rules recorded before results
- Test question / audience / offer / channel:
- Primary qualified outcome and deduplication rule:
- Eligible exposure unit and exclusions:
- Minimum sample / stop rate / scale rate:
- Cost scope and maximum cost per qualified outcome:
- Accountable role / planned review date:

## Actuals
- Eligible exposures:
- Qualified outcomes:
- Excluded or duplicate outcomes and reason:
- Spend using the precommitted scope:
- Outcome rate = qualified outcomes / eligible exposures × 100:
- Cost per outcome = spend / qualified outcomes (undefined if zero outcomes):
- Does the minimum sample hold?
- Which rate and cost rule applies?

## Evidence review
- Missing data and how it could change the result:
- Audience / offer / channel / measurement changes during the test:
- Timing or selection bias:
- What was observed:
- Alternative explanations:
- What this test did not establish:

## Decision and next test
- Stop / redesign / retest / bounded scale candidate:
- Rationale referencing the original rules:
- Accountable role and next action:
- Evidence that would change the decision:
- Next review date or trigger:

## Fictional low-rate failure
Teaching thresholds: minimum 200 exposures, stop at or below 2%, scale at or above 5%, maximum $80 per qualified outcome.
Observed: 240 eligible exposures, 4 qualified outcomes, $240 spend.
Rate: 1.67%. Cost per outcome: $60.
Decision support: Stop candidate, because the rate breaches the stop rule even though cost is within the limit.
Next learning: check offer clarity and eligible exposure quality before testing a revised message. Do not lower the stop threshold after seeing the result.

This worksheet is a rule-based planning aid, not a causal inference or statistical significance test. Use only information approved for your own systems; no real customer or employer data is included here.