Garrett is seeking insight on which strategies and tactics are most effective in unlocking pipeline growth. Which experiment would you recommend?

Conversion Lift Testing directly measures the incremental impact of your advertising campaigns on conversions, such as pipeline growth. It compares a group exposed to your ads with a control group that wasn't, isolating the true uplift in desired actions. This allows Garrett to see which strategies genuinely drive more pipeline, not just those that correlate with it. A/B Testing compares two versions of an ad or landing page to see which performs better, but it doesn't isolate the incremental impact of the campaign itself on overall business goals like pipeline growth. Brand Lift Testing measures changes in brand perception (e.g., awareness, favorability), which are important but don't directly quantify pipeline growth.