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Vantage pilot launch checklist

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Go through this list with Tapper's team before the test starts.

Agreed

  • Your written yes to value bidding.
  • The campaigns in the test, with brand campaigns listed apart.
  • The main measure, the read date and the confidence level: 80% unless you choose another.

Your data

  • Your data source is connected. For a store, every Blocking check under Data checks on Vantage > Results reads Met.
  • Refunds are recorded in your store.
  • One primary purchase action per goal. Cart and checkout steps stay secondary.
  • Test campaigns bid on Maximize conversion value or target ROAS, and are not limited by budget.
  • The Tapper goal is Active, and every step on Vantage > Accounts and campaigns reads Done.
  • Vantage > Signals sent shows values accepted by Google every day since the models were deployed, and any failed uploads are looked into.

The test

  • The experiment is drafted from the Current setup campaign and split 50/50.
  • The Vantage half bids on the Tapper goal only: Only this goal (recommended) when you attach it.
  • Tapper Block runs the same in both halves, or the difference is written down.

While it runs

  • Edit neither half: no new ads, targeting or bid strategy.
  • Keep the budget share equal. If a budget has to change, keep the change under about 20% and make it in both halves: bigger changes send Google back into learning.
  • The first two weeks are learning and are left out of the result, so don't react to them.
  • Check-ins happen every two weeks.
  • Expect the first reads to be too early to call. See Reading early results before outcomes mature.

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