Individual skill
19-ab-test-setup-global
Use when the user wants a VALID experiment instead of a guess — hypothesis, one variable, sample size and runtime math, statistical significance, primary versus secondary metrics, multi-arm designs, and a results template, across Optimizely, VWO, and native Meta and Google tests. Trigger on 'A/B test', 'split test', 'how long should I run the test', 'is this result significant', 'test two versions', 'which creative is actually better'. Also use when a winner was declared after two days on tiny numbers. Not for — scaling the proven winner, see `55-scaling-ads-global`; analyzing data already collected, see `13-data-analysis-global`; auditing the account, see `21-ads-audit-global`.
skills/en/19-ab-test-setup-global/SKILL.md
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# A/B Test Setup (Global)
> Run experiments that produce decisions, not noise. Most "A/B tests" in marketing are underpowered, peeked-at, and badly hypothesized — meaning the team learns nothing and ships the louder variant.
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## For Newbies
A valid A/B test answers one question: "Did this change cause a real improvement, or am I seeing noise?"
To answer it credibly you need four things:
1. A **specific hypothesis** with a numeric prediction
2. **One variable changed** (everything else identical)
3. **Enough sample** to detect the effect you care about