Testing & Personalization overview
Choose between an experiment, a targeted experience, dynamic Rezonate routing or an incrementality test.
Updated 9 August 2026Choose the workflow that answers the real question
Incendium keeps experiments, tailored experiences and their first-party measurement in one platform, but the workflows answer different questions. Decide what evidence you need before building content.
Compare an inserted component with the unchanged control experience. Use this when one on-page change needs a direct variant-versus-control result.
Distribute visits between complete URLs. Use it when the alternatives are separate pages or substantially different journeys.
Deliver a prepared component to qualifying Audiences or Traits. Use it when relevance, rather than a general winner, is the objective.
Map Meta Campaigns, Ad Sets or Ads to matched landing pages, custom destinations or AI-generated pages using Smart Links.
Compare a geographic holdout with matched control regions to estimate causal impact beyond attributed conversions.
Separate the hypothesis from the implementation
Write one decision-focused hypothesis before creating a Component or Campaign: identify the population, the proposed change, the primary outcome and the period or sample needed to make a decision. A visible difference is not automatically a valuable difference.
- Choose a primary Conversion or performance measure before launch.
- Check that the relevant Location, Interaction and Conversion definitions already work.
- Avoid overlapping experiments that change the same element for the same people.
- Use Audiences for behaviour-derived membership and Traits for immediately supplied classifications.
- Keep the control experience stable while the campaign runs.
- Review engagement and impacted outcomes, not only Pageviews.
Because Incendium uses the same journey, engagement, Conversion and attribution evidence across optimisation and reporting, a result can be evaluated in the context of the wider customer journey rather than as an isolated click metric.
Use the shared workflow
Confirm measurement
Verify Locations, Interactions and Conversions before exposing visitors to a change.
Create the reusable Component
Build visually or from code when the experience changes part of a page. Split tests use complete URLs instead.
Configure targeting and delivery
Set dates, probability, audience or trait conditions, placement and any lead limit required by the campaign.
Activate deliberately
Preview the experience, confirm the control and make sure another campaign will not compete for the same placement.
Read the appropriate report
Use A/B, Split Test or Personalization Results with the intended date range and enough observations to support the decision.