Simpsons Paradox Article

TikTok Ad Creatives Are Getting Sucker-Punched by Simpson’s Paradox

To a business owner, there’s nothing more frustrating than running a plethora of ad creative tests on TikTok or Facebook without getting any conclusive feedback about which ad is performing the best. Nothing, that is, except getting the wrong conclusive feedback. For instance, look at this very beautiful ad creative analysis from a reputable app….