# Search/Display campaign-type test

- Account, currency, time zone and campaign IDs:
- Configured campaign type and actual network/inventory scope:
- Search, Search partners and PMax kept distinct:
- Offer, destination, geography and availability:
- Audience task; new versus previous visitors:
- Actual targeting/expansion settings and exclusions:
- Named conversion action, counting and attribution rules:
- Click, view-through and other conversion scopes kept separate:
- Test-enquiry acceptance check and response owner:
- Unique customer ledger, cost scope and outcome cutoff:
- Risk ceiling, primary outcome and quality guardrails:
- Other campaigns/changes during the test:
- Observation rule, remaining uncertainty and next decision:

Cheap CPC or CPL alone does not settle customer acquisition value. A sequential or observational comparison is not a randomised causal experiment. Product reports may not supply every breakdown; preserve missing evidence.