Question: (Please explain your answer ) An analyst reviews Conversion Lift test results mid-flight and has the option to take action immediately. The conversion cycle for

(Please explain your answer ) An analyst reviews Conversion Lift test results mid-flight and has the option to take action immediately. The conversion cycle for this advertiser is 14 days, and the advertiser is running a multi-cell Conversion Lift test with equal budgets between both cells:

Strategy A: Auction buying; Automatic Placements

Strategy B: Auction buying; Facebook News Feed only

After the first day, the results are as follows:

Strategy A: Automatic Placements: 12 conversions

Strategy B: Facebook News Feed only: 14 conversions

What should the analyst recommend?

A. Wait until the test is completed before taking any action

B. Stop the campaign due to low conversions

C. Shift budget toward strategy B to boost conversions

D. Wait until the mid-point of the test before taking any action

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