“Dig lots of small holes often instead of one very deep one.”‍ If I were to summarize this entire article into one sentence, that would be it.I had a client once with a few SKUs in the home decor sector. We went through a slight price increase on the website and the one campaign in the account dipped in performance.

You’re running creative tests. Launching new audiences. Tracking attribution across platforms. But there’s a quiet saboteur in your data: The Birthday Paradox.

OK, the title is a little ridiculous. We actually debated changing the timeframe just so that it didn’t sound way too sensational, but we decided not to because it wouldn’t be honest. So hold your skepticism, or don’t, but at least read the article until the end.