Docs

A hypothesis is not a wishlist. Here is the shape we use: belief, change, metric, timeframe, and why we test one at a time.

One hypothesis, 3 to 4 weeks, then a readout. Here is how Baseline, Sprint 1, and every sprint after fits together.

Every sprint ends with a readout: what moved, what did not, and the next hypothesis. Site lift and Meta efficiency counted separately.