Document Type: Reference
Status: Active
Version: v1.2
Authority: MWMS HeadOffice
Applies To: Ads Brain experiment tracking and experiment governance records
Parent: Ads Brain Canon
Last Reviewed: 2026-03-17
Purpose
The Ads Brain – Experiment Registry records every advertising experiment conducted within the MWMS ecosystem.
Advertising experiments generate valuable intelligence about:
• creative performance
• audience behaviour
• platform dynamics
• campaign structure effectiveness
Without structured record keeping, these learnings are easily lost.
The Experiment Registry ensures that all experiments contribute to cumulative system intelligence.
Scope
This reference applies to:
• advertising experiment tracking
• governance records for paid traffic tests
• historical recording of creative, audience, platform, and offer experiments
• structured preservation of test variables, outcomes, and lessons learned
• cumulative experiment memory across Ads Brain systems
This document governs how Ads Brain should record experiments and what information must be preserved.
It does not govern:
• capital allocation approval
• final survivability authority
• experiment launch approval by itself
• direct creative-production procedures
• Finance Brain override
• Affiliate Brain structural approval
Those remain governed by Finance Brain, Affiliate Brain, HeadOffice, and related Ads Brain systems.
Definition / Rules
Scope of Platforms
The registry records experiments across all paid traffic environments.
Primary platforms include:
• Google Ads
• YouTube Ads
• Meta Ads
• TikTok Ads
Additional platforms may be added as the system expands.
Experiment Types
The registry supports several experiment categories.
Creative Experiments
Testing variations in creative elements.
Examples include:
• hook testing
• angle testing
• visual variation testing
• messaging variation testing
Audience Experiments
Testing variations in targeting.
Examples include:
• demographic targeting
• behavioural segments
• interest clusters
• audience expansion behaviour
Platform Experiments
Testing platform-specific campaign behaviour.
Examples include:
• bidding strategy experiments
• campaign structure experiments
• placement variations
• optimisation signal changes
Offer Experiments
Testing how different offers perform within paid traffic.
Examples include:
• different landing pages
• offer positioning
• pricing presentation
Experiment Record Structure
Every experiment recorded in the registry should include the following fields.
• Experiment ID
• Campaign or Offer
• Platform
• Experiment Type
• Test Variable
• Control Variant
• Test Variant
• Testing Context
• Primary Metrics
• Experiment Outcome
• Lessons Learned
Field Definitions
Experiment ID
Unique identifier for the experiment.
Campaign / Offer
Name of the offer or campaign involved.
Platform
Advertising platform used.
Experiment Type
Creative / Audience / Platform / Offer.
Test Variable
The variable being tested.
Examples include:
• hook
• creative angle
• audience segment
• bidding strategy
Control Variant
Description of the control configuration.
Test Variant
Description of the variation being tested.
Testing Context
Description of the campaign conditions.
This may include:
• audience
• platform
• campaign objective
Primary Metrics
Performance signals used to evaluate the experiment.
Examples include:
• click-through rate
• conversion rate
• cost per acquisition
• viewer retention
Experiment Outcome
Final classification of the experiment.
Possible outcomes include:
• Winning Variation
• Neutral Result
• Losing Variation
• Inconclusive
Lessons Learned
Brief summary of key insights discovered during the experiment.
Relationship to Experimentation Brain
Experimentation Brain governs statistical discipline and experiment integrity.
Ads Brain executes advertising experiments.
The Experiment Registry records the outcomes of those experiments.
Relationship to Creative Intelligence Library
The Creative Intelligence Library stores creative-level learnings.
The Experiment Registry records the structured experiment itself.
Both systems work together to preserve testing intelligence.
Relationship to Campaign Review Protocol
Campaign Review Protocol determines whether campaigns should continue, iterate, pause, or scale.
The Experiment Registry records the individual tests performed during campaign optimisation.
Future Expansion
The Experiment Registry may eventually support:
• automated experiment logging
• cross-platform experiment comparison
• performance trend analysis
• automated experiment recommendation systems
Final Rule
All advertising experiments must be recorded.
If experiments are not documented, valuable intelligence is lost and the system repeats avoidable mistakes.
Ads Brain must maintain a complete historical record of testing activity.
Drift Protection
The system must prevent:
• experiments being run without registry entries
• test variables being forgotten after campaign completion
• outcomes being remembered informally rather than structurally logged
• creative, audience, platform, and offer tests being mixed without classification
• repeated mistakes caused by missing experiment history
Experiment memory must remain complete, structured, and reusable.
Architectural Intent
Ads Brain – Experiment Registry exists to make paid-traffic experimentation cumulative rather than disposable.
Its role is to preserve every meaningful advertising test as a governed record so Ads Brain can build long-term intelligence about what was tested, what changed, what happened, and what was learned.
Change Log
Version: v1.2
Date: 2026-03-17
Author: MWMS HeadOffice
Change: Standardised page metadata and naming to align with the locked MWMS standards pack. Normalised Document Type from non-taxonomy “Registry” to “Reference”, normalised Status from “Governance Registry” to “Active”, standardised title usage to “Ads Brain – Experiment Registry”, and preserved the original registry purpose, experiment categories, field definitions, system relationships, and complete-record requirement.
Version: v1.1
Date: 2026-03-14
Author: MWMS HeadOffice / Ads Brain
Change: Rebuilt page to align with MWMS document standards. Added standardised document header, introduced Purpose / Scope / Definition / Rules structure, normalised experiment-type and record-structure sections, and preserved the original registry purpose, field definitions, system relationships, and complete-record requirement.
Version: v1.0
Date: 2026-03-13
Author: Ads Brain / MWMS HeadOffice
Change: Initial creation of Ads Brain – Experiment Registry defining experiment scope, supported experiment types, required record fields, relationships to Experimentation Brain and Creative Intelligence Library, and future expansion direction.
CHANGE IMPACT
Pages Created: None
Pages Updated: Ads Brain – Experiment Registry
Pages Deprecated: None
Registries Requiring Update:
• MWMS Architecture Registry
• MWMS Brain Registry
• MWMS Brain Interaction Map
• MWMS Canon Hierarchy Map
Canon Version Update Required: No
Change Log Entry Required: Yes
END – ADS BRAIN – EXPERIMENT REGISTRY v1.2