Every campaign in Growth Method starts as an idea, created with an interactive hypothesis builder. The builder walks you through best practices from growth, CRO, and experimentation, so every idea is structured the same way, aligns with your growth goal, and can be scored and prioritised automatically.
Why hypotheses matter
Effective campaigns start with a clear, testable hypothesis. A well-defined hypothesis turns assumptions into structured insight: it makes explicit why an idea might work and what measurable impact you expect. That clarity keeps every campaign tied to a business outcome rather than isolated activity, and it builds a repeatable system for learning over time.
The hypothesis format
The builder uses an adapted version of Craig Sullivan’s Hypothesis Kit (v4), refined over years by practitioners in experimentation and conversion rate optimisation:
Based on (data or research) we believe that (change) for (population) will cause (impact). We will know this when we see (metric) or (feedback). This will be good for customers, partners, and our business (because).
Using the builder
Select New campaign in the app to start. The assistant first asks whether you want to find an opportunity in your data or shape an idea you already have. If you already have an idea, it walks you through three questions that give it enough context to draft a high-quality hypothesis:
- What observation, insight, data, or research sparked this campaign idea? What have you noticed about your prospects, users, or customers?
- What specific change are you planning to make?
- What results are you hoping to see, and what metrics will you track, for both the intended effect and any side effects?
As you answer, the assistant can pull real figures from your connected integrations to ground that first question in actual numbers rather than a hunch. This puts the hypothesis kit’s opening, “Based on (data or research)”, into practice.
Duplicate protection
Before saving a new campaign, the assistant checks your idea against the team’s campaigns in Backlog, Planning, Live, and Analysing. It compares by meaning, not exact wording, so it still catches a rephrased version of an existing idea.
A duplicate means the same change to the same target page or asset. Campaigns that only share a category or channel are not duplicates: two SEO campaigns aimed at different pages can both run.
If it finds likely matches, it shows you those campaigns instead of saving. You can update one of them or continue with yours; the assistant saves only once you confirm your campaign is different. The check ignores completed campaigns, so you can always re-run a finished experiment as a new version.
Scheduled agent runs get the same check. An agent proceeds past it only when every flagged campaign targets a different page from its proposal, and it notes which page each match targets. If any match targets the same page, it moves on to a different opportunity.
Scoring
Because every idea is framed the same way, Growth Method can score and prioritise ideas automatically by potential impact, strength of assumptions, and alignment with your goal. See campaign idea scoring.