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).
The assistant writes every hypothesis in the same shortened form, in chat, in the saved campaign, and through the MCP server:
Based on [observation], we believe [change] will result in [outcome]. We’ll measure success through [primary metric] and monitor [secondary metrics].
The hypothesis field holds that statement, word for word as you agreed it, plus the supporting evidence behind it: the numbers the assistant found and the pages it looked at. Channel and effort are not part of it. The channel is categorised and the effort scored automatically once the campaign is saved, so they live in their own fields.
Why this format, and not a task
This is the main difference between Growth Method and a generic task or project management tool. A task records what you plan to do. A hypothesis records why you believe it will work, who it affects, and how you will know, before any work starts. Leading with the evidence means you name the observation before you are allowed to propose the change, so the idea has to earn its place rather than be rationalised after the fact. Carrying the metric means the campaign can be judged as validated or invalidated when its time in market ends, and the AI can score its ease and relevance from the statement alone. “We believe” keeps it honest: a belief to be tested, not a prediction you are already sure of. Read more in Growth hypothesis best practices and The Hypothesis Kit.
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.
Where an idea came from
When the assistant pulls data from your connected integrations while shaping an idea, the campaign remembers which ones. The campaign page shows them in a Source line in the sidebar, alongside the author.
- Campaigns shaped from your data list every integration the assistant drew on, for example Google Search Console and Google Analytics.
- Campaigns you type in yourself, or shape in chat without touching your data, show no Source line.
- Campaigns created by a scheduled agent run list the integrations the agent searched to find the opportunity.
The record is fixed when the campaign is created: renaming or removing an integration later leaves past campaigns’ Source lines as they were.
Source is searchable. Type an integration’s name into the search box (⌘K), or ask the AI assistant to list campaigns from it, to find every campaign that integration informed. Campaigns whose name, hypothesis, or Source contains your exact words appear first; the assistant fills any remaining slots with campaigns that are similar in meaning.
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, and it reads the target page from each campaign’s hypothesis (the first web address it contains).
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.
What happens next depends on what the check finds:
- Similar campaigns on a different page are ignored and your campaign saves as normal.
- A similar campaign on the same page stops the save. That is a duplicate by definition, so you cannot override it: update the existing campaign instead, or extend it if it has finished its time in market.
- Similar campaigns where the page is unclear (yours or theirs names no page) come back for you to judge. The assistant shows them; you can update one of them or continue with yours. It saves only once you confirm your campaign is different and say why, and it keeps your reason in the conversation.
The check ignores completed campaigns, so you can always re-run a finished experiment as a new version.
The same check runs in chat, in scheduled agent runs, and when a connected MCP client such as Claude Desktop or Cursor creates a campaign. A scheduled agent run proceeds past flagged campaigns only when every one targets a different page from its proposal, noting which page each match targets. If any match targets the same page, the agent moves on to a different opportunity.
Tip: include the full web address of the page a campaign targets in its hypothesis, for example https://example.com/pricing/. That is how the check tells one page from another; without it, similar campaigns come back for you to judge.
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.