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]. We’ll know we’re right if [primary metric] [reaches N or changes by N%] in the [campaign duration] days after launch.
The hypothesis field holds that statement, three sentences and no more, word for word as you agreed it, then a paragraph headed “Supporting evidence” with the numbers the assistant found and the pages it looked at, in full. The observation carries one number, the target is a number, and its window is the campaign duration set in your workspace settings, which is also what the results review measures over. 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 your team’s other campaigns. It looks at every campaign in Planning or Live, plus the closest matches by meaning from Backlog, Analysing and anything archived in the last 90 days. Each one is then judged on whether your campaign would repeat it or get in its way. Because the check works on meaning, it catches a clash whether the two campaigns mention the page by a different address, in another language, or not at all.
A campaign clashes when it:
- makes the same change to the same page, email, ad campaign, audience or other asset as an existing campaign, or
- changes an asset that a campaign in Planning or Live is already changing or measuring, because a second change would spoil that test.
Campaigns that only share a channel, topic or tactic don’t clash: two SEO campaigns aimed at different pages can both run.
What happens next depends on what the check finds:
- No clashes: your campaign saves as normal.
- A clash: the save stops. The assistant shows the campaigns it clashes with and suggests updating one of them instead, or extending it if it has finished its time in market. If you’re sure yours is different, tell the assistant and say why. It then saves your campaign and keeps your reason in the chat.
- The check can’t run (rare, for example when a service is briefly unavailable): nothing is saved. The assistant lists the closest existing campaigns so you can check them yourself, and saves once you confirm none of them clash.
A completed campaign never counts as a clash, but if yours repeats one, the assistant asks first whether it should be a new version of that campaign.
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. Scheduled agent runs never save past a clash, and if the check can’t run they save nothing and try again on their next run.
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.