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UpGrow growth experiment management | An independent review

Article originally published in February 2023 by Stuart Brameld. Most recent update in August 2023.

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Project management for growth and agile marketing professionals. Map your acquisition funnel, integrate analytics and run agile experiments.

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Recent experiments results include competitor SEO, AI-driven content, exit-intent modals and AB testing homepage headlines.

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"We are on-track to deliver a 43% increase in inbound leads this year. There is no doubt the adoption of Growth Method is the primary driver behind these results." 


We are vetted mentors with Growth Mentor and a partner with the Agile Marketing Alliance.

Similar to our GrowthHackers Projects and Truenorth.io review this article is an in-depth review and analysis of the UpGrow experiment management tool.

We’ll start by highlighting some of the pros and cons but go into far more detail throughout the article.

Information is correct as of August 2023. Note UpGrow.co (the experiment management tool), UpGrow.io (the digital marketing agency) and UpGrow.com (the Instagram tool) are completely separate and unrelated companies. Growth Method has made every attempt to ensure the accuracy and reliability of the information provided below.


  • Nice signup and user onboarding workflow
  • Auto-save works nicely throughout making for a good user experience
  • Nicely designed
  • Ability to customise scoring
  • Advanced filters and tags


  • Experiment panel can feel cluttered
  • Complex pricing
  • Built on the Bubble no-code platform
  • No integrations
  • Still some early bugs and issues to fix
  • Lacking enforced best practises

What is UpGrow?

According to the UpGrow homepage:

“Upgrow is the Experiment Management Tool for Growth Teams to keep track of your experiments, learnings and related tasks. Streamline your team’s process & double your output.”


The product is positioned towards smaller growth teams:

“Upgrow is developed based on the past decade of consulting high-growth companies and optimizing their processes. I made this tool as there was no easy-to-use, affordable tool like this for (smaller) growth teams to really take their growth process serious.”

Ward van Gasteren

Who is behind UpGrow?

UpGrow is a new product built by Ward van Gasteren. Ward is a growth hacking coach based out of Breda in the Netherlands. He writes regularly on this blog in addition to providing coaching and consulting services.

Image of the Grow with Ward blog
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UpGrow features

Let’s take a look at some of the early core features and functionality.

Getting started

A self-serve onboarding process walks you through the process of signing up, creating your company and account, getting started with the product and creating your first experiment.

The checklist walks you through the following 7 steps:

  1. Set up company
  2. Create your account
  3. Watch tour
  4. Create first experiment
  5. Customise process
  6. Invite your team
  7. Choose a plan
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Once you have created your company and account you are taken to the main overview screen which is where you see Experiments. There is no concept of Ideas and Experiments in UpGrow, everything is an Experiment but with a customisable stage.

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By default the stages are as follows, though these are customisable from the settings area:

  • Idea
  • Prepare
  • Live
  • Complete

Creating a new experiment

Similar to project management tools such as Asana, as well as experiment management solutions like GrowthHackers Projects and Truenorth, UpGrow uses a right-hand panel for managing experiment details.

Here you can add and edit all of your experiment details such as Owner, Start Date, End Date, Description, Hypothesis, Tasks, Tags, Scores and more.

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Experiment scoring

Experiment scoring in UpGrow uses the ICE framework and operates in a very similar fashion to other experiment management tools.

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Whilst the score names can be editing in the settings area, there is currently no ability to change weightings or to add more criteria should you want to use the PXL framework, for example. However, a note in the app does explain the reasoning for this:

Be aware: Adding more than 3 criteria makes scoring more time-consuming & more complex, so it might slow you down and increase your overhead.

Experiment filtering and tags

UpGrow has extensive tagging and filtering capabilities. UpGrow comes with the ability to tag experiments, and a number of tag categories come pre-defined (Customer journey, Experiment type, Website area, Goal metric, Tactic, Project and Other).

Experiments can then be filtered by Status, Score, Planning, Tags and Owner. So, to find all Ideas that are not yet experiments, you would filter by Experiments where status is Idea.

Results and learnings

Results and learnings enables the capturing of new insights with some predetermined types including:

Insight TypesExample
SuggestionSuggestion from a colleague or stakeholder
Data insightData insight from a tool such as GA4 or MixPanel
ObservationAn observation from a third-party tool such as HotJar
ExperimentAn experiment completed in UpGrow
CustomerCustomer insight following a customer or user interview
AssumptionAn assumption (or idea) from a member of your team

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VWO take a similar approach though learnings and observations and linked to tests and experiments, which would be a better implementation here. In our experience, requiring manual input of learnings on a continual basis in order to build a knowledge database is a difficult, though an enviable goal.


Settings and users areas include standard administration functionality including:

  • Adding company information
  • Added statuses
  • Scoring
  • Tags
  • Users & roles
  • Plans and billing
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UpGrow pricing

UpGrow pricing ranges from €29 per month on the Essential plan for up to 5 users, to €299/mo on the Agency plan for 20 agency users and 5 clients.


There are over 17 (!!) different features listed in the pricing plan details, for more information see https://upgrow.co/pricing/.

Final thoughts

We tested an early version of the UpGrow experiment management tool. Clearly a number of bugs and quirks still need to ironed out, and functionality added (such as roles, sharing, integrations and more) but it’s early days for the product.

The platform is the first experiment management tool to be built on the Bubble no-code platform, which brings with it both advantages and disadvantages, so it will be interested to see how the software develops over time.

UpGrow resources

  1. Grow with Ward blog
  2. UpGrow website
  3. Ward’s talk at Experiment Summit
  4. Grow with Ward free resources

Upgrow.co alternatives

Looking for a growth marketing or agile marketing platform? Here are some alternatives to the UpGrow growth experiment management tool.

Effective ExperimentsDocument, Manage & Scale Your Experimentation Programhttps://www.effectiveexperiments.com/
Growth MethodGrowth Method is a growth marketing platform designed for experiment-led and data-driven marketers.https://growthmethod.com/
Growth.SoftwareGrowth Software is an adaptable work management platform that collects data and measures the results of any initiative, creating a learning center for all your activities.https://growth.software/
GrowthHackers ProjectsA private community for top growth leaders – where marketing, product, and growth experts come to learn, connect, and tackle challenges together.https://growthhackers.com/
TrueNorthTrueNorth is the only growth marketing platform to plan and track marketing in one place, with everything and everyone focused on the goal.

Marketing works best when everyone can see what they’re working towards. Project your growth to align your team and marketing with the end goal.
UpGrowThe right way to keep track of your Growth Experimentshttps://upgrow.co/

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