Parent: Experimentation Brain
Destination: mwmsbrain.site
Page Type: Operational Flow Page
Source of Truth: MCR
Purpose
Test Lifecycle Model defines the full journey of a test from idea to final decision.
This page ensures tests are run in a structured sequence and not abandoned or misinterpreted.
Lifecycle Overview
Every test must follow this flow:
- Test Approved
- Test Prepared
- Test Launched
- Data Collected
- Results Reviewed
- Decision Made
- Learning Captured
Stage 1 — Test Approved
Use this stage when:
- Affiliate Brain approves opportunity
- Testing Readiness Criteria is complete
Stage 2 — Test Prepared
Confirm:
- hypothesis defined
- budget set
- tracking working
- campaign structure ready
- success and failure signals defined
Stage 3 — Test Launched
Confirm:
- campaign is live
- traffic is flowing
- spend is controlled
- early signal monitored
Stage 4 — Data Collected
Confirm:
- sufficient data collected
- tracking is accurate
- no major technical issues
Stage 5 — Results Reviewed
Use:
Campaign Review Protocol
Check:
- performance metrics
- traffic quality
- funnel behaviour
- tracking reliability
Stage 6 — Decision Made
Choose one:
- Continue
- Adjust
- Retest
- Stop
- Prepare For Scaling
Stage 7 — Learning Captured
Send results to:
Research Brain Test Learning And Signal Capture Framework
Rule
Do not skip lifecycle stages.
Incomplete lifecycle = unreliable decisions.
MCR remains the source of truth.