A flat 0% average lift can hide +8% mobile and −7% desktop — and shipping the average loses money on one.
The failure: reading only the aggregate. The mean is a weighted blend that can cancel real, opposite effects.
— Especially common across device, new/returning, and traffic-source segments.
— Fix: pre-register 2-3 segments, check for interaction (does effect differ by segment?), and consider device-targeted rollout.
Read the number, not the story. [+8% / −7% → 0% blend]
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A flat 0% average lift can hide +8% mobile and −7% desktop — and shipping the average loses money on one.
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