Myth: Equal weights are the "fair" way to start a test

Myth: Equal weights are the "fair" way to start a test

The instinct: give every new offer the same weight so it's a level field.

The correction: equal weight wastes paid traffic on offers you already know underperform, and starves the proven earner. Fairness is for the offers, not your margin.

SOP — weighted cold start:

— Step 1: Assign 60% to your current best (protect revenue).
— Step 2: Split 40% across new candidates equally — only among the new ones.
— Step 3: After each candidate hits 200 clicks, kill the bottom half.
— Step 4: Reallocate freed weight to survivors, not back to equal.

Checklist:
☐ Proven offer never drops below 50% during a test
☐ Candidates judged at fixed click thresholds, not by date
☐ Losers cut, weight reallocated

Repeat the cull every 200 clicks per candidate.