Google video experiment results: 70% directional, 95% conclusive

In Google Ads video experiments, results are called directional at 70% confidence and conclusive at a 95% confidence interval. Use a directional result to pick what to render next, and a conclusive one to retire the losing ad.

This is from Create a video experiment, read 2026-10-03.

What each label should trigger

The first two columns are Google's wording. The last is a planning suggestion for AI-generated variants.

Set up before the test starts

Google says the campaigns must exist before you create the experiment, conversion tracking is required for cost per conversion or conversion rate, and Brand Lift requires a separate study first. Render and upload your variants before you click create so nothing changes after launch.

On Sume, submit every variant with mode: "async" and its own Idempotency-Key. Reusing a key only for an exact retry returns the original job instead of billing a second render, per Jobs and results.

A rule for the next round

Make the winner the new control and change one thing again: the hook line, the scene, or the call to action. With an avatar video that means a new video_inputs scene or script, rendered as a fresh job. Do not edit a finished video and call it the same ad.