As marketers, it can be tricky to know if a campaign will land (or not) prior to launch. Often we rely on click-through rates and conversions after going live, but that's after time and money are hopefully well spent. Sure, there are some proactive ways of testing, like AB testing, that can help you pivot during a campaign, but even the most telling AB tests are still only metrics at best. In other words, if one design outperforms the other by 10%, would you really know why?