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In digital marketing and business strategy, pacing refers to the controlled allocation and timing of budget spend or campaign delivery over a set period to optimize performance and avoid overspending too quickly. A/B testing, which involves comparing two or more variants to identify the most effective option, relies heavily on pacing to ensure that each variant receives sufficient and balanced exposure over time to generate statistically valid results. Without proper pacing, one variant might exhaust the budget prematurely or receive disproportionate impressions, leading to biased or inconclusive test outcomes. Conversely, pacing strategies can be informed and refined based on insights gained from A/B testing—by identifying which variants perform better at different times or audience segments, marketers can adjust pacing dynamically to maximize ROI. Therefore, pacing acts as a critical operational mechanism that enables A/B testing to be executed effectively in live campaigns, while A/B testing provides data-driven feedback to optimize pacing decisions.
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a/b-testing
A method of comparing two versions of a webpage or app against each other to determine which one performs better in terms of user engagement or conversion rates.
pacing
The act or process of walking back and forth in a small area, often due to anxiety or deep thought; also, the speed or rate at which something happens, especially in storytelling or performance.