Will Critchlow
speaker
1,140 appearances
7 recordings
1 series
first heard Mar 2025
last heard 6 Feb
Will Critchlow’s voice in public audio — every appearance, attributed to the second.
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recordings per month · last 12 monthsRecordings per month over the last 12 months — 5 in all, peaking in Feb 2026 with 5.
Appearances
There's all kinds of things that
are going on in the background that mean that your actual week over week, month over month, year over year performance can fluctuate.
What we're trying to say is uh let's measure the performance versus the counterfactual, the performance versus what would have happened if we'd done nothing.
And I think the half the answer is down that ang angle of let's control for what we can control and let's measure and and by by control for I don't mean influence whether they happen.
I mean measure
Take into account in our measurement.
So we're we're trying to measure when we say a test is an eight eight percent uplift, we don't mean that traffic is eight percent higher this week than last week.
Traffic could be up or down depending on what seasonality has happened or you know your competitors have done or whatever else might have gone on.
The point is this change means that we're eight percent better off this week than we would have been if we hadn't made that change.
And that is a concept that I think is quite well understood by general managers.
You know, they they're always trying to operate in this realm of the controllable things.
And they know that, you know, you speak to a a trading manager or a uh someone with PL responsibilities, and they know there's all kinds of stuff outside their control.
They know that inflation can happen, or that uh Putin can invade Ukraine, or that uh, you know, th it can rain.
There's always things outside your control.
All you can possibly do is operate well within the effective
Bounds of control.
And so that I'm actually not too worried about.
And I think we do get too hung up on it as SEOs who want to explain everything and who see we're so susceptible to that ebb and flow of Google's whims that we and we live and die by it.
But I think actually a sophisticated organization is perfectly capable of understanding that there are things that Google might do that we can't predict, uh don't know in a
defense and are utterly outside our control.
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