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Roda: I've approached this problem since the beginning with an outsider's mentality because I in fact am an outsider before Open Store. And so everything we've heard about how to run Facebook ads, we've tried to test. It's just really hard to beat a simple broad setup. There's not that much juice left in lookalike audiences or all the different levers. So what I actually think is that mostly when e-commerce probably shouldn't be trying lots of serious split testing because they don't know how to do it.
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