WHAT IS AN A/A TEST AND WHEN DO I HAVE TO RUN ONE?

Summary from the TLDR Marketing newsletter

A/A testing helps verify that A/B testing tools are functioning correctly by splitting traffic between identical pages to check for data accuracy and randomness. It builds confidence in test results by revealing baseline conversion rates and natural variance, critical for interpreting future experiments. While not designed to uncover new insights, A/A tests are valuable for validating tools, identifying setup errors, and estimating sample sizes.