What is the recommended approach when you "Inspect what you expect"?

• A. Measure outcomes against expectations
• B. Ignore data
• C. Rely on gut feeling
• D. Set targets and never revisit

Answer: (A)

Inspecting what you expect means comparing actual results to the targets or forecasts you set. That comparison creates a clear benchmark so you can see where performance matches or diverges, quantify the gap, and understand why it happened. With this feedback loop, you can decide what to adjust—whether it’s messaging, audience, timing, budget, or the product offer—and then re-measure to see if the changes improved results. It’s a data-driven discipline that turns plans into actionable insights rather than relying on assumptions. For example, if you forecast a certain cost per acquisition and the real CPA comes in higher, you investigate the behind-the-scenes factors (creative effectiveness, targeting, bidding, attribution) and tweak the campaign accordingly. This approach avoids ignoring data or relying solely on gut feeling, and it also emphasizes revisiting targets as you learn and as conditions change, rather than keeping them fixed forever.