In todays world of algorithms optimising marketing, and constant updates on marketing channels, it is hard to say if an A/B test worked as quality of users is n

In todays world of algorithms optimising marketing, and constant updates on marketing channels, it is hard to say if an A/B test worked as quality of users is never consistent. I currently work in a game publishing company, here are 2 anecdotes from it 1. We run an A/B for game performance but we keep changing the bids for our games, and thus get varied quality of users, A/B tests don't really help in such a case 2. Once by mistake we ran the same creative on FB for 2 different ads.. both ended up having totally different metrics