Experiment Prioritization (ICE/PIE)
Prioritize growth experiments using Impact, Confidence, Ease. Enter values for instant results with step-by-step formulas.
Formula
ICE = Impact × Confidence × Ease
ICE score (GrowthHackers) multiplies the factors to penalize low scores heavily. PIE (WiderFunnel) typically averages them. Both frameworks aim to identify 'Quick Wins' (High Impact, High Ease) and de-prioritize 'Money Pits' (Low Impact, Low Ease).
Worked Examples
Example 1: Quick Win
Problem:I: 9, C: 8, E: 9
Solution:ICE = 9 * 8 * 9 = 648. Top priority.
Result:Score: 648
Example 2: Moonshot
Problem:I: 10, C: 3, E: 2
Solution:ICE = 10 * 3 * 2 = 60. High impact but too hard/risky.
Result:Score: 60
Example 3: Fill-in Task
Problem:I: 2, C: 10, E: 10
Solution:ICE = 2 * 10 * 10 = 200. Easy to do, but low value.
Result:Score: 200
Frequently Asked Questions
ICE vs RICE?
ICE is better for rapid growth experiments (Velocity). RICE adds 'Reach' and is better for product features (Roadmap).
What is PIE?
Potential (how much improvement can be made?), Importance (how valuable is the traffic?), Ease. Popular in CRO (Conversion Rate Optimization).
What is a good ICE score?
It's relative. Compare ideas against each other, not against a universal benchmark.
Who invented ICE?
Sean Ellis, who coined the term 'Growth Hacking', popularized ICE to prioritize growth tests.