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A/B Test Analysis dashboard

The A/B Test Analysis report is available for web and interactive experiments to provide an exploration of test metrics. These metrics include average session duration, average views, average searches, and more. This report allows you to explore up to six variants and identify the next A/B test you want to run, even if the results of the experiment are inconclusive.

We recommend using the Performance dashboard to identify a winning variant for a web or interactive experiment, and then use the A/B Test Analysis report to explore metrics that are not available as primary and secondary goals and therefore do not display on the Performance dashboard.

You can use the A/B Test Analysis report as a starting point for further investigation. For example, you might find a significant difference in the conversion session duration of two variants. You can then re-run the experiment, adding conversion session duration as a secondary goal, to gain a deeper understanding of the time it takes for a buyer to convert.

The information in the A/B Test Analysis report is available after the experiment has been live for more than 24 hours. The report shows data for the entire experiment duration.

The data in the A/B Test Analysis report is refreshed every 24 hours. To download the report as a ZIP archive containing CSV files, click the Download Download icon icon.

The following metrics are available:

  • Experiment Metadata - this table shows the following metrics for each experiment variant:

    Metrics such as experiment metadata and session count in the A/B Test Analysis report

    • Variant - the name of the experiment variant.

    • Group Type - the type of this variant, whether a control or a variant.

    • Start Date - the date this variant was first used in the experiment.

    • Last Date - the date this variant was last used in this experiment.

    • Population Count - the total number of sessions that were exposed to this variant for the experiment duration. Use the following chart to analyze population count in depth.

  • Session Count - this chart shows the daily session count for the control and variants over the entire experiment duration, from the start date to the day it was last run. Hover your mouse over a data point to see the session count for either the control or a specific variant.

  • Average Session Duration - this table shows the average time spent per session, in minutes, for each experiment variant. The difference column shows the absolute time difference between the control and each variant, while the uplift column represents the percentage improvement.

  • Average Session Duration - Trend - this chart shows the daily average session duration in minutes, for the control and variants. It shows the trend over the entire experiment duration, from the start date to the day it was last run. Hover your mouse over a data point to see the average session duration for either the control or a specific variant.

    Metrics such as average views, searches, and session frequency in the A/B Test Analysis report

  • Average Views - this table shows the average number of views across all sessions for each experiment variant. The data is based on page view events. The difference column shows the absolute difference in views between the control and each variant, while the uplift column represents the percentage improvement.

  • Average Views - Trend - this chart shows the daily average number of views across all sessions, for the control and variants. It shows the trend over the entire experiment duration, from the start date to the day it was last run. Hover your mouse over a data point to see the average views for either the control or a specific variant.

  • Average Searches - this table shows the average number of searches across all sessions for each experiment variant. The data is based on search events and includes sessions where the experiment is triggered. The difference column shows the absolute difference in searches between the control and each variant, while the uplift column represents the percentage improvement.

  • Average Searches - Trend - this chart shows the daily average number of searches across all sessions, for the control and variants. It shows the trend over the entire experiment duration, from the start date to the day it was last run. The data is based on search events and includes sessions where the experiment is triggered. Hover your mouse over a data point to see the average searches for either the control or a specific variant.

  • Average Session Frequency - this table shows the average number of sessions for each experiment variant, over the entire experiment duration. The difference column shows the absolute difference in number of sessions between the control and each variant, while the uplift column represents the percentage improvement.

  • Average Session Frequency - Trend - this this chart shows the daily average session number of sessions per guest for the control and variants. It shows the trend over the entire experiment duration, from the start date to the day it was last run. Hover your mouse over a data point to see the average session frequency for either the control or a specific variant.

    Metrics such as converted session duration and average session value in the A/B Test Analysis report

  • Converted Session Duration - this table shows the average time spent per converted session, in minutes, for each experiment variant. The difference column shows the absolute time difference between the control and each variant, while the uplift column represents the percentage improvement.

  • Converted Session Duration - Trend - this chart shows the daily average converted session duration in minutes, for the control and variants. It shows the trend over the entire experiment duration, from the start date to the day it was last run. Hover your mouse over a data point to see the average converted session duration for either the control or a specific variant.

  • Average Session Value - this table shows the average value generated across all sessions for each experiment variant. The difference column shows the absolute difference in value between the control and each variant, while the uplift column represents the percentage improvement.

  • Average Session Value - Trend - this chart shows the daily average value generated across all sessions, for the control and variants. It shows the trend over the entire experiment duration, from the start date to the day it was last run. Hover your mouse over a data point to see the average value for either the control or a specific variant.

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