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Experiments

Understand experiment results

Read conversion rate, lift, confidence, trends, and decision estimates.

Understand experiment results: Seeded experiment detail showing confidence, conversion trends, and variant performance.
Seeded experiment detail showing confidence, conversion trends, and variant performance.

Results show visitors, conversions, conversion rate, lift, and confidence for each variant. A 95% threshold drives winner/loser decisions; lower-confidence changes are marked trending or no clear winner.

Use the goal selector to compare the primary and secondary outcomes. The primary goal alone determines the statistical winner. Decision-date and remaining-visitor estimates are projections based on current traffic and effect; they can move. Export per-goal CSV when you need a durable snapshot or independent analysis.

Manage a test

Start, pause, resume, stop, declare a winner, archive, or delete an experiment.

Experiment revenue impact

Measure revenue per visitor and the value created by a significant winner.