Audience Management
Manage audience lifecycles with A/B testing, variant assignment, exposure tracking, and real-time experiment monitoring.
A/B Test Management
Create experiments with variant assignments, control groups, and statistical significance tracking.
Exposure Tracking
Track when users are actually exposed to experiments with SDK-defined or UI event filter modes.
Audience Lifecycle
Manage audience membership from creation through activation with full audit trails and version history.
Confidence Intervals
Real-time confidence interval charts, metric comparisons, and CUPED-adjusted results for experiments.
CUPED Variance Reduction
Automatic pre-experiment data detection and CUPED-adjusted results for tighter confidence intervals and faster decisions.
Assignment vs Exposure Basis
Toggle between assignment-based and exposure-based analysis to compare intent-to-treat with per-protocol views of your experiments.
How A/B Testing Works
From experiment setup to data-driven decisions in three steps.
Configure
Define experiments with variants, traffic allocation, exposure filters, and target metrics. Assignments run automatically on creation.
Measure
Automatic metric collection with real-time confidence interval charts, CUPED adjustments, and assignment or exposure-based analysis.
Decide
Statistical significance indicators, relative lift estimates, and audience activation to push winning variants to production.