Primary
The metric the ship decision hangs on. Move it, and the verdict follows.
Results & Analysis
Results come straight from the analytics you already collect — turned into a per-variation breakdown, a statistical read on the difference, and a plain recommendation: ship, keep running, or don't.
The scoreboard
Each variation gets its own line — impressions, conversions, conversion rate, the lift over control, and the confidence behind it. The control is picked consistently, so the comparison is always anchored the same way.
Goals
A goal is either a rate — each converting person counted once — or a count, averaged per person. What a goal does with its result depends on the role you give it.
The metric the ship decision hangs on. Move it, and the verdict follows.
Measured for context and reported alongside — but it doesn't drive the call.
A metric that must not regress. If it slips, it can veto an otherwise-positive result.
The statistics
The numbers are computed properly, not eyeballed. Analysis runs frequentist by default or Bayesian when you want posteriors — and it reads from the same analytics warehouse the rest of the platform queries, so there's no separate metrics pipeline to keep honest.
Keep exploring
Flags, A/B tests, rollouts, and results — one system.
Typed flags with targeting rules and deterministic bucketing.
Measure one variation against another, with sticky assignment.
Ramp the winner automatically, with guardrails that halt on regression.