Metrics

Absolute Difference

The percentage-point change between variants and why it should accompany relative uplift.

Annual Recurring Revenue (ARR)

The recurring subscription-revenue measure and its place in monetization decisions.

Average Order Value (AOV)

Revenue per order, its formula, and ecommerce trade-offs beyond conversion.

Average Revenue per User (ARPU)

Revenue normalized by users, denominator choices, and skewed-distribution pitfalls.

Baseline Conversion Rate

The current conversion estimate used to plan sample size, MDE, and test duration.

Bounce Rate

What a bounce measures, why tool definitions differ, and how to use it carefully.

Churn Rate

Definition, calculation context, and use in experiment decisions.

Click Rate

Definition, calculation context, and use in experiment decisions.

Click-Through Rate (CTR)

Definition, calculation context, and use in experiment decisions.

Completion Rate

Definition, calculation context, and use in experiment decisions.

Conversion

Definition, calculation context, and use in experiment decisions.

Conversion Funnel

Definition, calculation context, and use in experiment decisions.

Conversion Rate

User, session, funnel-step, and qualified conversion formulas.

Customer Acquisition Cost (CAC)

Definition, calculation context, and use in experiment decisions.

Customer Retention

Definition, calculation context, and use in experiment decisions.

Delta

Definition, calculation context, and use in experiment decisions.

Drop-off Rate

Definition, calculation context, and use in experiment decisions.

Effect Size

Definition, calculation context, and use in experiment decisions.

Engagement Rate

Definition, calculation context, and use in experiment decisions.

Feature Adoption

Definition, calculation context, and use in experiment decisions.

Funnel

Definition, calculation context, and use in experiment decisions.

Guardrail Metric

Protecting performance, quality, trust, and long-term outcomes.

LTV / CLV

Lifetime value, acquisition economics, and experiment trade-offs.

Retention Rate

Cohorts, time windows, churn, and long-term experiment outcomes.

Revenue per Visitor

Why conversion rate alone can mislead ecommerce decisions.

Uplift

Absolute difference, relative uplift, percentage points, and business impact.

Fundamentals

Fundamentals

The conceptual foundation: what experiments are, how variants are compared, and how a testing program creates evidence.

CRO & funnels

CRO & funnels

Research-led optimization of the complete path from discovery to meaningful action.

Statistics

Statistics

Statistical terms will be published with notation, formulas, worked examples, assumptions, and interpretation warnings.

Design

Design

Plan tests that can answer a useful question without creating avoidable validity risks.

Data quality

Data quality

Checks that determine whether an experiment result can be trusted before it informs a decision.

Implementation

Implementation

The delivery and measurement foundations behind reliable product and web experiments.

Product analytics

Product analytics

Concepts for understanding user behavior, product value, and the outcomes experiments are meant to improve.

Privacy

Privacy

Responsible measurement concepts for experimentation, marketing, and product analytics.