Articles on user metrics

When Session-Based Metrics Lie

Per Session Metrics In AB Testing

In online A/B testing it is not uncommon to see session-based metrics being used as the primary performance indicator. Session-based conversion rates and session-based averages (like average revenue per session, in likeness to ARPU) are often reported by default in software by prominent vendors, including Google Optimize and Google Analytics. This widespread availability makes session-based […] Read more…

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The Perils of Using Google Analytics User Counts in A/B Testing

Google Analytics User Data in AB Testing

(Updated Sep 2022 to include updated information about Google Analytics 4) Many analysts, marketers, product managers, UX and CRO professionals nowadays rely on user counts provided by Google Analytics, Adobe Analytics, or similar tools, in order to perform various statistical analyses. Such analyses may involve the statistical hypothesis tests and estimations part of A/B testing, […] Read more…

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