Under the Hood of Revenue-Based A/B Tests

Revenue-based Testing Methodology Revenue Per User Revenue Per Visit Single Data Point Multiple Data Points Session 1 $0 New Data Point $0 $0 Visit Value Session 2 Update Continuously $0 New Data Point $100 $51 $51 Total Revenue Visit Value $0 Session 3 New Data Point $49 ------> $49 Visit Value Measuring revenue per user means updating a single data point that represents the cumulative revenue generated by a single user. In contrast, the proposed unit of revenue-per-visit creates a significantly richer and more uniform data set. The difference is especially dramatic when running dynamic experiments with revenue-based goals and allocating traffic in real time. DYNAMIC YIELD