Experiments
Compare conversion rate and revenue per visitor for a feature flag.
Run an A/B test
An experiment links one feature flag to one conversion goal. Draft tests stay idle until you start them. While a test is running, a session is in the variant when a hash of its session id falls under the flag rollout percentage. Everyone else in the window is control.
Results still show conversion rate, uplift, and a two-proportion Z-test. Statistical significance is separate from revenue.
Revenue per visitor
When financial events are ingested, each arm also shows revenue per visitor (RPV). Analytica sums amount for identified users in that bucket during the experiment window. A refund event subtracts the absolute amount. That total is divided by every visitor in the bucket, including people who were never identified and therefore contribute no revenue.
The join is identified_user_id on the session to userId on the financial event. Send subscription events for the same ids you pass to identify(), or RPV stays at zero even if the conversion rate moves.