Measure split testing impact on the closest goal

Vasiliy Fomichev

In Posted November 06, 2023

Avoid setting goals that cannot be immediately achieved by being exposed to a variation of an experiment. Goals that are further out in the user journey can be influenced by other variables, thus, setting them in experiments may produce false positives. Set goals for experiments that can be achieved at the current or next steps in the jouney to retain the outcome accuracy.