How do I run an experiment and read its results?

Create an experiment with one utm_content value per variant, send live traffic through those links, then open the experiment to compare each variant's lift against the control.

Before you start

• A workspace with the Attribution module active.
• The pixel installed on your site, so clicks and conversions are being tracked.
• Two or more versions of an ad or page you want to compare — each will get its own utm_content value.

Steps

1. Open Experiments

   Use Sidebar → Attribution → Experiments.

2. Click New experiment

   The New experiment dialog opens. Each variant maps to a utm_content value on your links.

3. Name it and state your hypothesis

   Fill in Name (e.g. "Hero copy A/B") and, optionally, Hypothesis (optional) — a sentence like "Variant A will lift signup conversion by 10%."

4. Define the variants

   Every variant has a key and a utm_content value. The first variant is the control — everything else is measured against it. You need at least two; use + Add another variant for more.

5. Click Create as draft

   The experiment is saved with status Draft. There is currently no control to change the status — results accrue automatically from traffic matching each variant's utm_content as soon as the links are live in your ads, regardless of status.

What happens next

• The experiment appears in the All experiments table with its status (Draft, Running, or Concluded), variant count, and start date.
• Click its name to open Variant performance. Each variant card shows Clicks, Conversions, Revenue, and its conversion rate (conversions ÷ clicks for that variant's utm_content).
• The first variant carries the Control badge; every other variant shows its lift vs control as a signed percentage — green means it's winning, red means it's losing.
• Before traffic arrives you'll see No samples yet. Don't conclude on a handful of clicks — wait until the numbers are large enough that the lift stops swinging day to day. A concluded experiment keeps its results and shows the Concluded status.

Gotchas