A/B Test Report

How to Access

There are three ways to access the A/B test report:

Composer experience card

The first method to reach the A/B test report is to select the option from the Reports dropdown on the card for an experience that contains an A/B test.

You will be brought to the A/B test overview, which presents you with all active A/B tests running on that experience.

From this view, simply click on the A/B test that you would like more information on to view the full report.

Composer canvas

Similarly, you can navigate to the report from the Composer canvas by clicking on the Reports icon in the dropdown at the top left and selecting A/B tests.

Then, select the test you would like to view the report for.

A/B test card

You can also access the report for an A/B test from within the A/B test card itself. To do this, locate and click on the pencil icon on the A/B test card within your Composer canvas for that Experience. You will see the following modal view:

Click on Go to report to view more details.

Note, that if you are showing an offer using a Run JS card, in our database which is used for Report composing, any conversions/clicks resulting from such an offer aren't bound to a specific Experience ID, so they won't be shown in the A/B test report.

It is recommended to add the trackingId to the object passed to the tp.offer.show function, for example:

tp.push(['init', function() {
  tp.offer.show({
    offerId: 'OF12345',
    templateId: 'OT67890',
    trackingId: context.trackingId
  });
}]);

This way, the conversions/clicks will be bound to the Run JS card of a specific Experience, so they should appear in the report.

A/B Test Overview

The A/B test overview presents a summary of each A/B test, both active and completed. You can toggle back and forth between the Active and Deactivated tabs to view reports of ended A/B tests.

The A/B test overview displays the following information:

• Name of the A/B test and the selected KPI

• Number of variants and the names you gave them

• Start date

• End date

• Unique users

• Test status:

  • Test not started yet: The A/B test has been created but has not yet been executed

  • Running: The A/B test is ongoing

  • Ready to conclude test: The A/B test is ready to conclude

  • Not ready to conclude test: The A/B test needs more data to conclude

  • Deactivated: The A/B Test has been archived

  • Running overtime: The A/B test is running longer than its defined duration (for example if you'd like to gather more data due to seasonal fluctuations)

  • Backend error: There is an issue with the Experience setup

• Probability to be best, based on data collected so far, along with the winning variant name for the chosen KPI.

Main Chart

Once you click on the report itself, you will see a large chart that plots the currently selected KPI over the course of the elapsed time of the A/B test for each branch.

In addition to the chart data, you are shown metrics that reflect holistic data about the A/B test.

This view will include a Conclude now button, which concludes the A/B test if enough time has elapsed and KPI data collected.

Data subsets and filtering

By default, you will be shown data about the measured KPI selected in the A/B test. You can change the KPI plotted by clicking on the dropdown below the A/B test title.

The definitions for each of these KPIs is presented in the table below:

Tabular Data

The table below the chart contains the following, with a designated row for each A/B test variant:

Exporting Data

At any point, while viewing an A/B test report, you can export the table as a CSV. To begin the export, click the icon in the upper-righthand corner of your screen.

The CSV mimics the contents of the table along with added context related to the experience and A/B test variants.

Last updated: June 24, 2026