A/B Testing: Goals & Attribution

How Zolvio decides which variant “gets credit” for a conversion.

Core Concepts

  • Exposure: the visitor was assigned a variant for a test
  • Conversion: the visitor completes a goal (click, add to cart, checkout, purchase)
  • Attribution window: how long after exposure a conversion can be credited

Attribution Windows

Typical windows:

  • Click: short window (minutes to hours)
  • Add to cart: short-to-medium window
  • Checkout: up to a couple of days
  • Purchase: up to a couple of weeks

Why windows matter

If you sell products with longer consideration cycles, prefer purchase goals and run tests longer. For smaller stores, add-to-cart and click goals can be useful leading indicators.

What “Confidence” Means

Confidence is a statistical estimate that the observed lift is not due to randomness. Avoid stopping tests early — it increases false positives.

Next

To target experiments (device type, UTM params, etc.), see Targeting.