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Experimentation

A/B tests

An A/B test compares user responses to different versions of content in a message, app, or website. Some A/B tests can include a control group, a portion of the audience excluded from viewing the test content.

Feature Flags

A Feature Flag is an experimentation tool for controlling the availability of content or functionality in your app or website. A flag's Configurations determine the audience, schedule, and property values to apply when the flag is enabled. Flag properties enable making immediate code updates, bypassing the need for traditional code changes and release processes.

Holdout Experiments

A Holdout Experiment measures the effects of excluding a group of audience members from all messages or messages with specific Campaign Categories. You can compare the performance of the two audience groups in reports for selected goal events.

Sequence Control Groups

Control groups are tools for measuring campaign efficacy and managing controlled rollouts for Sequences.