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Experimentation & Measurement Overview

Experimentation and measurement tools enable A/B testing, multivariate testing, holdouts, incrementality measurement, and offline evaluation to validate changes and measure their impact.

Key Capabilities

Experimentation features enable you to:

  • A/B & Multivariate Testing: Test search ranking, recommendations, facets, UI modules, and zero-results strategies
  • Holdouts & Incrementality: Create persistent control groups, geo-holdouts, and switchback tests
  • Offline Evaluation: Replay logs, counterfactual evaluation, and relevance judgments

When to Use

Use experimentation when you need to:

  • Validate changes before full deployment
  • Measure the impact of merchandising changes
  • Test different ranking strategies
  • Ensure changes don't negatively impact key metrics
  • Build confidence in new features