Glossary | A | A/B Testing

What is A/B testing?

A/B testing is a way for developers to conduct a controlled experiment between two or more versions of something in their app to determine which is more effective. Your audience is segmented into two or more groups, the control group (current performance – no changes) and your test group. A variable is introduced to the test group and performance is measured and compared with the control group.

A/B tests are crucial as they measure the impact of changes you make within your app design or monetization stack before you roll them out to 100% of the users.