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Choose the winner of an experiment

Once your experiment has collected sufficient data, you can choose the winner of your experiment. We recommend that you wait until one of the settings reaches at least 95% confidence before you choose the winner.

To choose the winner of your experiment:

  1. Sign in to your AdSense account.
  2. Visit the Opportunities tab.
  3. Select Experiments in the left navigation.
  4. In the table of experiments, click the name of your experiment.
  5. Review the final performance of the two settings.

    When you're choosing the winner of your experiment, we encourage you to consider the Overall Change as well as the revenue (RPM) and the relative Quality Score. The Overall Change equals the change in RPM plus the change in Quality Score of the variation. In general, a positive Overall Change will result in better long-term performance, even when either the RPM change or the Quality Score change is negative. In situations where the RPM and the Quality Score point to different winners, a positive Overall Change can help you to make a final decision.

  6. Depending on what the results of your experiment indicate, click either:
    • Choose original - your original settings are retained.
    • Choose variation - we apply the settings of the variation back to your account.

    If one of the settings has reached a 95% or greater confidence, you’ll see the button for that setting highlighted in blue.

    Once you’ve chosen the winner, your experiment moves from the “running” state to the “completed” state. Your experiment ends, and we stop splitting your traffic.

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