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The instructions in this help article may be affected by recent changes in the Analytics user interface. See this blog post for details. Help center updates are coming soon.

Metric Calculations

This article covers how we calculate some of the metrics you see in Content Experiments.

Compared to original page

How a conversion rate for a variation page compares to the conversion rate for the original page.

Experiments uses the following formula to calculate the comparison:

((conversion rate for variation / conversion rate for original) - 1) * 100

For example:

For a variation page that performs better than the original:

  • conversion rate for variation = 35%
  • conversion rate for ogiginal = 25%
  • (35/25 = 1.4) - 1 = .4; .4 * 100 = 40
  • The value for Compared to original = +40%.

For a variation page that performs worse than the original:

  • conversion rate for variation = 20%
  • conversion rate for ogiginal = 40%
  • (20/40 = .5) - 1 = -.5; -.5 * 100 = -50
  • The value for Compared to original = -50%.
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