What is a confidence interval?

• It is a statistical estimate of the range of values that the difference in the target indicator (such as CVR, open rate, or button tap rate) is likely to take. The calculation uses confidence intervals based on Always Valid Confidence Sequences, which keep their confidence level even when checked repeatedly at any time. For details, see for example Confidence interval.

• The numbers indicated are in proportion to the baseline. For example, if the baseline CVR was 10.0%, and it was estimated that pattern 1 of baseline CVR will increase around +2.0%~+3.0%, the screen will show +20.0%~+30.0%.

• « What is a significant difference?
• Will the results change if it was determined to have a significant difference? »