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# A/B test statistics

Pareto compares your A/B test variants side by side and recommends a winner once the result is reliable.

## In this article
* [1. Open your A/B test statistics](#2-open-your-ab-test-statistics)
* [2. Read the A/B testings table](#2-read-the-ab-testings-table)
* [3. Open a single test run](#2-open-a-single-test-run)
* [4. Understand the recommended winner](#2-understand-the-recommended-winner)
* [5. When no winner is shown](#2-when-no-winner-is-shown)
* [6. What each metric means](#2-what-each-metric-means)
* [7. Good to know](#2-good-to-know)

## 1. Open your A/B test statistics
There are two ways in. Both show the same numbers.
### From the Statistics page
1. From the main menu, click **Statistics > Pre-purchase**.
2. Leave the campaign dropdown on **All offers** to see every A/B test in your store, or pick a single offer to see only its tests.
3. Scroll below the existing widgets to the **A/B testings** card. It lists your 5 most recent test runs.
4. Click **View more** to open the full table with every run.

![Pareto Statistics page with the A/B testings card below the standard widgets, showing a compact table of recent A/B test runs with period, status, views, conversion rate, orders, and winner columns
](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/anh-man-hinh-2026-07-28-luc-09_1keff58.png)

|| The **A/B testings** card only appears if your store has at least one A/B test. If you have never run one, the Statistics page looks exactly as it does today.

### From the A/B test archive
1. For a previous A/B test, from the main menu, click **Offers**.
2. Switch to the **A/B test archive** tab.
3. Find the test you want and click **View statistics** on that row.
This opens that run's details directly.

![A/B test archive row showing the campaign name, A/B period, status badge, an "A/B winner A" badge, and a separate "View statistics" action icon](https://storage.crisp.chat/users/helpdesk/website/-/8/3/8/3/8383e5404a31c000/anh-man-hinh-2026-07-28-luc-09_18lkl9a.png)
## 2. Read the A/B testings table
Each row is one **test run** — a single execution of an A/B test on a campaign.
You can A/B test the same campaign as many times as you like. Every run gets its own row, newest first, and running tests appear alongside ended ones.
Each row shows:
* **Campaign** — the offer being tested.
* **A/B period** — the run's start and end dates.
* **Status** — Running or Ended.
* **Views** — how many times each variant's widget was shown.
* **Conv. rate** — orders divided by views.
* **Orders** — orders attributed to the run.
* **Winner** — the winning variant, once there is one.
The full table shows 25 runs per page.

## 3. Open a single test run
Click any row in the card or the full table to open that run's detail.
The detail has three parts:
1. **Performance table** — Views, Orders, Conv. rate, AOV, Revenue, RPV, and VS Other, split by variant A and variant B.
2. **Statistical confidence bar** — how confident Pareto is in the result, against a 95% threshold, with the leading variant marked.
3. **Conversion funnel** — Product viewed → Widget viewed → Engaged → Added to cart → Purchases, split per variant, so you can see where each variant loses customers.
A/B test run detail showing the Performance table with variants A and B compared across Views, Orders, Conv. rate, AOV, Revenue and RPV, a statistical confidence bar below it with a 95% threshold marker, and a per-variant conversion funnel at the bottom.
|| A/B numbers always cover the run's own A/B period. Changing the date range at the top of the Statistics page does **not** change them — it only re-scopes the general widgets. This is intentional: a test result only makes sense over the window the test actually ran.

## 4. Understand the recommended winner
Pareto picks the winner on **revenue per view (RPV)** — the average revenue each variant generates per person who saw it.
RPV is used instead of conversion rate because a variant can convert more often while making you less money. Revenue per view captures both how often people buy and how much they spend.
A variant is marked **Recommended winner** only when **both** of these are true:
| Requirement | Why it exists |
| Each variant has at least 1,000 views | Small samples produce winners that reverse later. |
| Confidence is 95% or higher | Below this, the gap between variants is likely random noise. |
Until both are met, Pareto shows the leading variant but does not call it a winner.
|| **How it's calculated.** RPV = revenue attributed to the variant ÷ that variant's views. Confidence comes from a Welch's two-sample t-test on per-view revenue, where confidence = 1 − p-value (two-sided). The threshold is 95%.
Pareto never applies a winner for you. Once you have decided, keep the variant you want in the A/B test overview or the campaign editor.

## 5. When no winner is shown
Not seeing a winner is a result, not a bug. There are three reasons.
| What you see | What it means | What to do |
| **Collecting data — keep the test running** | At least one variant has fewer than 1,000 views. Confidence may be shown, but marked preliminary. | Let the test keep running. Do not act on the numbers yet. |
| **No clear winner — both variants performed about the same. You can keep either one.** | Both variants passed 1,000 views, but confidence is still under 95%. | Keep either variant. More data is unlikely to help — the variants genuinely perform the same. Test a bigger change next time. |
| **Ended without a statistically reliable winner** | The run ended while a variant was still below 1,000 views. | The result is inconclusive. Run a new test, and give it longer or more traffic. |
A/B test run detail in the preliminary state, showing the confidence bar marked preliminary, no winner badge, and a "Collecting data — keep the test running" note below the Performance table.
If a variant has no data at all, its derived metrics show a dash (`-`) rather than zero, and no winner is declared.

## 6. What each metric means
| Metric | Definition |
| **Views** | How many times the variant's widget was shown. |
| **Orders** | Completed, paid Shopify orders that applied that variant's discount. Reaching checkout without paying does not count. |
| **Revenue** | Total value of those attributed orders, in your store currency. |
| **Units** | Units sold across those attributed orders. |
| **AOV** | Revenue ÷ orders. Shows a dash if the variant has no orders. |
| **Conv. rate** | Orders ÷ views. Shown for reference — it is **not** what decides the winner. |
| **CTR** | Widget interactions ÷ views. Any interaction with the widget counts. |
| **RPV** | Revenue ÷ views. This is the metric that decides the winner. |
| **VS Other** | How this variant compares to the other one. |

## 7. Good to know
* **Refunds and cancellations do not change the numbers.** Figures are frozen when they are calculated, so a variant's revenue and order count stay as recorded even if an order is refunded later.
* **Tests always have exactly two variants.** A and B only — Pareto does not support three or more variants in one test.
* **Dates use your store timezone.** All A/B periods are shown in your store's timezone.
* **Revenue uses your store currency.**
* **Statistics are available on every plan.** Any store with an A/B test can read its results.
* **Deleted tests disappear from the list.** If you open an old link to a test that no longer exists, you will see a note saying *This A/B test is no longer available* — the page still loads normally.
* **If you see a "Last updated" time**, the numbers come from a cached snapshot taken at that moment rather than live data.