---
title: Experiment analysis
slug: web-experimentation/docs/HRK0-experiment-analysis
docTags: 
createdAt: 2026-07-20T15:44:28.090Z
---

In Optimizely, experiments are structured tests designed to compare different variations of a webpage, feature, or experience to determine which performs best based on specific goals. These experiments help businesses optimize user experiences, increase conversions, and make data-driven decisions. All experiments created within Optimizely are visible on the **Experiments** page in Optimizely Warehouse-Native Experimentation Analytics.

Optimizely Analytics currently only supports A/B tests and multivariate tests as experiment types.

:::hint{type="info"}
### Note

Optimizely offers different types of experiments for various objectives. Some experiments focus on learning and long-term insights, such as A/B tests, multivariate tests, and Stats Accelerator, which incorporate statistical significance calculations. Others prioritize immediate impact, like a multi-armed bandit (MAB) and the contextual bandit, which optimize for short-term gains without performing statistical significance analysis. Learn more about [distribution modes](docId:4l6elzyORNOS7bcadENad) and [experiment types](docId\:bfpw0F6nvZEwO2sMEk0u9).
:::

## Access experiments

Go to **Experiments** to see a quick overview of the latest experiments. 

You can refine the list of experiments by adjusting the filters (such as date range) or selecting one or more **Types**.

Click any experiment to edit the associated scorecards.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/OHE2ZeI7Z4Zii1y6fAdBd_experiment-results-experiment-results-list-with-filters.png)

## Experiment results

Each experiment scorecard has a **Summary** and **Explore** tab.

The **Summary** tab has key insights from the selected experiment to support decision-making.

The **Explore** tab lets you further analyze data within the experiment and its variations.

The following options are available on the **Explore** tab:

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/l-pfda_m5vces8cUwIG0-_dragon-recommendations-v2-explore-explore-segment-results-with-trend-chart.png)

## Summary tab

The **Summary** tab overviews the exploration, including the selected experiment, configured decision-making metrics, and the experiment results in the visualization window.

You can use graphs, date ranges, attributes, and the baseline to determine results. You can modify the scorecard configuration within the tab. [Learn more about creating scorecards](docId\:uusApAax8loux7XuUi_rR).

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/Nq2ZEPEInw-e6y7JVXGeL_variation-test-concluded-experiment-summary-with-stat-sig.png)

The experiment details block in the summary shows the audiences for the experiment and, for concluded experiments, the conclusion.

- The Audiences field shows the audience conditions for the experiment as a combined expression, for example, Returning visitors and (Mobile or Tablet). When no conditions are set, the field shows Everyone. Analytics truncates long expressions and shows the full set in a tooltip.
- For concluded experiments, the block also shows **Deployed variation**, **Results outcome**, and **Conclusions**, so the decision and its rationale stay visible on the results page.

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/yHGqg-0HZnSL-PFCiWWaz_variation-test-advanced-options-cuped-toggle-enabled.png" size="40" isUploading="false" width="494" height="709" darkWidth="494" darkHeight="709" showCaption="false"}

Click **Hide Editor** to collapse the editor pane and free up horizontal space when you review results. Click **Expand Editor** to display it again.

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/i4_7MnOwalHNYBVeTgEaE_variation-test-experiment-details-enter-focus-mode-icon.png" size="40" isUploading="false" width="477" height="703" darkWidth="477" darkHeight="703" showCaption="false"}

### Edit experiment

You can change experiment settings and see the experiment within Optimizely. Click the external link icon to go to the **Flags** section in **Feature Experimentation**.

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/VBccBXuISm2Noj2lyMpHC_variation-test-open-experiment-details-link.png" size="40" isUploading="false" width="477" height="703" darkWidth="477" darkHeight="703" showCaption="false"}

### Change the baseline

The **Baseline** option lets you compare your variations against a specific one instead of the original. To do so, select your preferred variation from the **Baseline** drop-down list.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/02VVtyVHOOUgAHOgGz1g2_variation-test-advanced-options-baseline-dropdown.png)

### Manage metrics

You can add a new primary or guardrail metric and remove or edit previously added metrics. When you add a metric to the scorecard, choose from the following types, which match the coverage available in explorations:

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/Yjk-Zjw3M4BslgmJm94An_decision-making-metrics-decision-making-metrics-conversion-rate-setup.png" size="40" isUploading="false" width="390" height="629" darkWidth="390" darkHeight="629" showCaption="false"}

- **Conversion** – Create event segmentation style aggregations, such as count of events or count of users.
- **Numeric aggregation** – Create aggregations over existing columns in your data.
- **Ratio** – Create a ratio between two metrics.
- **Funnel** – Measure full-funnel conversion rate through a sequence of steps.
- **Bounce** – Measure visitor engagement when visitors first interact with your website.
- **Exit** – Measure visitor engagement on pages further down in your conversion funnel.

To reuse a scorecard measure elsewhere, click **More (⋮) > Save as Metric**. Enter a **Name**, **Description**, select the **Folder** and click **Save**.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/ivJnN0-3ibEsk5XfLs4dF_variation-test-save-as-metric-menu-option.png)

## Visualization options

Within **Summary > Visualization**, you can select segmentation options (**Segment** and **Group By**) and graph options (**Improvement Over Time, Results Over Time**, and **Statistical Significance Over Time**). You can toggle between different graphs for each metric.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/fK2PjovUOVLyOXOMEHVO6_dragon-recommendations-v2-summary-explore-options-toolbar.png)

### Sample Ratio Mismatch (SRM) detection

A [sample ratio mismatch (SRM)](docId\:JFKBHyB1tPQH0-EMRjAOR) occurs when users are unexpectedly imbalanced across your experiment's variations. An imbalance can signal issues with your experiment configuration or external factors, which may invalidate your results. [Learn about sample ratio mismatch (SRM) detection](docId:2VGHBuvjNAJJnkir0LDTz).

Click **Check SRM status** in the **Experiments** section to see the latest health status of your experiment traffic distribution.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/mOUBb_ijfBIpioSvlwLd__dragon-recommendations-v2-check-srm-status-before-and-after-comparison.png)

:::hint{type="info"}
Unlike in Optimizely Web and Feature Experimentation, where the SRM status updates automatically on page load, the status in Optimizely Analytics requires a manual refresh. It is important to note that triggering this update does not run a new, real-time analysis. Instead, it retrieves and displays the most recent status from the automated checks that run periodically in the background.
:::

### Health check overview

**Check health** verifies the integrity of data used in experiments to ensure accurate results and reliable decision-making. Check health runs the following verification:

- **Dataset primary key uniqueness** – Runs a primary key check on the actor dataset to verify that each actor identifier is unique. Learn about the  [primary key health check](docId:0IZUnYEzdKOEnGasY8e0A).
- **Actor identifier alignment** – Compares actor identifiers across the event, decision, and actor datasets. Significant misalignment usually means a wrong column was selected during experiment configuration, or there is a broader data-integrity issue to investigate.
- **Single variation per actor** – Counts actors that were assigned conflicting variations and excludes them from the analysis. A high count usually indicates the experiment is misconfigured.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/zKkGg14sMcB3erIre5Qdc_health-check.png)

Each check returns one of four health statuses. The status determines which data configuration you need to adjust:

- **Healthy** – The data passed the check.
- **Unhealthy** – The check found a critical data-integrity issue.
- **Warning** – The check detected a potential issue that could affect the accuracy of your results.
- **Skipped** – The check did not run because the primary key configuration is invalid (the selected columns are incompatible or misconfigured).

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/iTyJCQWfaKswds1zV_osU_health-check-1.png" size="70" width="670" height="270" isUploading="false" darkWidth="670" darkHeight="270" showCaption="false"}

### Share experiment results

You can share the **Results** page with key stakeholders using one of the following methods:

- Click the share icon, enter their email address, and click **Share**.
- Click the link icon, then copy and send the provided URL.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/BArm936hYqQI9jUuFxtss_scarcity-and-social-proof-urgency-experiment-summary-share-and-collaborate-icons.png)

### Graphs

Graphs provide a granular view of the data. The following graph types are available:

- **Improvement Over Time** – Explore each variant's performance evolution and track improvements and trends across different versions.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/XXOFaGDMJUbruqdbHiLdU_dragon-recommendations-v2-summary-improvement-over-time-button.png)

- **Results Over Time** – Track changes in experiment results over time.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/Szzz6GkPL0vdZ316Dc94G_dragon-recommendations-v2-summary-results-over-time-button.png)

- **Statistical Significance Over Time** – View changes in the statistical significance of different variants over time.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/sM6x-JmFGIbTHDGMlTrrp_dragon-recommendations-v2-summary-statistical-significance-over-time-button.png)

## Explore tab

The **Explore** tab lets you perform segmentation comparisons, funnel analysis, and other investigations for additional insights.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/p6KbuTzvZCa3qr6cgq9Z4_dragon-recommendations-v2-explore-view-only-explore-segment-experiment-results.png)

### Exploration summary with Optimizely Agent Platform

### Prerequisites

- You must use [Opti ID](docId\:gfcl33i3WnqFAwFi9CT6y) to access Agent Platform.
- Your Optimizely Analytics instance must be enabled for [Opti ID](docId\:gfcl33i3WnqFAwFi9CT6y).
- You must have generative AI enabled in Optimizely.

:::hint{type="info"}
**Note**

If you use Opti ID, administrators can turn off generative AI in the Opti ID Admin Center. See [Turn generative AI off across Optimizely applications](docId\:X5U0kKD2azV5cIdNqwGNj).
:::

Using Mark, you can interpret and summarize the data presented in your explorations without having to scan through visualizations and tables manually. Click the summarize icon in the visualization window to summarize your exploration.

:::hint{type="info"}
Summaries are not available for cohorts, metrics, dashboards, or other entities in Analytics.
:::

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/AVwqJ26qiv_ff-MIWN8F6_weekly-purchases-by-platform-in-usa-event-segmentation-stacked-area-chart-with-ask-opal-icon.png)

The chat displays the following information:

- A brief summary of your exploration
- Key takeaways
- Next steps and suggestions

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/zjPtj-_GMj0kdpW5V9R3R_home-page-to-make-purchase-funnel-ask-opal-funnel-summary-results.png)

### Segment experiment results

You can segment your results by cohorts and attributes. 

- **Segment** – Segment your results by a chosen [cohort](docId\:q_Gv3SPiZoE5q85ne87Be) of actors.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/xiPObE-l3ZhjSwOMxlgaF_segment-by-cohort-segment-by-cohort-purchased-in-last-30-days.png)

- **Group By** – Refine your results using one or more [attributes](docId\:q_Gv3SPiZoE5q85ne87Be).

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/Nx39VO6phAtblZskQM7GZ_group-by-property-group-by-property-subscription-tier.png)

### Add new tiles

Click **+ Add Tile** to customize your visualization window.

- **New Visualization** – Add a new exploration to the **Explore** tab.
- **Existing Visualization** – Select an existing exploration and add it directly to the **Explore** tab. 
- **Filter** – Add [filters](docId:3xNkZyK2fRAbjZkOpLxm8) that you can use to narrow down data in a visualization.
- **Cohort Filter** – Use [cohorts](docId\:q_Gv3SPiZoE5q85ne87Be) to narrow down data in a visualization. 
- **Parameter** – Modify the value of any placeholder parameters used in the queries of linked visualization tiles. 
- **Experiment** – Add a new experiment.
- **Text** – Add blocks of text anywhere in the **Explore** tab to provide additional context.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/GLhPjaHIcDjYGmk4v4ZEv_dragon-recommendations-v2-explore-add-tile-visualization-type-menu.png)

### Adjust grid settings

**Grid Settings** let you alter grid configurations using the following options:

- **Grid Columns** – Specify the number of columns in the grid.
- **Compact Vertically** – Toggle on the compact grid view.
- **Back to default** – Click to revert to default grid settings. This option becomes clickable if you make changes to the default grid settings.

Click **Apply** to save the changes to the grid settings.

::Image[]{src="https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/3SzkWhL3d454qi-jxg_OJ_grid-settings-dashboard-grid-columns-settings-popover.png" size="30" isUploading="false" width="409" height="230" darkWidth="409" darkHeight="230" showCaption="false"}

### Comments

You can add comments about items in the visualization by clicking the Comment icon, entering your notes, and clicking **Send**.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/yZ_KDyhgjbsS2V5DZtwwa_show-sizing-guide-explore-empty-dashboard-comments-panel.png)

To edit a comment, click **More (...) >** **Edit Comment**. Make your changes, and click **Confirm** to save.

To delete a comment, click **More (...) >** **Delete Comment**. Click **Confirm** to delete.

![](https://api.archbee.com/api/optimize/BrbvVORKJ5iIeSMZye5kI/DFgL24viokPMOe0JldYp3_segment-experiment-results-comment-edit-and-delete-options.png)