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Experiment Configuration

The Experiments section in GrowthBook is where you create experiments, configure their analysis, and review results. Before analyzing results, you need to run the experiment. GrowthBook supports several ways to do this:

• Feature Flags (most common)
• Running an inline experiment directly with our SDKs
• URL Redirects
• Our Visual Editor
• Your own custom variation assignment / bucketing system

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Creating an Experiment

GrowthBook uses a slim creation flow: you start by creating a minimal experiment, then configure everything else afterward on the experiment’s Overview page. To create a new experiment, go to the Experiments page and click Add → Create New Experiment. The creation modal only asks for the essentials:

• Name
• Project (if you use projects)
• Template (optional, but recommended — see below)
• Holdout (optional)
• Hypothesis
• Assignment Attribute — the attribute hashed together with the tracking key to bucket users into variations
• Custom Fields — optional custom fields added by your organization to experiments

GrowthBook creates the experiment as a draft with two default variations and, when possible, auto-selects your data source and experiment assignment table. You are then taken to the experiment’s Overview tab, where you finish setup (see Configuring an Experiment).

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Start From a Template

Templates are the fastest way to create a consistent experiment. Selecting a Template in the creation modal pre-fills settings like the data source, goal/secondary/guardrail metrics, targeting, and traffic, so there is less to configure afterward. You can also require that all new experiments use a template under Settings → General → Experiment Settings. See the Experiment Templates guide for details.

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Finish Setup With the Pre-Launch Checklist

After creation, the draft experiment’s Overview tab includes a pre-launch checklist that guides you through the remaining steps, such as:

• Selecting a data source and experiment assignment table
• Adding at least one goal metric
• Adding a linked Feature Flag, Visual Editor change, or URL Redirect

The pre-launch checklist can be configured by Enterprise customers, read more here. Analyzing an experiment you ran elsewhere? See Importing existing experiments.

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Configuring an Experiment

Most configuration happens after creation, on the experiment’s Overview tab. There are several different ways to configure your experiment analysis.

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Experiment Metadata

On the experiment page in the “Overview” tab near the top of the page, you can see the experiment name, tags description, hypothesis, and variation metadata. You can edit these fields as you see fit to help describe and categorize your experiment.

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Experiment Targeting and Traffic

You can also configure targeting and traffic to your experiment’s linked feature flags or visual editor changes. These settings do not have any effect on an experiment that is performing analysis only (with the exception of “experiment key”). On the “Overview” tab, you will see a section called “Targeting and Traffic” which allows you to modify these settings, such as: Experiment Key (tracking key) - This is the key that will be used when filtering your experiment assignment source to query experiment exposure data. Hashing attribute - This is the attribute that will be used to hash the user id to determine which variation they will be bucketed into. Fallback attribute (Sticky Bucketing enabled only) - The Fallback attribute be used when the hash attribute is missing or empty. For example falling back to an anonymous cookie identifier instead of a logged-in user id. Which ever attribute is first used to bucket the user into a variation will “stick”. For example, if the user is logged out when they first view an experiment, it would use the fallback device id. If the user later logs in, it will continue using the bucket from their device id, even though they now have a logged-in id as well. Targeting - Create matching conditions using attributes and saved groups or target by namespaces. Traffic - Choose the percentage of traffic (coverage) and set the relative weights of each variation.

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Analysis Settings

Here is where much of your experiment analysis is configured. On the experiment’s Overview tab, this section is accessed via the Edit Settings button — the label shown on the button that opens the Analysis Settings form. Many of the fields here have some text explaining how they affect your analysis. Here are a few of them in more detail: Experiment Key Activation Metric - A binomial metric that will filter the users in your analysis to only those who have converted on this binomial metric. This should only be used if activation is expected to be independent of experiment assignment. If an experiment affects the activation metric directly, then there is the potential for bias in your analysis. Metric Conversion Windows - Some of your metrics may have “conversion windows” defined for them. For those metrics, we build a window for each user based on when they were first exposed to the experiment. If a user’s first exposure to an experiment was recent (for a running experiment) or or near the end of a stopped experiment, they may not have had the full window to convert before the analysis window closes. You may exclude these users with “In-Progress Conversions” if you want your experiment averages to only include those who have had the full window to convert. Conversion Override Previously called “Attribution Model” in the UI, this setting lets you use an experiment level override to disable all conversion windows and instead use the exposure period for a user (from their first exposure until the end of the experiment) as the metric window. You can read more about Metric Windows on the Metric documentation page.

• Respect Conversion Windows - This setting ensures that all conversion windows on your metrics are respected.
• Ignore Conversion Windows - This setting overrides all metrics to be as if they had no conversion windows. Lookback windows will not be overriden by this setting.

For those familiar with he “Experiment Duration” attribution model, choosing “Ignore Conversion Windows” will work the same way, and you should know that you can now specify the metric window behavior on a metric-by-metric basis (see the Metric documentation page).

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Experiment Metrics

You can add metrics as goal metrics, guardrail metrics, or both. You also can add “Metric Overrides” which provide experiment-specific controls for metrics, allowing you to override the metric’s defaults for, for example, metric windows and risk thresholds.

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Experiment Phases

Experiment Phases are used primarily to separate stages of an experiment that are to be analyzed separately (e.g. you needed to restart an experiment and change variation weights). For analyzing by specific date ranges, use Custom Reports instead. Be aware that if you move the start date of your analysis to later than the actual start date of the experiment or a new phase (or users were not re-randomized across phases), then your analysis could suffer from carryover bias. It is best to always look at the full history of an experiment if possible.

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Making Changes While Running

Read our dedicated guide on making changes to running experiments.