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June 28, 2025
Key Metrics for Evaluating A/B Test Results According to Marketers Worldwide, April 2025 (% of respondents)
Note
Respondents were asked, "What metrics are most important when evaluating A/B test results?"Methodology
Data is from the June 2025 Ascend2 report titled "A/B Testing in Marketing 2025." 402 marketing decision-makers worldwide were surveyed during April 27-30, 2025 using Ascend2’s standardized online questionnaire and proprietary 3-Minute Survey format. Respondents were drawn from a panel of marketing professionals and research subscribers. The sample includes B2B (27%), B2C (42%), and hybrid B2B/B2C marketers (31%). Company sizes ranged from more than 500 employees (35%), 50 to 500 employees (44%), and fewer than 50 employees (21%). Primary roles represented include C-level or partner (39%), VP/director/manager (45%), and non-management professionals (16%).Featured In
Retention rate most important to A/B testersSources
Chart Title
Key Metrics for Evaluating A/B Test Results According to Marketers Worldwide, April 2025 (% of respondents)Publication Date
June 28, 2025