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Retention rate most important to A/B testers

Key stat: Some 46% of worldwide marketers say customer retention rates are the most important metric when evaluating A/B test results, per April 2025 data from Ascend2.

Beyond the chart:

  • Some 55% of marketers worldwide use web analytics tools in combination with manual testing for A/B testing, according to the Ascend2 data.
  • 56% of marketers worldwide say the top objective of A/B testing is to optimize marketing campaigns, per Ascend2.

Use this chart:

Marketers who use A/B tests can use this chart to prioritize the right metrics based on what top marketers are focusing on. If you're only measuring clicks or conversions, you might be missing the bigger picture. Start tying your test outcomes to customer lifetime value and repeat engagement.

Related EMARKETER reports:

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%).

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