Ensuring Trustworthy Online A/B Testing: Addressing Five Key Questions on CUPED
A/B testing has become the gold standard for data-driven decision-making in large-scale online experimentation, providing critical guidance for feature launch, pricing optimization, and user experience enhancement. To maximize statistical sensitivity, many technology companies routinely employ Controlled-experiment Using Pre-Experiment Data (CUPED), a technique that achieves substantial variance reduction while preserving the unbiasedness of estimating the average treatment effect. Despite its widespread adoption, several critical methodological and practical nuances of CUPED remain underexplored. This paper systematically addresses five frequently encountered yet overlooked questions reg...
| Authors | Yu Zhang, Bokui Wan, Yongli Qin et al. |
|---|---|
| Primary category | stat.AP |
| Published | 17 June 2026 |
| Last updated at source | 17 June 2026 |
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