Read profit alongside conversion
Conversion tells you how often exposed carts lead to an order. Revenue tells you what shoppers spend. Estimated profit also accounts for the product margin and average shipping cost you entered. A higher conversion rate can still leave less profit when you subsidize more deliveries.
Compare profit per exposure and normalized profit alongside the raw totals. The two sides may have different exposure counts. Normalized profit compares them at the same traffic level.
Totals and charts update daily during measurement, with additional updates after published confidence results and measurement end. The displayed update time tells you how recent the saved figures are.
Check the strength of the evidence
Before a winner can qualify, a test needs at least seven full days, 1,000 mature exposures per side, and 200 confidently matched orders in total. These minimum checks are not a traffic target. Confidence and traffic-quality checks must also pass. Meeting the minimum counts does not remove uncertainty.
For new experiments, the confidence bar shows the latest weekly evidence score. It can rise or fall as data arrives and accounts for the repeated checks. It is not the probability that an offer will win.
The 95% marker is the statistical threshold for a winner. The experiment must also pass the data-quality checks and show a meaningful profit difference. If either side qualifies at a weekly check, measurement ends early. You still choose the offer to apply.
Older experiments keep the confidence method and schedule they started with.
Choose a next step when there is no winner
An inconclusive result means the available evidence cannot reliably separate the offers. It does not prove that they perform equally.
If the experiment can continue and trading conditions remain comparable, give it more time within the 13-week maximum for new experiments. Otherwise keep your baseline, record what you learned, and consider a more meaningful threshold difference next time.
Smaller stores can still check whether messages and checkout agree, spot operational problems, and learn about basket behavior. Treat early performance patterns as questions for the next test, not proof of a lift. Plan a test around your traffic.
Read the confirmation before applying
Review the outcome and the exact live change before confirming. Applying the alternative updates the offer to that threshold. Keeping the control preserves its threshold. Applying store rates pauses the tested free-shipping offer.
At the end of a new test, after up to 13 weeks or when you stop it early, the app shows the final performance comparison for your decision. A performance leader is not necessarily a statistically confirmed winner. Both offers remain live until you choose one or close the experiment. Follow the available selection or manual-close action, and keep your baseline when the evidence does not justify a change.
After applying, check the storefront and checkout again. A result does not promise future profit.
Your next decision
You can explain the outcome, its uncertainty, and the exact live change you are confirming. If evidence is inconclusive, keeping the baseline is a valid decision.