{"about":{"site":"https://codewithpapers.app","non_affiliation":"Code with Papers and Syntology are not affiliated with, endorsed by, or sponsored by Papers with Code, Meta, or the pwc-archive mirror.","licence":"CC BY-SA 4.0","licence_url":"https://creativecommons.org/licenses/by-sa/4.0/legalcode","attribution":"https://codewithpapers.app/attribution","modified":"archive material modified by Syntology; see the attribution page"},"url":"/paper/analysing-e-commerce-a-b-tests-with-dependent","title":"Measuring e-Commerce Metric Changes in Online Experiments","arxiv_id":"2210.17187","date":"2022-10-31","proceeding":null,"authors":["C. H. Bryan Liu","Emma J. McCoy"],"abstract":"Digital technology organizations routinely use online experiments (e.g. A/B tests) to guide their product and business decisions. In e-commerce, we often measure changes to transaction- or item-based business metrics such as Average Basket Value (ABV), Average Basket Size (ABS), and Average Selling Price (ASP); yet it remains a common pitfall to ignore the dependency between the value/size of transactions/items during experiment design and analysis. We present empirical evidence on such dependency, its impact on measurement uncertainty, and practical implications on A/B test outcomes if left unmitigated. By making the evidence available, we hope to drive awareness of the pitfall among experimenters in e-commerce and hence encourage the adoption of established mitigation approaches. We also share lessons learned when incorporating selected mitigation approaches into our experimentation analysis platform currently in production.","url_abs":"https://arxiv.org/abs/2210.17187v2","url_pdf":"https://arxiv.org/pdf/2210.17187v2.pdf","source":{"archive":"pwc-archive (Hugging Face), CC BY-SA 4.0","snapshot":"2025-07-28","licence_url":"https://creativecommons.org/licenses/by-sa/4.0/legalcode","row_kind":"links_only","authors_date_abstract":"arXiv metadata, CC0 1.0 (https://info.arxiv.org/help/license), from the Kaggle arXiv metadata snapshot of 2026-09-12"},"code_links":[{"paper_slug":"analysing-e-commerce-a-b-tests-with-dependent","repo_url":"https://github.com/liuchbryan/oce-ecomm-abv-calculation","is_official":1,"mentioned_in_paper":0,"mentioned_in_github":0,"framework":"none","reach":null}],"tasks":[],"methods":[],"datasets_introduced":[],"methods_introduced":[],"results":[],"syntology":{"atlas_url":null,"mcp":null,"developers":"https://syntology.ai/developers"},"arxiv_metadata":null,"syntology_extracted_results":null}