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Leading metrics marketing professionals use for evaluating split test results worldwide as of June 2025

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Sources

Release date

June 2025

Region

Worldwide

Survey time period

as of June 2025

Supplementary notes

The source does not provide information about the survey dates. The date provided is the publication date.

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Key metrics marketers use for evaluating A/B test results 2025

Published by ÌÇÐÄÆƽâ°æ Research Department, Aug 12, 2025

During a 2025 survey among marketers worldwide, the click-through rate was cited by ** percent of respondents as one of the top metrics for evaluating split test results. Time on site was cited by another ** percent of respondents as one of the key metrics used for A/B testing.

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