Results, imported outcomes, and readback

Simple terms

Results is where Apex turns tracked or imported test data into a decision and a learning.

Turns live and completed experiment data into decisions, learnings, and future backlog evidence.

Routes

• /test-results
• /tests/[id]

Implementation behavior

• Apex reads assignment and conversion events from Tinybird by experiment, variation, goal, and time window.
• Sequential settings and planned-test snapshots support always-valid or fixed-horizon readback depending on setup.
• Imported results let teams capture external testing outcomes and preview them before confirmation.
• Completed experiment outcomes can be summarized into store learnings and used by the next backlog cycle.

How to use it

• Review results after enough runtime and sample have accumulated.

• Results include a read-only “Runs” selector on the Results page to view earlier assignment runs; the revert dialog indicates the page shows the new run by default.

• Targeting evaluations may now include an explicit page/segment match mode (ANY or ALL) when experiments select multiple pages or audiences; check the experiment setup to see which mode was used when interpreting results.

• Test results now show an average conversion value (ACV) for non-money value goals and use AOV for money goals in exports and labels; small per-visitor values are no longer rounded to zero.

• Compare primary metric lift, secondary metric movement, revenue, traffic quality, and screenshots.

• Use import preview before committing external result data.

• Use audience breakdowns by shop-defined custom dimensions to segment results (e.g. loyalty_tier, storefront_variant) when available.

• Record the conclusion so Launchpad and future ideas retain the learning.

When not to use it

• Do not call a winner before the test has enough runtime, sample, and measurement quality.
• Do not mix imported external results with Apex-tracked results without checking dates and variant mapping.
• Do not use secondary metrics as the main decision unless the experiment was intentionally set up that way.

Implementation source

• Results routes live under src/app/(dashboard)/test-results and experiment detail analytics sections.
• Handlers include /api/test-results, /api/test-results/import/preview, /api/test-results/import/confirm, and /api/analytics/experiment/[id].
• Readback joins Prisma experiment context with Tinybird visitor/conversion/revenue/event pipes.

Data and API

• Tinybird pipes for visitors, conversions, timeseries, revenue, behavior, and dashboard stats.
• APIs: /api/analytics/experiment/[id], /api/test-results/import/preview, and /api/test-results/import/confirm.
• Models include experiment outcome, imported result, learning, and audit records.

Failure modes

• No results: no runtime traffic, wrong shop ID, event ingestion failure, or the test was never running.
• Unexpected lift: inspect traffic allocation, targeting, internal traffic, and goal attachment.
• External import mismatch: validate variation names, dates, sample counts, and metric units before confirm.