> ## Documentation Index
> Fetch the complete documentation index at: https://funnelfox.com/docs/llms.txt
> Use this file to discover all available pages before exploring further.

# Create experiment

> Step-by-step guide to setting up, launching, and validating an A/B experiment in FunnelFox.

## Before you start

Before creating an experiment, run through this checklist:

* All funnels you plan to use are new (have never received traffic) and are published.
* Each funnel works end to end.
* You've decided which funnel is the control — your current baseline.
* You've chosen a primary metric to optimize for (e.g. Paywall → Purchase, ARPU).
* You have a clear hypothesis — what you're changing and why you expect it to improve results.

<Warning>Using a funnel with previous traffic negatively impacts your A/B test results and disrupts traffic distribution across variants.</Warning>

## Launch experiments

Create, launch, and validate an experiment in FunnelFox. Learn how to avoid the most common setup mistakes.

### 1. Create experiment

Go to the [Experiments page](https://app.funnelfox.com/experiments) and click **Create experiment**.

<Frame>
  <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/create-experiment.png?fit=max&auto=format&n=rkcW2wbZewn5yZPv&q=85&s=d8a29addc882ef51cf3c561fb6766ca0" width="1920" height="989" data-path="assets/create-experiment.png" />
</Frame>

<Steps>
  <Step title="Name the experiment">
    Enter a descriptive name.
  </Step>

  <Step title="Set the alias">
    The alias becomes the experiment URL: `your-project.fnlfx.com/{alias}`. It's auto-generated from the name, but you can edit it.
  </Step>

  <Step title="Select the control funnel">
    Choose the funnel that serves as your baseline. All variant results are measured against this funnel.
  </Step>

  <Step title="Add variants">
    Choose the funnel that serves as your variant. You can click **Add funnel variant** and add up to 3 variants — 4 funnels total (Control + B + C + D). Each funnel can only be used once across all variants in the same experiment.
  </Step>

  <Step title="Set the traffic split">
    Use the slider to distribute traffic across variants. All splits must total 100%.

    <Tip>Equal splits give you the fastest path to statistical significance.</Tip>
  </Step>

  <Step title="Create">
    Click **Create**. The experiment is saved and receives traffic.
  </Step>
</Steps>

<Frame>
  <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/experiment-creation.gif?s=df83c8b7726184690375aaaa63df50ec" width="1908" height="984" data-path="assets/experiment-creation.gif" />
</Frame>

### 2. Validate the setup

Do a quick check to confirm everything is working:

* Open the experiment URL in your browser (`your-project.fnlfx.com/{alias}`). You should land on one of the variant funnels.
* After a few visits, open the experiment analytics and confirm users are being recorded.

<Tip>
  Open the experiment URL in several incognito windows to simulate different users.
</Tip>

<Frame>
  <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/experiment-validate.png?fit=max&auto=format&n=rkcW2wbZewn5yZPv&q=85&s=a2661975a65490db3d7488b735c0ee40" width="1920" height="989" data-path="assets/experiment-validate.png" />
</Frame>

### 3. Finish experiment

Finish the experiment when your results are statistically reliable. Look for a **Confidence** of ≥95% on the winning variant, sustained consistently over time — not just a single good day. If confidence stays green and the trend is stable, you have enough evidence to pick a winner.

When you're ready to pick a winner, follow the steps below to finish the experiment.

<Warning>
  The winning funnel automatically takes over the experiment URL. If you have a conflicting alias, go to that funnel's settings and change its alias to something else before you finish the experiment.
</Warning>

<Steps>
  <Step title="Finish experiment">
    Go to the [A/B testing page](https://app.funnelfox.com/experiments), click your experiment name, then click **Finish experiment** at the bottom.

    <Frame>
      <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/experiment-finish.png?fit=max&auto=format&n=rkcW2wbZewn5yZPv&q=85&s=7d47fbb7c6790c6604538978fab3806a" width="1920" height="989" data-path="assets/experiment-finish.png" />
    </Frame>
  </Step>

  <Step title="Select the winning variant">
    Choose the funnel that performed best. This funnel will take over the experiment URL.

    <Frame>
      <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/experimen-winner.png?fit=max&auto=format&n=rkcW2wbZewn5yZPv&q=85&s=58baaac547606c5f4cb3ca71c8da2fb6" width="1920" height="989" data-path="assets/experimen-winner.png" />
    </Frame>
  </Step>

  <Step title="Confirm">
    Click **Declare the winner** to confirm your selection. The experiment is disabled and the winning funnel is now live at the experiment URL.

    After that, the same URL that previously ran the A/B test points directly to the winning funnel, with no experiment routing involved.
  </Step>
</Steps>

## Experiment results

Once your experiment collects data, you can view results on the experiment overview page. Go to the [Experiments page](https://app.funnelfox.com/experiments) and click any experiment name.

The overview shows a table with one row per variant. The first row is always the control (your baseline). All other variants are compared against it.

<Info>
  Experiment starts updating data daily at 00:00 UTC to ensure consistency across global teams.
</Info>

<Frame>
  <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/experiment-results.png?fit=max&auto=format&n=rkcW2wbZewn5yZPv&q=85&s=411663e780493b8a0df29bcdf51a71d4" width="1920" height="989" data-path="assets/experiment-results.png" />
</Frame>

The columns appear in this order:

* **Variation**: Variant label (A, B, C, D).
* **Funnel**: The funnel assigned to this variant.
* **Confidence**: Statistical significance (1 − p-value) from a two-proportion z-test of the variant's Active → Purchase conversion vs. control. ≥95% ≈ p ≤ 0.05. Color-coded: green (≥95%) = significant, amber (75–94%) = inconclusive, red (\<75%) = likely noise. For non-control variants only.
* **Users**: Unique users, deduplicated by profile across sessions.
* **ARPU**: Average revenue per user (gross revenue divided by unique users, meaning anyone with a session or a transaction).
* **ARPPU**: Average revenue per paying user (gross revenue divided by unique paying users).
* **Net Revenue**: Total net revenue attributed to this variant.
* **Start → 2nd Screen**: Percentage of users who started the funnel and completed the first screen.
* **Start → Purchase**: Percentage of users who started the funnel and completed a purchase.
* **Start → Subscription**: Percentage of users who started the funnel and started a subscription.

<Tip>For conversion rates, purchase means completing a checkout and includes trials and one-time payments, while Start → Subscription includes only subscription starts and excludes trials and one-time payments.</Tip>

* **Start → Lead**: Percentage of users who started the funnel and became a lead.
* **Start → Paywall**: Percentage of users who started the funnel and reached the paywall.
* **Paywall → Purchase**: Percentage of users who reached the paywall and completed a purchase.
* **Purchases**: Count of all purchase transactions, including renewals.
* **New Subs**: Number of new subscriptions started.
* **Trials Started**: Number of trials started.
* **Trials Converted**: Number of trials that converted to paid.

For non-control variants, each conversion-rate column shows the change vs. control next to the variant's own rate: a green ▲ for an improvement and a red ▼ for a decline.

You can also use a chart below the table to track any metric over time per variant.

### Filters

To narrow results to those that matter for your decisions, data on experiment results can be filtered by:

* Currency
* Country

## Experiment settings

To edit an experiment, go to the [Experiments page](https://app.funnelfox.com/experiments), click your experiment name, then click **Settings** at the top right.

<Frame>
  <img src="https://mintcdn.com/funnelfox/rkcW2wbZewn5yZPv/assets/experiment-settings.png?fit=max&auto=format&n=rkcW2wbZewn5yZPv&q=85&s=b6514d8671add443ba3192f3c56ff71a" width="1920" height="989" data-path="assets/experiment-settings.png" />
</Frame>

You can edit all fields while the experiment is running:

* Name
* Alias
* Variants
* Traffic split

After you finish the experiment, only the **Name** can be changed. The alias, variants, and traffic split are locked.

<Info>Swapping a variant's funnel changes which funnel's data is shown in that row, but no historical data is deleted. Events stay tied to the experiment, so re-adding a removed funnel brings its data back.</Info>

You can also archive the experiment from the settings page. The confirmation dialog reads "This will archive this experiment and all its data."

<Info>You can't archive a funnel while it's part of an active experiment. Finish the experiment first.</Info>

## Experiment event metadata

FunnelFox attaches experiment context to every webhook event, nested under the `location` object. Look for these fields:

* `experiment_id` — unique identifier for the experiment.
* `experiment_title` — human-readable experiment name.
* `experiment_alias` — the URL alias the experiment runs on.

Webhooks don't include a variant or winner field.

See the [Webhooks reference](/docs/develop/webhooks) for the full list of events that carry this data.

Analytics integrations receive the experiment ID as the `experiment` event property (Amplitude, Mixpanel). The experiment alias is available via webhooks (`experiment_alias`), not through CDP event properties.