Pick One Primary Metric Before You Look

Declare the score before the game starts. Primary metric This is the decision metric. It should match the behavior the treatment is supposed to change and the business question the team is trying to answer. Guardrails Guardrails protect against false wins. A treatment that lifts conversion while spiking refunds or support load may still be a bad ship decision. Diagnostics Diagnostics explain movement. They are useful, but they do not get to overrule the primary metric after the fact.

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