analytics-dictionary / term / experimentation

Progressive delivery

Progressive delivery releases a change to a small share of users first and expands gradually while monitoring results.

Written by Reflective Data experts · updated Oct 5, 2026

Feature flags make this possible: start at one percent, watch error rates and key metrics, then ramp up. If something goes wrong, turn the flag off.

It combines safe releases with measurement.

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The multiple comparisons problem is that testing many metrics or variants raises the chance of at…

LaunchDarkly is a feature management platform used to control feature rollouts with flags.

A multivariate test changes several elements at once and measures the effect of every combination.

Google Optimize was Google free A/B testing tool, discontinued on 30 September 2023.

The novelty effect is a temporary change in behaviour caused simply by something being new.

Statistics is the science of collecting, analysing and interpreting data, and quantifying uncertainty.