analytics-dictionary / term / experimentation

Exposure logging

Exposure logging records the moment a user is actually shown a variant, so analysis only includes users who saw the test.

Written by Reflective Data experts · updated Oct 5, 2026

Logging at assignment instead of exposure dilutes results with users who never reached the tested element. It is a fundamental part of trustworthy experiment data.

Warehouse-native tools rely on exposure events in your own tables.

A/B test GrowthBook Sample ratio mismatch (SRM)

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Type I and type II errors

A type I error is a false positive, declaring an effect that is not real; a…

personalization.md

Personalization

Personalization tailors content or offers to individual users or segments, based on their behaviour or attributes.

experimentation-program.md

Experimentation program

An experimentation program is the organisation, process and tooling that lets a company run experiments consistently.

statistical-power.md

Statistical power

Statistical power is the probability that a test detects a real effect of a given size.

p-value.md

P-value

A p-value is the probability of seeing a result at least as extreme as yours if…

launchdarkly.md

LaunchDarkly

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

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