How Mida handles conversion attribution

This guide explains how Mida handles conversion attribution (including purchases, sign-ups, and other conversion events) across different scenarios in A/B testing.

Active Test Participation

Mida only tracks conversions from users who are actively participating in your A/B test:

• Conversions are counted only after a user becomes part of the test group
• Users who make purchases without being assigned to a variation aren't included
• Previous actions before joining the test aren't counted in results

Delayed Conversions

When a user converts days after their initial visit:

• Mida uses cookies to track users across multiple sessions
• If a user sees Variation A on day 1 and converts on day 3, the conversion will be correctly attributed to Variation A
• This ensures accurate tracking of conversion data even with longer customer decision cycles

Cross-Device and Cross-Browser Attribution

Cross-device tracking is a common challenge faced across the web analytics industry. Here's how Mida handles it:

• Users are treated as new visitors on new devices/browsers since the original tracking cookie isn't present
• They may see different variations on different devices
• If a conversion occurs on a device/browser where no variation was shown, the conversion won't be attributed to any test variation
• Mida only attributes conversions to variations that users have actually been exposed to

Best Practices

To ensure the most accurate test results, we recommend:

• Running your tests for a sufficient duration to minimize the impact of edge cases
• The larger your sample size, the more reliable your results will be
• Being aware that ad blockers may affect tracking in some cases

Note: Conversions can include any measurable user action such as purchases, sign-ups, form submissions, or other defined goals in your testing setup.