Table 1

Google analytics factors for Bayesian A/B tests

GA factor and distributionDescription
Modeled with Inverse Gamma-Normal conjugate family
SessionDuration (normal)Time user spent on firm site
sessionsPerUser (normal)Number of times a particular user visited the firm’s site
daysSinceLastSession (normal)Days since a user last visited firm
avgTimeOnPage (normal)Average of time user spends on a page
pageviewsPerSession (normal)Number of page views inside the firm’s site for each session
uniquePageviews (normal)New page views
Modeled with Beta-Binomial Conjugate family
entranceRate (beta)Entrances and entrance rate (clicks to landing page)
bounceRate (beta)Bounces and bounce rate (left after landing page)
percentNewSessions (beta)New sessions (new users)
exitRate (beta)Exits

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