Glossary/Measurement & Attribution/Bayesian A/B Testing
Measurement & Attribution
Bayesian A/B Testing
An approach to experiments that reports the probability each variant is best and the expected gain, rather than a p-value.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
Bayesian A/B testing is an approach to experiments that reports the probability that each variant is best and the expected gain or loss from choosing it, rather than a p-value. It combines prior beliefs with observed data, producing results that are often easier for business teams to interpret and act on.