Glossary/Measurement & Attribution/CUPED
Measurement & Attribution
CUPED
Controlled-experiment Using Pre-Experiment Data, a variance-reduction technique that uses prior user behavior to reach significant test results faster.
By Brandon Mina·CEO, BrandPilot AI·Updated November 2026
Short answer
CUPED, short for Controlled-experiment Using Pre-Experiment Data, is a variance-reduction technique for A/B tests. It uses each user's behavior before the experiment to adjust their measured outcomes, removing noise unrelated to the test. Lower variance means experiments can reach statistically significant results faster or detect smaller effects with the same traffic.