Question: What is Taplytics' methodology for calculating statistical significance for experiments?
Taplytics uses two different methodologies when measuring the effectiveness of a test, these are Z-Score and Two-Tailed T Tests.
These different testing methods are chosen dynamically in the background based on the type of goal you set up. Z-Score is used for goals that are binary conversions while the Two-Tailed T Test is used for value optimization goals that test how significantly different two average values are.
No matter which methodology is being used, they both test for a 95% confidence level.
Two-Tailed T Test: