A/B Testing Campaigns

Configure and launch a campaign using prepared components.

Updated 9 August 2026

Compare a Component with the unchanged control

Open Optimize → A/B Testing → Campaigns and choose New A/B Campaign. The campaign inserts one or more prepared Components for eligible visitors while Incendium retains the original experience as the control.

Incendium A/B test monitoring interface — Campaign management keeps active state, scheduling and access to Analytics together.

Complete General Settings

Name and Description should identify the hypothesis and visible change.
Campaign Start Date and End Date constrain delivery. Leaving the end date open requires a deliberate manual stop.
No Cache makes Incendium re-evaluate eligibility on every Pageview. The default cached result is faster; disable caching only when audience membership must be reconsidered frequently.

Configure Campaign Tweaks

Probability

Sets the likelihood that a new eligible lead becomes part of the Campaign. This controls inclusion, not the statistical confidence of the result.

Max No. of Leads

Caps Campaign inclusion when capacity or exposure must be limited. Leave it blank when no limit is required.

Audiences

Behaviour-derived membership can take effect on a subsequent Pageview because it must first be calculated.

Traits

Classifications supplied through JavaScript or URL parameters take effect immediately on the current Pageview. One value per Trait can be active at a time.

Leaving Audiences and Traits blank makes the Campaign eligible for all visitors. Multiple targeting choices should reflect the intended population, not be added merely because data is available.

Add the variation

Expand Personalization inside Campaign Setup and choose Add New Personalisation. Select the Component, Location, CSS Selector and Insertion Method. The label refers to the inserted experience; the Campaign remains an A/B comparison in the A/B Results report.

Confirm that the selector identifies one stable target and that the control page does not already contain a competing personalization.

Save, preview and activate

Saving creates the Campaign; activation is controlled from its Campaign row. Use View in Analytics to open the corresponding result. Before activation, test the variant and control on supported devices, verify the primary Conversion, and record the launch date and intended decision rule.