Here's how Volument works: https://volument.com/learn/volument-data-model https://volument.com/learn/volument-data-model A/B testing in Volument is quite diffe

Here's how Volument works: https://volument.com/learn/volument-data-model https://volument.com/learn/volument-data-model A/B testing in Volument is quite different from, say Optimizely. You can compare a lot of things in apples-to-apples fashion: landing pages, inner pages, market segments, campaigns, site versions, etc. And you can compare both how much traction something generates, or how engaging a page is. The causation thing is just something we measure. We measure how people behave on their first visit, how intensively they return, and how much they convert. It's not about the statistical validity, it's about choosing metrics that are essential for conversion optimization.