AB Testing Consideration Number Two - Be Aware of Downstream Metrics

Ab testing consideration number two is be aware of downstream metrics. You really have to understand how your experiment might affect metrics in ways that you don't expect. So as an example, let's say you test a experiment with control in variant A and it increases your upgrade rate by 10%. But if you looked one step further, you would see that your LTV actually decreased by 30% because people were getting annoyed long term about all these pop-ups in their face.