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Use this calculator to determine if your split test results are valid or not. Remember that a lower cost-per-click (CPC) does not automatically mean a lower cost-per-conversion. Evaluate your A/B tests by the final conversion in the funnel, and use cost-per-conversion as the key metric...
The MCI calculator tool [48] was used to obtain the value of this parameter (in this tool, the minimum value that can be reached is 0.1, considering this result fully linear). A key parameter for the calculation of the MCI is the "utility," which can be calculated using a simplified ...