Question: We have just completed an AB test on a monetization-driving feature and we got these results: GROUP A (Control) GROUP B ARPDAU $ 0.15 0.16

We have just completed an AB test on a monetization-driving feature and we got these results:

GROUP A (Control) GROUP B
ARPDAU $ 0.15 0.16
ARPPU $ 30 16

Questions:

  1. What scenario would you pick to be the winner? Why?
  2. Why do you think the ARPDAU and ARPPU values are behaving this way? What is influencing them?
  3. What feature could we have tested to get these results?

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