Figure 218 Oct 2026From “What is CUPED?”

A CUPED analysis record

Write down the metric, the covariate, the window, the coverage, the unit and the checks before reading an adjusted result.

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Figure 2A CUPED analysis record

Source: Author's decision worksheet. The covariate and window fields follow Deng et al. (2013), pp. 127 to 130; the metric field follows Deng et al. (2013), p. 130; the coverage and unit fields follow Deng et al. (2013), pp. 127 to 129; the checks field follows Kohavi et al. (2009), pp. 151 and 152, and Deng et al. (2013), p. 128. The fields are reader inputs; no company data is supplied.

PNG4:3, 1600 × 1200, with the title, the source line and the attribution set in the image isoglu-2026-what-is-cuped-fig02.png

Source and evidence

Each line names a claim related to this exhibit, its source, and how it was checked.

B CUPED-OWN-C3 A CUPED analysis is written down as one record: metric, covariate and why the treatment cannot move it, pre-period window, coverage, unit (user, account, page or order), and checks (unadjusted result, A/A test); illustrated with a hypothetical B2B software firm's report builder test that randomizes whole accounts, analyses per user with the delta method, and checks the pre-period correlation of revenue per account before adjusting it.Author worksheet grounded in DXKW13-C4, DXKW13-C5 and KLSH09-C5

Grades: A, verified against the printed page of the primary source · B, primary source, text layer only · C, authoritative secondary · D, reported.

From the essay

From the research bench

What is CUPED?

CUPED adjusts an A/B test metric with the same metric measured before the test. It cuts noise, not bias, and needs a covariate the test cannot move.

18 Oct 2026

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APA 7

Isoglu, S. (2026). A CUPED analysis record [Figure]. isoglu.com. https://isoglu.com/insights/exhibits/isoglu-2026-what-is-cuped-fig02/

BibTeX

@misc{isoglu-2026-what-is-cuped-fig02,
  author = {Isoglu, Sinan},
  title = {{A CUPED analysis record}},
  year = {2026},
  howpublished = {Figure 2, isoglu.com},
  url = {https://isoglu.com/insights/exhibits/isoglu-2026-what-is-cuped-fig02/},
  note = {From the essay {What is CUPED?}}
}

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<figure>
  <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-cuped-fig02/">
    <img src="https://isoglu.com/social/isoglu-2026-what-is-cuped-fig02.png" alt="Figure 2: A CUPED analysis record" width="3200" height="2400">
  </a>
  <figcaption>Figure 2: A CUPED analysis record. Source: Author&#39;s decision worksheet. The covariate and window fields follow Deng et al. (2013), pp. 127 to 130; the metric field follows Deng et al. (2013), p. 130; the coverage and unit fields follow Deng et al. (2013), pp. 127 to 129; the checks field follows Kohavi et al. (2009), pp. 151 and 152, and Deng et al. (2013), p. 128. The fields are reader inputs; no company data is supplied. <a href="https://isoglu.com/insights/exhibits/isoglu-2026-what-is-cuped-fig02/">View exhibit</a>.</figcaption>
</figure>