A/B Testing report shows results after test completed


How come the A/B testing reporting page continues to update stats after the test time is completed?


The A/B test results keep updating even after the test is complete due to the fact that your email recipients are still interacting with the email.

For example:

If you send the test at 8 am with 1 hour of automatic wait time, some customers will only open/click/convert after 2-3 hours or even 1 day later.

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