January 2025 Summaries

GrowthBook has introduced three new metrics - Retention, Count Distinct, and Max - designed to simplify the process of extracting actionable insights from experiments without adding complexity. The Retention metric measures how many users return or engage with a product within a defined time frame after being exposed to an experiment, while Count Distinct metrics track unique user interactions, such as the number of distinct videos watched or products purchased. Max metrics capture the highest value achieved by users during an experiment, offering insights into peak performance behaviors, like top game scores or fastest completion times. These new metrics are intended to help data teams measure long-term impact, understand diverse user interactions, and identify standout successes without requiring manual SQL queries. By integrating these metrics into their workflows, teams can make faster, data-driven decisions and gain a deeper understanding of user engagement and behavior. The Retention metric is available to Pro and Enterprise customers, while Count Distinct and Max metrics are accessible across all GrowthBook organizations, including self-hosted and free plans.

GrowthBook has introduced two new features, Custom Fields and Shareable Experiments, designed to help teams integrate experimentation into their workflow more effectively. With Custom Fields, enterprise teams can add structured metadata to experiments and feature flags, enabling clear ownership, compliance tracking, and alignment with engineering workflows. This allows teams to build their ideal experiment setup by creating pre-launch checklists and custom fields, which can be configured at the organization level and marked as required or optional. Additionally, Shareable Experiments enable teams to share experiment results in real-time, both internally and externally with public stakeholders, while Custom Reports allow analysts and engineers to save snapshots of experiment data for deeper analysis or documentation. These features aim to streamline experimentation workflows, improve collaboration, and accelerate learning from experiments to drive smarter decisions.

The latest release of GrowthBook brings over 150 changes, including highly requested features such as Custom Fields and Experiment Templates, which enable users to standardize their workflows and enforce consistency across their organization. The release also introduces Shareable Experiment Reports, allowing users to generate public links for specific experiments and share insights with stakeholders outside of GrowthBook. Additionally, new metrics have been added, including Retention, Count Distinct, and Max, which provide more flexibility in defining metrics on top of Fact Tables. Other notable features include Environment Forking, which enables users to create new environments by copying existing ones, and CMS Integrations with Contentful and Strapi, making A/B testing inside these platforms easier. The release also includes updates to the Node.js and Edge SDKs, as well as a new Simulate Features section, allowing users to simulate how feature flags behave for specific user attributes. These features are available to various customer tiers, including free, paid, Pro, and Enterprise customers, with some features requiring specific plans or access to certain APIs.

The best A/B testing platforms of 2025 are essential tools for businesses seeking to innovate faster and build with confidence, with a new generation of tools prioritizing performance, flexibility, and organization-wide applicability. These platforms have evolved from being confined to marketing departments to serving as cornerstones for entire product teams, driving experimentation-driven development. Key platforms such as GrowthBook, Statsig, and Eppo offer unique strengths, including flexibility, scalability, and statistical precision, while legacy platforms like LaunchDarkly, Optimizely, and Adobe Test and Target face challenges in keeping up with modern experimentation workflows. When choosing a platform, organizations must consider their priorities, whether it be scalability, compliance, or seamless integration, to find the best fit for their needs. GrowthBook stands out as a leader in the landscape of A/B testing platforms, offering unmatched flexibility, scalability, and developer-first features that make it perfect for organizations aiming to scale innovation and maintain performance.