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Calcimator

Thumbnail A/B Test Calculator

Compare click-through rates with statistical significance testing.

CTR (A)

5%

Inputs

Comparison

CTR (B)

6.2%

Lift (B vs A)

24%

Z-Score

3.69

Significant at 95% (1=Yes)

1

Min Sample Each

2,878

Results Overview

How to Use This Calculator
  1. Enter the total impressions and click-through rate (CTR) for Thumbnail A.
  2. Input the same metrics for Thumbnail B.
  3. Set the statistical confidence threshold (95% is standard).
  4. Review the Winner and Statistical Significance level of the result.
  5. Use the Uplift in CTR output to project how much additional traffic the winning thumbnail will generate.

What each input means

Impressions (A)
Number of impressions for thumbnail variant A.
Clicks (A)
Number of clicks for thumbnail variant A.
Impressions (B)
Number of impressions for thumbnail variant B.
Clicks (B)
Number of clicks for thumbnail variant B.

How this is calculated

Worked example, using the default values

  1. Identify Input Parameters
    4 parameters
    Impressions (A) = 10000, Clicks (A) = 500, Impressions (B) = 10000, Clicks (B) = 620 = 4 input(s) provided
  2. Calculate CTR
    CTR
    5 = 5
  3. Calculate CTR
    CTR
    6.2 = 6.2
  4. Calculate Lift
    Lift
    24 = 24

Engine last updated . Checked against 2 independently-derived tests — how we verify calculators.

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