Audience Size & Test Duration Calculator

Efficiently plan and estimate the audience size and duration for your tests across multiple platforms and channels.

Go to Test Result Confidence Calculator
Baseline Conversion Rate
Baseline Conversion Rate The conversion rate for the reference group you want to compare your variations against. This could be the current rate or historical average. It’s the expected percentage of successful outcomes, such as purchases or sign-ups, for the control group in your test.

Expected conversion rate of your control group

%
Desired Change (Minimum Detectable Effect - MDE)
Desired Change (Minimum Detectable Effect - MDE) This is the smallest meaningful improvement in conversion rates you wish to detect with your test, either as an absolute or relative change. An absolute change is a specific percentage point change, while a relative change is a percentage increase or decrease from your current conversion rate.

Smallest meaningful conversion improvement to detect (absolute or relative)

Desired Change Type:
%
Statistical Significance
Statistical Significance This is the risk level you're willing to accept for the test results. Lower percentages mean less risk of getting misleading results, but they might require more people in your test. The recommended standard is 10%, but this can be adjusted to suit your risk tolerance and testing parameters.

Your chosen risk level for the test

Expected Variation Conversion Rate
Expected Variation Conversion Rate The expected conversion rate of the variation is the conversion rate that you are expecting from running the test, based on the expected improvement (Desired Change) on the Baseline Conversion Rate.

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Audience Size per Variation
Audience Size per Variation This is the estimated Total Users needed for each variation in your test to achieve the chosen Statisical Significance in your results.

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Traffic volume per day
Traffic Volume per day The estimated number of users visiting the part of your website, app, or campaign where the test will be conducted each day.

Daily traffic from various sources or tests (e.g., website sections, email campaigns)

Number of Variations
Number of variations The total number of variations, including the control group, that you will be testing.

Number of Variations in the Test

Test Duration
Test Duration The recommended number of days to run your test. This is based on your inputs such as traffic volume per day, number of variations, and desired statistical significance. It helps to ensure you collect enough data for reliable results.

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About the Audience Size & Test Duration Calculator Plan your tests effectively with our Audience Size & Test Duration Calculator. This tool helps you estimate the number of users and time needed for your experiments, ensuring you can achieve reliable results and make the most of your testing efforts.
How to use the Calculator
  1. Enter the Baseline Conversion Rate, which is your current or average conversion rate for the control group.
  2. Input the Desired Change. This is the minimum change in conversion rates you want to spot. Indicate if it's a 'Relative' (percentage) or an 'Absolute' (fixed) change.
  3. Pick your Confidence Level. This shows how certain you want to be that your test results aren't due to chance. Options range from 1% to 20%, with 10% as the default.
  4. The calculator provides the Audience Size per Variation and the Test Duration. These are the recommended number of users and the time needed for your test, considering your variations and daily traffic.

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