{
  "_meta": {
    "title": "Rhoback campaign holdout summary (8–22 July 2026)",
    "source": "https://lutiq.com/research/what-ab-tests-cannot-see/",
    "type": "measured_summary",
    "brand": "Rhoback",
    "window": {"start": "2026-07-08", "end": "2026-07-22"},
    "note": "Pooled experiment vs holdout. Not best-page vs holdout. See source article for caveats and CI."
  },
  "users_total": 19708,
  "holdout_share": 0.45,
  "pages_racing": 22,
  "arms": [
    {"name": "test", "users": 9647, "orders": 80, "sales_per_visitor": 0.0078},
    {"name": "holdout", "users": 10061, "orders": 51, "sales_per_visitor": 0.0049}
  ],
  "lift": {
    "sales_per_visitor_relative": 0.60,
    "confidence": 0.95,
    "ci_relative": {"low": 0.18, "high": 1.15},
    "revenue_per_visitor": {"test_usd": 1.41, "holdout_usd": 0.97, "relative": 0.45}
  },
  "comparison_type": "pooled_experiment_vs_holdout"
}