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Winning Variant allows you to explicitly link two different types of subject IDs to inform analytics processes that a metric set for one particular ID (such as a known user ID) can also be attributed to another ID (e.g., an anonymous ID). This is especially helpful when running A/B tests randomlized by an anonymous ID, but the resulting conversion you care about is stored against a customer ID. In this scenario, you would explicitly tell the app that the anonymous ID and customer ID are linked which would allow us to attribute outcomes to the proper variant exposure. Read more about the raw identifer link data that’s passed through the application.