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Fractional-Factorial

Definition

A fractional-factorial multivariate test is a design of experiment (DOE) where not all possible combinations of variables (each combination is called a recipe) are tested. Rather a sub-set of recipes is tested and a statistical approach such as the Taguchi method is used which makes simplifying assumptions. This DOE allows for a smaller sample and so speeds up the time needed to complete the experiment.

A fractional-factorial design relies on very small sample sizes (see Law of small numbers). This reduces the flexibility and potential accuracy of the test design. Such tests assume there is no variable interaction between individual independent variables. This can lead to wrong conclusions being made. See also Full factorial.

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Neal Cole

Neal Cole

Neal is the founder of Conversion Uplift and the author of the official GA4/GTM audit course for CXL. It's the course much of the industry trains on. He's spent over 20 years in digital analytics, including senior roles in online gaming and financial services, working out where businesses' numbers go wrong and what it costs them. His work now focuses on server-side tracking, GA4 and BigQuery: getting the data right, and being the person who's accountable for it when a decision depends on it.
Neal Cole

Neal Cole

Neal is the founder of Conversion Uplift and the author of the official GA4/GTM audit course for CXL. It's the course much of the industry trains on. He's spent over 20 years in digital analytics, including senior roles in online gaming and financial services, working out where businesses' numbers go wrong and what it costs them. His work now focuses on server-side tracking, GA4 and BigQuery: getting the data right, and being the person who's accountable for it when a decision depends on it.

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