What is an A/B test experiment tracker?

An A/B test experiment tracker is a centralized tool that helps growth teams log and monitor experiments across marketing channels. Whether you're testing ad creatives, landing page layouts, or lifecycle email subject lines, this tracker provides an organized way to document what’s being tested, why, and what the outcome was.

The GrowthPair A/B Test Tracker is designed to keep teams aligned by capturing key details like hypotheses, test metrics, outcomes, and learnings—so you can build a culture of experimentation with clear visibility and structure.

Why is test tracking important?

Marketing teams often run dozens of tests each month, but without a centralized system to track them, valuable insights can get lost. A dedicated A/B test tracker ensures:

• Clear visibility into what’s been tested and why
• Stronger knowledge sharing across teams
• Better prioritization of future experiments
• Documented learnings to avoid repeated mistakes
• Improved decision-making grounded in real data

Even without calculating statistical significance, simply organizing and reviewing the results of past tests helps drive more intentional, iterative growth efforts.

How does the GrowthPair A/B Test Tracker work?

This tracker includes essential fields to help log and evaluate your experiments with consistency and clarity. Core columns include:

• Hypothesis – What you believe will happen and why.
• Status – Whether the test is planned, in progress, or completed.
• Start Date / End Date – When the test was launched and concluded.
• Metric Being Measured – The primary success metric (e.g., CTR, CVR, retention rate).
• Test Delta – How the variation performed compared to control.
• Notes – Space to include learnings, surprises, or context for future reference.

This tracker can be used across any type of A/B test—paid acquisition, landing page optimization, lifecycle marketing, email campaigns, and more.

Who is responsible for test tracking?

Effective test tracking typically involves collaboration across growth and marketing functions:

• Performance Marketers & Lifecycle Marketers – Own the execution and documentation of tests.
• Growth Analysts – Review metrics and summarize learnings.
• Growth Leads & CMOs – Use historical test data to inform strategy and roadmap decisions.
• Product or Design Teams (when relevant) – Contribute to experiments on landing pages or flows.

Keeping test results transparent and searchable helps ensure that all team members benefit from prior learnings—and prevents duplicate efforts.

The A/B Test Tracker helps you stay organized, aligned, and focused on continuous learning. Download the tracker now and start building a more experiment-driven growth culture.