B
Evidence Grade B
Graded
under review
Safe to Cite
Current
21.17%
21.17% -- ctr improvement for Merlin AI-powered Content Optimization (2026)
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
21.17%
Unit
Percentage
Data Vintage
2026
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
50
Citation Chain
90
Independence
30
Methodology
45
Freshness
86
Source
MoEngage
Primary
Tier A
https://help.moengage.com/hc/en-us/articles/115000913866-Dynamic-Multivariate-Experiment ↗
Source Article
Dynamic Multivariate Experiment
This article builds on our first part, where we introduced a Bayesian framework and arrived at an intuitive “Chance to beat” metric to analyze the results of experiments. MoEngage recommends that you read the article to understand what Dynamic user distribution using Merlin AI is.
Static A/B Testing…
Original Research
MoEngage
· Original study ↗
Methodology
Calculated as the improvement in CTR resulted due to the usage of Merlin AI-powered Content Optimization.
Methodology documented
Segmentation
Channelcommon_crawl
Cite this stat
Plain Text
Merlin AI-powered Content Optimization: 21.17% ctr improvement. Source: MoEngage (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ctr-improvement-merlin-ai
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<blockquote cite="https://lighthousedata.io/data/ctr-improvement-merlin-ai" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>21.17%</strong> -- ctr improvement for Merlin AI-powered Content Optimization<br><small>Source: MoEngage (2026) · <a href="https://lighthousedata.io/data/ctr-improvement-merlin-ai" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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