B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Current
90%
90% -- experiment failure rate for Google Ads (2026)
About 90% of experiments at Google Ads fail to improve their target metric.
- Described as 'about 90%'
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
90%
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
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Ronny Kohavi
Primary
Tier B
https://kirro.io/ab-testing-product-management ↗
Source Article
A/B testing for product managers: a PM's guide
A/B testing in product management means running controlled tests on product features, flows, and designs to see what actually works. Not guessing. Not debating in a meeting. Measuring.
PMs don’t need to be statisticians. You need to know what to test, how to prioritize it, and how to explain the res…
Original Research
Ronny Kohavi
· Original study ↗
Methodology
Cited from Ronny Kohavi's experimentation data
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
Google Ads: 90% experiment failure rate. Source: Ronny Kohavi (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/google-ads-experiment-failure-rate
HTML Embed
<blockquote cite="https://lighthousedata.io/data/google-ads-experiment-failure-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- experiment failure rate for Google Ads<br><small>Source: Ronny Kohavi (2026) · <a href="https://lighthousedata.io/data/google-ads-experiment-failure-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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