Baselines are measurement-only exercises, often run pre-idea to learn more about the page, the application or the users so you can build more effective experiments when the time comes.

Unlike an AA test, which splits traffic in half, Baselines have a single bucket of users that we measure.

Examples of baselines would be:

This process assumes you have knowledge of how to build experiments in the Advanced Editor, such as AB tests, and so will focus on the nuances more than the entire flow.

This is exactly the same as an AB test - we have projects with names and locations and tests with names to define at a minimum. You can also choose to use the Optimize Build Framework (OBF) if you wish - we will detail both approaches below.

You will not be presented with a Variations screen, which is the key difference between AB/n experiences and Baselines. This is simply removed from the interface to avoid confusion.

For scripts, you are left with Pre-render and Post-render, which you are hopefully familiar with.

For details of how to achieve this, see: Metric capture in the advanced editor.

As with any normal experience, you can apply segments to narrow-down your scope.

Once happy, save your experience, test it in the same way you would test an AB test, and launch if/when happy.

As you can see, other than the absence of a Variations panel, there are no differences between baselines and AB/n experiences.

The key nuance is why you'd use baselines over AB/n tests - baselines are a single bucket and used most commonly for measurement-only projects, whereas AB/n experiments by definition are comparative pieces of work.