Why are conversions not showing up early in a test?

Visits Before the Test Start Don’t Count

When a user visits your site before the split test is created, that visit isn’t tracked by the plugin—because the test didn’t exist yet. If they later convert (even days or weeks later), their conversion won’t be attributed to any variation and will be ignored.

This is common behavior due to how long web pages can stay open or cached in a visitor’s browser.

But Why?

Accuracy of data. I know we want to see conversion right away, but split testing is science, and it must have a few guardrails in place to be truly accurate. We never want to send you down the wrong path.

Example

• Person A visits your page before the test was created. They leave the tab open and convert later. → ❌ Conversion ignored
• Person B visits your page after the test was created. Their visit is tracked properly. → ✅ Conversion recorded

To avoid this confusion, give your test some time to collect data from new visits only.