Most tests are concluded at the front end.

Variant A converts better. Variant B loses. Traffic is shifted.

The decision feels rational.

Then backend revenue begins to unfold.

CBSplit was built to evaluate performance after the entire revenue lifecycle is visible.

Classic tests optimize:

* Conversion rate
* Front-end revenue
* Cost per acquisition
* Early ROAS

They rarely include:

* Refund-adjusted revenue
* Subscription rebills
* Churn timing
* Chargeback exposure
* Net lifetime value

Without backend data, conclusions are partial.

Backend revenue includes:

* Upsells
* Downsell recovery
* Subscription rebills
* Repeat purchases

Some variants:

* Convert modestly
* Produce average front-end metrics
* Generate stronger backend retention

Other variants:

* Convert aggressively
* Inflate early revenue
* Collapse during rebills

Front-end winners can become backend losers.

Refunds often appear:

* Days after purchase
* After customer interaction
* After expectation mismatch

A variant that increases impulse purchases may also increase refunds.

When refund-adjusted revenue is applied, test results can reverse.

CBSplit waits for refund reconciliation.

Subscription funnels generate revenue over cycles.

Differences in:

* Messaging tone
* Billing transparency
* Expectation alignment

Can alter:

* Rebill survival
* Churn velocity
* Cohort-based LTV

These effects compound over time.

Short tests cannot capture compounding lifecycle differences.

When a front-end winner is scaled:

* Refund clusters grow
* Rebill failures accumulate
* Processor scrutiny increases
* Net revenue declines

Backend fragility often remains invisible during early testing.

CBSplit incorporates backend stability before declaring a winner.

Tests often optimize events.

Revenue durability depends on outcomes.

Events measure:

* Immediate behavior
* Short-term engagement

Backend outcomes measure:

* Revenue persistence
* Customer alignment
* Risk exposure
* Net profitability

CBSplit prioritizes outcomes over event frequency.