Data Quality Articles — Atticus Li

Atticus Li

Blog · Tag

Data Quality

Articles exploring data-quality through the lens of behavioral science and experimentation. Practical frameworks for growth leaders who measure in revenue, not vanity metrics.

2 articles

optimizely Mar 31, 2026 10 min read

How Optimizely Counts Conversions (And Why It Changes Your Results)

Visitor-based vs session-based conversion counting, the exact math showing how it changes your reported rate, unique vs all conversions, how to audit your setup, and common bugs that inflate conversions.

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optimizely Mar 31, 2026 10 min read

How to Run an A/A Test in Optimizely (And What It Actually Tells You)

Most teams skip A/A tests and only realize the mistake after shipping a 'winner' that quietly reverses. Here's what an A/A test actually validates, how to interpret results, and the 5 things it catches that you'd never find otherwise.

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