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Different takes on A/B testing with native apps in Google Play and App Store

 A short summary of options:

  • Synthetic Control Method
    • Find a good prediction model on current data - and compare the real data after the change with the predicted data
  • Phased Release/Staged Rollouts
    • Phased release of new version and compare versus old version via tracking analytics
    • You can then compare the same content with different app versions on same OS
  • Implement feature for one OS only - and compare
    • Release for one OS only and compare versus other OS via tracking analytics
  • Feature Toggles
    • Feature toggle via remote config and switch feature on/off defining one or more explicit success criteria via Firebase A/B Testing
  • Feature toggle and config options
    • Feature toggle PLUS config via firebase remote config to not only switch on/off but do more experiments with different settings (color, number of items, sizes) via Firebase A/B Testing
  • Server-driven UI and dynamic endpoints
    • Using server driven UI, you can provide different endpoints and serve different endpoint URLs to the clients via remote config
    • You can pitch completely different UIs without manually adopting or releasing apps!
Some links:

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