What is it?

A baseline is the reference point used to compare performance before and after a change. Establishing a baseline is critical for interpreting impact accurately.

Baselines provide context for measurement.

Examples in Action

• Pre-test conversion rate benchmarks
  
• Historical performance averages
  
• Control group performance
  
• Prior period comparisons
  

Typical Outcomes / Results

• More accurate impact assessment
  
• Reduced misinterpretation of results
  
• Clearer communication of change
  
• Improved experimentation discipline
  

This glossary entry reflects standard measurement practices.