--- title: "What is CUPED?" url: https://fibr.ai/glossary/cuped description: "Discover CUPED (Controlled Experiments Using Pre-Experimental Data) and how it enhances A/B testing accuracy by reducing variance and improving insights." last_updated: 2026-05-05T11:56:18.954097+00:00 --- CUPED (Controlled Pre-Experiment Data) is a statistical technique used in experimentation to reduce variance and improve test sensitivity. It uses historical user behavior data to adjust experiment results, making it easier to detect lift even with smaller sample sizes. Platforms use CUPED to reduce noise and isolate the true impact of an experiment, especially when baseline behavior varies widely. Companies running frequent A/B tests benefit by getting faster, more reliable insights. Teams often apply CUPED in high-traffic environments like product onboarding flows or pricing pages, where even small accuracy gains matter. This helps avoid running unnecessarily long tests or misreading early trends. While powerful, it requires clean historical data and technical setup, so adoption is growing as experimentation programs mature. ### Explore more Glossary terms ##### Customer Journey Mapping Customer Journey Mapping visualizes how customers move through stages like awareness, consideration, purchase, onboarding, and loyalty. Read More ##### Customer Journey Management Customer Journey Management focuses on designing, monitoring, and improving the end-to-end experience users have with a brand across channels. Read More ##### Customer Data Platform A Customer Data Platform (CDP) unifies data from multiple touch-points, such as websites, apps, CRM systems, and support tools into a single, persistent customer profile. Read More ##### Customer Acquisition Cost (CAC) Customer Acquisition Cost (CAC) measures how much a business spends to acquire one new customer, including marketing, sales, and sometimes onboarding expenses. Read More ##### Custom Conversion A custom conversion is a user-defined goal in analytics or advertising platforms used to measure specific actions that matter to a business. Read More ##### CUPED CUPED (Controlled Pre-Experiment Data) is a statistical technique used in experimentation to reduce variance and improve test sensitivity. Read More Delaware, USA Subscribe to our newsletter for exclusive updates and insights.