<b>Revenue-per-visitor can rise while every single segment's RPV falls.</b>

<b>Revenue-per-visitor can rise while every single segment's RPV falls.</b>
Simpson's paradox: a traffic-mix shift (more high-intent visitors during the test) lifts the aggregate even as each cohort declines. The ratio metric lies; the segments tell truth.

— Always check the winner holds within mobile, desktop, paid, and organic separately.
— If aggregate and segments disagree, trust the segments.

Aggregate ▮▮▮▮▮ up, Segments ▮▮▮ down — both real.

Read the number, not the story. [4-way segment split]