The experiment model

An experiment is defined by:

a public key and a name,
an optional hypothesis (what you expect and why),
the pricing table it runs on (pricing_table_id) — the table whose /pricing/{key} page the experiment intercepts while running,
a primary metric (checkout_started or checkout_completed),
a lifecycle status (draft → running → concluded),
and its variants.

Variants

Each variant carries a label, an is_control flag, a relative integer traffic weight, and the pricing table it serves (served_pricing_table_id). A null served table means "serve the experiment's base table" — the natural default for the control, which shows the unchanged page.

Rules, enforced deny-by-default when you create/start an experiment:

exactly one control is required (the baseline lift is measured against it),
at least one challenger must exist alongside it,
weights are non-negative integers and must sum to more than zero — the weights are relative, not percentages, so 1 : 3 and 25 : 75 mean the same 25% / 75% split.

A variant owns no pricing of its own; it points at a real, catalog-backed pricing table, so what a bucketed visitor sees is exactly what that table renders.

The primary metric

An experiment optimises for one metric, and the results count the conversions of exactly that kind:

Metric	Counts	Signal
`checkout_started`	A hosted checkout session was minted carrying the variant's attribution.	Top-of-funnel intent.
`checkout_completed`	The checkout settled into a subscription (the gateway's settled webhook).	Bottom-of-funnel revenue.

Both kinds are always recorded as they happen — a start, then a completion — so you can change which one you report on without losing data; the primary metric only decides which one the results and significance are computed over.

Lifecycle

draft — still being configured; the page serves its plain base table.
running — assigning visitors and accruing impressions/conversions.
concluded — the test is over; optionally a winner is promoted (see concluding).

The model lives in App\Models\Experiment / ExperimentVariant; authoring and lifecycle are App\Billing\Experiments\ExperimentAuthoring and ExperimentLifecycle.