A/B testing is the backbone of data-driven decision making. But running experiments at product scale is very different from testing two button colors on a landing page. When millions of users, hundreds of metrics, and long-term outcomes are on the line, experimentation becomes both a science and an art. At Meta, our philosophy was simple: "If it moves, measure it. If it’s measurable, experiment with it." Behind that principle sits a framework designed to ensure experiments are run responsib...
