Winner Rollout
Serve a winning variant to 100% of targeted traffic while you make the change permanent in your theme — serving only, nothing recorded, nothing billed, and you can stop any time.
When an experiment concludes with an honest winner — ≥95% probability to be best and no guardrail breach — you usually want visitors to keep seeing the winning variant while you hard-code the change into your theme. Winner rollout does exactly that: serve the winner at 100% of targeted traffic, from the pixel, until you’ve made the change permanent.
Serving, Not Measurement
A rollout is a serving mechanism, not an extended experiment:
- Every visitor on the experiment’s targeted pages sees the winning variant — no more bucketing.
- No events are recorded. The experiment is over; rollout traffic produces no new results.
- Nothing is billable. Rollout traffic never counts toward your plan’s sessions.
- Your theme is untouched. Stopping the rollout instantly returns visitors to your original theme.
Rolling Out a Winner
On a completed experiment with a winner, the Results tab shows a “Keep serving the winner” card. Click Serve winner at 100%, confirm, and the pixel starts serving the winning variant to everyone on the targeted pages. A pinned banner then shows “Winner serving at 100%” with the start date — and, if Autopilot did it, a “Rolled out by autopilot” chip linking to the autopilot log.
Only workspace owners can manage rollouts.
Making It Permanent
A rollout is a bridge, not a destination. The Make it permanent dialog summarizes exactly what the winning variant changes (CSS selectors, JS, or redirect — with a View code toggle) and walks the three steps:
- Apply this change in your theme/site.
- Publish.
- Stop serving — visitors then get your theme’s version directly.
While a Rollout Is Serving
- Regression watch. If your site metric moves after a rollout, you’ll see a note: it’s an observational signal, not proof the rollout caused it — check your north-star series on the Testing Overview, then decide whether to keep serving.
- Stop any time. Stop serving and visitors see your original theme again immediately. The experiment page keeps a record of the serving window (“Winner served at 100% from … to …”).
- Plan changes don’t break live rollouts. If your subscription changes, an active rollout keeps serving (serving is not gated) — new rollouts need Pro, and you’ll be nudged to make the live one permanent.
Autopilot Rollouts
With the Auto-rollout trust rung unlocked (after you’ve rolled out one winner manually), autopilot can serve a clean winner automatically when a test concludes. Autopilot rollouts follow every rule above, are logged, and are emailed to the workspace owner. See Autopilot.
Next Steps
- What counts as a winner in the first place: Declaring a Winner
- The guardrails that can block a winner call: Global Goals
- The program that queues the next test: Testing Overview
