2007 Experimentation Knowledge Discovery Optimization 
The Unofficial Google Data Science Blog
OCTOBER 7, 2015
This is essentially the same as finding a truly useful objective to optimize. accounting for effects "orthogonal" to the randomization used in experimentation. The first thing you’ll want to do is to run your test for a long time with fixed experimental units, in our case cookies.
The Unofficial Google Data Science Blog
JULY 22, 2020
Instead, we focus on the case where an experimenter has decided to run a full traffic ramp-up experiment and wants to use the data from all of the epochs in the analysis. When there are changing assignment weights and time-based confounders, this complication must be considered either in the analysis or the experimental design.
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