Failure to accurately measure the outcomes of an experiment can lead to bias
and incorrect conclusions. Online controlled experiments (aka AB tests) are
increasingly being used to make decisions to improve websites as well as mobile
and desktop applications. We argue that loss of telemetry data (during upload
or post-processing) can skew the results of experiments, leading to loss of
statistical power and inaccurate or erroneous conclusions. By systematically
investigating the causes of telemetry loss, we argue that it is not practical
to entirely eliminate it. Consequently, experimentation systems need to be
robust to its effects. Furthermore, we note that it is nontrivial to measure
the absolute level of telemetry loss in an experimentation system. In this
paper, we take a top-down approach towards solving this problem. We motivate
the impact of loss qualitatively using experiments in real applications
deployed at scale, and formalize the problem by presenting a theoretical
breakdown of the bias introduced by loss. Based on this foundation, we present
a general framework for quantitatively evaluating the impact of telemetry loss,
and present two solutions to measure the absolute levels of loss. This
framework is used by well-known applications at Microsoft, with millions of
users and billions of sessions. These general principles can be adopted by any
application to improve the overall trustworthiness of experimentation and
data-driven decision making.Comment: Proceedings of the 27th ACM International Conference on Information
and Knowledge Management, October 201