What Happens If a Variant is Archived Automatically?

If a variant is archived and there are other approved variants available, they will continue running. If no other variants are approved, your control message will be shown instead.

This fallback ensures the message still sends, but it can slow down learning and impact your test results, since no new variant data is being collected.

How to Avoid This

To avoid this situation, we recommend:

• Approving multiple variants in advance
• Monitoring performance thresholds (we also do this for you)
• Reviewing archived variants and learnings regularly (we also present this to you weekly)

This ensures the test can continue uninterrupted even if one or more variants are automatically archived due to underperformance. It also helps maintain steady learning and faster optimization.