Glossary · Money · also holdback-verified revenue
What is verified revenue?
Verified revenue is revenue attributed to a change that has been confirmed after the change went live, by comparing the live experience with a holdback still receiving the original. It is a stricter standard than a won split test, because it measures whether the effect persisted in production rather than whether it appeared during the test.
- Reviewed 6 October 2026
In more detail
The distinction matters because the industry’s default claim, adding up projected uplifts from won tests, reliably overstates. Effects fade, tests win for reasons that do not last, and nobody goes back to check.
Requiring verification before a figure is displayed makes the number smaller and makes it survive a finance review, which is the trade worth making.
Key points
- Measured after the change goes live, against a live holdback.
- Stricter than a won test; catches decay and novelty.
- Produces smaller numbers that survive scrutiny.
How Liftable relates
Related terms
Guides that go deeper
- Testing · 7 minCan you automate conversion optimisation end to end?Five of the six steps in conversion optimisation can run without a person. The sixth should not, and the difference matters before you buy anything.Read
- Buying CRO · 6 minAI conversion tools vs manual CRO: what actually differsThe difference is coverage and throughput, not insight. A good analyst out-thinks current tools, and cannot look at every session on every template every day.Read
Last reviewed against the product on 6 October 2026.
Scan your store.
See where your store is losing revenue and what to fix first. It is free, takes about a minute, and needs no install.