Experiments

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Field	Value
Composer package	capell-app/experiments
Package slug	experiments
Product group	Capell Marketing & Growth
Tier	premium
Bundle	marketing-growth
Runtime contexts	admin, frontend
Capell version	^1.0
Source repository	capell-app/packages
Source path	packages/experiments
Docs source	packages/experiments/docs
Manifest	capell.json

What This Plugin Adds

Experiments is an Available, Schema-owning Capell package in the Capell Marketing & Growth product group. It ships as capell-app/experiments and extends these surfaces: admin, frontend.

Experiments adds server-side page and campaign tests with audience rules, weighted variant allocation, goal events, retention, and statistically gated winner reports.

Growth operators configure experiments, variants, goals, and eligible audiences in the admin, while consenting visitors receive an opaque allocation through private no-store endpoints.

Evidence: capell.json, src/Models/Experiment.php, src/Actions/AllocateVariantAction.php, src/Actions/BuildWinnerReportAction.php, docs/overview.admin.md, docs/screenshots.json, routes/experiments.php, tests/Feature/ExperimentRuntimeTest.php.

Status details:

• Status: Available
• Tier: premium
• Bundle: marketing-growth
• Composer package: capell-app/experiments
• Namespace: Capell\Experiments
• Theme key: not applicable

Why It Matters

For developers: Typed context and result data pass through focused Actions for audience evaluation, allocation, conversion recording, and winner calculation.

For teams: Teams can control who enters a test, compare goal performance, and wait for the configured evidence threshold before declaring a winner.

Evidence: src/Data/ExperimentContextData.php, src/Actions/EvaluateAudienceRulesAction.php, src/Actions/RecordGoalEventAction.php, tests/Feature/ExperimentFoundationTest.php, docs/admin-guide.md, src/Actions/BuildWinnerReportAction.php, src/Actions/DeclareExperimentWinnerAction.php, tests/Feature/ExperimentAdminSurfaceTest.php.

Screens And Workflow

Screenshot contract: docs/screenshots.json.

• Experiments admin index (admin, required).
• Experiment variants admin index (admin, required).
• Experiment goals admin index (admin, required).
• Experiment audience rules admin index (admin, required).
• Experiment edit allocation state (admin, optional).
• Experiment winner report (admin, optional).
• Experiment running and paused states (admin, optional).
• Experiment public allocation proof (frontend, optional).

Technical Shape

• Service providers: Capell\Experiments\Providers\ExperimentsServiceProvider.
• Config files: packages/experiments/config/capell-experiments.php.
• Migrations: packages/experiments/database/migrations/2026_05_31_000001_create_experiments_table.php, packages/experiments/database/migrations/2026_05_31_000002_create_experiment_variants_table.php, packages/experiments/database/migrations/2026_05_31_000003_create_experiment_goals_table.php, packages/experiments/database/migrations/2026_05_31_000004_create_experiment_audience_rules_table.php, packages/experiments/database/migrations/2026_05_31_000005_create_experiment_allocations_table.php, packages/experiments/database/migrations/2026_05_31_000006_create_experiment_goal_events_table.php, packages/experiments/database/migrations/2026_06_07_000001_add_idempotency_unique_to_experiment_goal_events_table.php.
• Models: Experiment, ExperimentAllocation, ExperimentAudienceRule, ExperimentGoal, ExperimentGoalEvent, ExperimentVariant.
• Filament classes: ExperimentAudienceRuleResource, CreateExperimentAudienceRule, EditExperimentAudienceRule, ListExperimentAudienceRules, ExperimentGoalResource, CreateExperimentGoal, EditExperimentGoal, ListExperimentGoals, ExperimentVariantResource, CreateExperimentVariant, EditExperimentVariant, ListExperimentVariants, and 5 more.
• Route files: packages/experiments/routes/experiments.php.
• Policies: AbstractExperimentsResourcePolicy, ExperimentAudienceRulePolicy, ExperimentGoalPolicy, ExperimentPolicy, ExperimentVariantPolicy.
• Actions: AllocateVariantAction, BuildWinnerReportAction, CreateExperimentAction, DeclareExperimentWinnerAction, EvaluateAudienceRulesAction, PruneExperimentHistoryAction, RecordGoalEventAction, ResolveExperimentVariantForContextAction, SyncExperimentStatusesAction.
• Data objects: ExperimentAudienceRuleData, ExperimentContextData, ExperimentData, ExperimentGoalData, ExperimentGoalEventData, ExperimentStatusSyncResultData, ExperimentVariantData, ResolvedExperimentVariantData, VariantAllocationData, WinnerReportData, WinnerVariantReportData.
• Command signatures: capell:experiments:prune, capell:experiments:sync-statuses.
• Manifest action API: allocateVariant: Capell\Experiments\Actions\AllocateVariantAction, buildWinnerReport: Capell\Experiments\Actions\BuildWinnerReportAction, createExperiment: Capell\Experiments\Actions\CreateExperimentAction, declareExperimentWinner: Capell\Experiments\Actions\DeclareExperimentWinnerAction, evaluateAudienceRules: Capell\Experiments\Actions\EvaluateAudienceRulesAction, pruneExperimentHistory: Capell\Experiments\Actions\PruneExperimentHistoryAction, recordGoalEvent: Capell\Experiments\Actions\RecordGoalEventAction, resolveExperimentVariantForContext: Capell\Experiments\Actions\ResolveExperimentVariantForContextAction.
• Scheduled commands: capell:experiments:prune (daily), capell:experiments:sync-statuses (everyFiveMinutes).
• Console command classes: PruneExperimentHistoryCommand, SyncExperimentStatusesCommand.
• Manifest contributions: admin-resource: Capell\Experiments\Manifest\ExperimentAudienceRuleResourceContribution, admin-resource: Capell\Experiments\Manifest\ExperimentGoalResourceContribution, admin-resource: Capell\Experiments\Manifest\ExperimentResourceContribution, admin-resource: Capell\Experiments\Manifest\ExperimentVariantResourceContribution, model: Capell\Experiments\Manifest\ExperimentsModelsContribution, route: Capell\Experiments\Manifest\ExperimentsRuntimeRoutesContribution, scheduled-job: Capell\Experiments\Manifest\ExperimentsRetentionScheduleContribution, scheduled-job: Capell\Experiments\Manifest\ExperimentsStatusSyncScheduleContribution.
• Health checks: Capell\Experiments\Health\ExperimentsHealthCheck.
• Blade views: packages/experiments/resources/views/filament/experiments/results-page.blade.php, packages/experiments/resources/views/filament/experiments/results.blade.php.
• Cache tags: experiments.

Data Model

• Required tables: experiments, experiment_variants, experiment_goals, experiment_audience_rules, experiment_allocations, experiment_goal_events.
• Models: Experiment, ExperimentAllocation, ExperimentAudienceRule, ExperimentGoal, ExperimentGoalEvent, ExperimentVariant.
• Core record references in migrations: sites via site_id.
• Migration files: 2026_05_31_000001_create_experiments_table.php, 2026_05_31_000002_create_experiment_variants_table.php, 2026_05_31_000003_create_experiment_goals_table.php, 2026_05_31_000004_create_experiment_audience_rules_table.php, 2026_05_31_000005_create_experiment_allocations_table.php, 2026_05_31_000006_create_experiment_goal_events_table.php, 2026_06_07_000001_add_idempotency_unique_to_experiment_goal_events_table.php.
• Migration impact: run host migrations through the package install flow before opening package surfaces.
• Deletion/retention behaviour: migrations declare cascade-on-delete relationships and null-on-delete relationships; retention is scheduled through capell:experiments:prune (daily).

Install Impact

• Required packages: capell-app/admin, capell-app/core.
• Admin navigation: declares admin-resource: ExperimentAudienceRuleResourceContribution, admin-resource: ExperimentGoalResourceContribution, admin-resource: ExperimentResourceContribution, admin-resource: ExperimentVariantResourceContribution; each Filament page or resource controls its own navigation visibility.
• Admin/editor extensions: none declared.
• Permissions: View:Experiment, Create:Experiment, Update:Experiment, Delete:Experiment, View:ExperimentVariant, Create:ExperimentVariant, Update:ExperimentVariant, Delete:ExperimentVariant, View:ExperimentGoal, Create:ExperimentGoal, Update:ExperimentGoal, Delete:ExperimentGoal, View:ExperimentAudienceRule, Create:ExperimentAudienceRule, Update:ExperimentAudienceRule, Delete:ExperimentAudienceRule.
• Public routes: loads routes/experiments.php; registers ExperimentsRuntimeRoutesContribution.
• Database changes: package migrations are declared.
• Config: config/capell-experiments.php.
• Settings: no package settings declared.
• Queues or schedules: scheduled commands capell:experiments:prune (daily), capell:experiments:sync-statuses (everyFiveMinutes).
• Cache tags: experiments.
• Commands: capell:experiments:prune, capell:experiments:sync-statuses.

Common Pitfalls

• Keep required Capell packages on compatible v4 releases: capell-app/admin, capell-app/core.
• Run migrations before opening package resources or public routes.
• Review package configuration before production-like verification: config/capell-experiments.php.
• Review middleware, throttling, signatures, and public-output safety in routes/experiments.php before exposing routes.
• Register the host scheduler so these declared commands run at their documented frequencies: capell:experiments:prune (daily), capell:experiments:sync-statuses (everyFiveMinutes).
• Keep public Blade and cached HTML free of authoring markers, model IDs, permissions, signed editor URLs, and lazy database queries.
• Custom write integrations must preserve invalidation for experiments cache tags.

Troubleshooting

Symptom	Likely cause	Check	Fix
Package surface is missing after install	Provider or manifest is not loaded	Confirm capell.json, package composer.json, and provider registration	Reinstall the package, refresh Composer autoload, and clear host caches
Admin screen or command fails on missing table	Package migrations have not run	Check the tables listed in Data Model	Run host migrations and rerun the focused package test
Route returns unexpected output	Route cache, middleware, or signed URL setup does not match the package route file	Check the route files listed in Technical Shape	Clear route cache and verify middleware before exposing public routes
Background work does not run	Queue worker or declared schedule is not active	Check the jobs and scheduled commands listed in Technical Shape	Start the queue worker or host scheduler, then run the focused command or package test
Public output leaks unexpected state	Render data, cache variation, or authoring boundary has regressed	Check public Blade, cache tags, and public-output safety tests	Move data loading out of Blade and rerun the package public-output tests

Quick Start

1. Install the package: composer require capell-app/experiments.
2. Run the required setup: php artisan migrate.
3. Open the Experiments admin index and confirm the admin workflow loads.

Next Steps

• Package docs
• Overview
• Admin guide
• Configuration files: config/capell-experiments.php.
• Troubleshooting
• Screenshot contract
• Marketplace assets
• Capell content language plan
• Capell documentation design system
• Capell and package ERD notes
• Related packages: Campaign Studio, Frontend Optimizer, Html Cache, Form Builder, Insights.
• Focused tests: vendor/bin/pest packages/experiments/tests --configuration=phpunit.xml.