Online experimentation platforms abstract away many of the details of experimental design, ensuring experimenters do not have to worry about sampling, randomisation, subject tracking, data collection, metric definition and interpretation of results. The recent success and rapid adoption of these platforms in the industry might in part be attributed to the ease-of-use these abstractions provide. Previous authors have pointed out there are common pitfalls to avoid when running controlled experiments on the web and emphasised the need for experts familiar with the entire software stack to be involved in the process. In this paper, we argue that these pitfalls and the need to understand the underlying complexity are not the result of shortcomings specific to existing platforms which might be solved by better platform design. We postulate that they are a direct consequence of what is commonly referred to as the law of leaky abstractions. That is, it is an inherent feature of any software platform that details of its implementation leak to the surface, and that in certain situations, the platforms consumers necessarily need to understand details of underlying systems in order to make proficient use of it. We present several examples of this concept, including examples from literature, and suggest some possible mitigation strategies that can be employed to reduce the impact of abstraction leakage. The conceptual framework put forward in this paper allows us to explicitly categorize experimentation pitfalls in terms of which specific abstraction is leaking, thereby aiding implementers and users of these platforms to better understand and tackle the challenges they face.
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