Why server-side A/B testing beats client-side every time

Client-side experiments are easy to ship but fragile: users with blockers never enter the test, flicker undermines trust, and holdouts are biased toward permissive browsers.

When the experiment touches revenue or compliance, those gaps stop being acceptable.

Assignment happens where your product logic already runs. Everyone who hits your app can be bucketed consistently, and you can log assignments alongside consent state.

You trade a bit of implementation work for experiments that match production traffic — not a subset of it.

Keep variants few and measurable. Instrument primary and guardrail metrics before you launch so you are not debating what success means after the fact.

Intently runs alongside your stack so behavioural data used to analyse experiments is collected the same way as the rest of your intent intelligence — no parallel tracking system.