After five days of a store listing experiment, one of your variants outperforms the current version. Why should you continue to run your experiment for at least seven days even though you think that you have enough data now?

A store listing experiment should run long enough to capture normal traffic variation across the week. User behavior can differ between weekdays and weekends, so stopping after only a few days can produce misleading results. Google Play recommends running experiments for at least seven days before evaluating the outcome. This gives the store listing experiment more reliable data before applying a winning variant.