Cohen’s d expresses the difference between two group means in standard-deviation units. It is an effect-size measure: it helps assess the magnitude of a difference, rather than only whether a statistical test finds one. section 4.2.1
With large samples, parametric tests can find statistically significant differences between nearly identical means. Cohen’s d offers a magnitude check that is not affected by sample size. Pair it with a minimum difference that matters in the domain, rather than treating significance alone as a recommendation. section 4.2.1
Deciding what matters
An average test-score difference of 0.5% may not matter, while a 0.2% increase in conversion rate could have meaningful revenue implications. Effect size informs that discussion; domain knowledge and a confidence interval help assess the difference against a chosen threshold. section 4.2.1

