Metrics 3. Telemetry Loss Bias 4. Assuming Underpowered Metrics had no Change 5. Claiming Success with a Borderline P-value 6. Continuous Monitoring and Early Stopping 7. Assuming the Metric Movement is Homogeneous 8. Segment Interpretation 9. Impact of Outliers 10.Novelty and Primacy Effects 11.Incomplete Funnel Metrics 12.Failure to Apply Twyman's Law