[teej]

I recommend “Trustworthy Online Controlled Experiments”. If you’re only going to read one book about it, it should be this one. It will walk you through why we experiment, how it’s typically done, and how to use them to improve your decision making.

[e10v_me]

Agree. I also suggest looking at Alex Deng's unfinished book on causal inference and, particularly, A/B testing: https://alexdeng.github.io/causal/

Alex Deng worked with Ron Kohavi at Microsoft Analysis and Experimentation Team and co-autored many important papers on the topic, including paper about CUPED.