Question

Adobe Target: Impact of Ending and Restarting an A/B/C Test on Visitor Allocations

Forum|Forum|5 months ago
September 4, 2025
1 reply
818 views

What happens in Adobe Target if I end an A/B/C test and later restart it? Will visitor allocations remain the same, or is it possible that someone who originally saw Banner A in the first run could be reassigned to Banner B or C once the test is restarted?

C

chris-luckett

Level 2

My understanding is that if a test is paused and subsequently put Live again, as long as the visitor is returning on the same device (and hasn't cleared their cookies), they will re-enter the same test experience.

The downside to pausing an A/B test is that any visitors who return to the site whilst the A/B test is paused will not enter the test and any conversions they make will not be included in your test data, potentially skewing your results.

K

KUNALCAuthor

Hi Chris,

Thanks for your reply. Really appreciate it!

Quick clarification - Is that the same case when the activity came to an end and is resumed again lets say after 14 days? Will old visitors still get the same experience, that they originally saw while the test was live initially. Just wanted to understand the difference between "pause and start" & "end and resume". If that is clear

Regards,

Kunal

C

chris-luckett

Level 2

Hi Kunal,

That depends on what Profile Lifetime you have set up - I believe it's 2 weeks by default (but can be extended to up to 90 days). If set to default and a visitor returns after 2 weeks, they would be considered a new visitor, and eligible to see any experience again.

Thanks,
Chris

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