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Adobe Target - Confidence - 99% - Clarification


Level 4

Hi Experts,

Newbie here in Target :-).

We have setup a A/B campaign.

The experience seems to work. Nevertheless, there is one curious number, the confident rate one. After a day we got over 99% of confidence while the traffic on this website is not high enough to generate this kind of confident rate after a day. (refer attached screenshot)

I've gone through Adobe Target documentation but I'm not able to follow the concepts.

Adobe Link - Average Lift, Lift Bounds, and Confidence Interval

Please help.



Adobe Target - Confidence.PNG

4 Replies


Community Advisor

Regardless of what Confidence Level is after a day, consider to continue the test for at least a full week.

I wonder why the Orders metric indicates 0.12 and 0.05 (I would expect these numbers percent-formatted)? Does 1504 stand for the total number of orders?

Can you share the full screenshot?


Level 4

Thank you


Community Advisor

Thanks for sharing. Now it's clear that 0.13 and 0.05 are 13% and 5% conversion rates. Pay attention to the date range, it indicates a month not a day mentioned in the initial question.



prathiv23​ Also when running A/B tests and reading confidence values there are some things you should keep in mind. Always use sample size calculator to determine how long you should run the test before looking at the data. Here are some resources that should be helpful.

Nine common A/B testing pitfalls and how to avoid them

How long should you run an A/B test?