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It may be such a basic question but there has been a few different interpretation of this, so can you please help clarify.
When we look at A/B test report generated through A4T panel, like the example on the documentation:
Lift (Mid point), -1.78%
Confidence, 46.27% Or, are we supposed to read the Experience A (not control) rowLift: -12.98%Confidence: 74.82%
Thank you for your help!