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A4T panel - where to look for Lift/Conversion metric


Level 2

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) row

Lift: -12.98%
Confidence: 74.82%  


Thank you for your help!



1 Reply


Level 2
Got that worked out, that the latter (-12.98% / 74.82%) would be where we should look for. A bit confusing that there should be activity level value (aggregate?) for those metrics, if they are not relevant.