Adobe Target A/B testing not split equal

[Arnab3]

Hi,

We've had an A/B test with 1 variant running at Manual (50:50) traffic split for the last 7 days. However we're seeing more of a 65% 37% split in Visit and for unique visitor it is coming 64% 42%. Is there any reason for the test not being closer to 50%:50%?

We are using Manual Splitting in Target.

[ambikaTewari_ATCI]

Hi @Arnab3  how is the traffic on the page where activity is defined.

Usualy if traffic is less then AB test takes longer time to normalize the split.

[Gaurav_Singh · Accepted solution]

@Arnab3 In AB test , the traffic distribution is random in beginning which means even-if you have set the  traffic distribution to 50/50 , still you may see 20/30 , 60/40 split in initial days . Although later with the increased traffic the numbers would move towards the allotted traffic split. 

There are few factors that could cause this discrepancy : 

1. Traffic on the activity qualification page.

2. Reporting source (Target or Analytics) : In these cases , unstitched hits may lead to variance in reporting numbers.

3. Modification in Activity setup : Scenario's wherein the traffic distribution was initially set to 40/60 but after few days of activity being live , the distribution was changed to 50/50.

Hope the details above are helpful.