Adobe target visitor profile expiration - A/B test results

[#1]

Have a similar question so won't start a new thread. 

We're in a similar situation here. The conversion cycle tends to be longer than 14 days. For most of our A/B test or MVT, they tend to run for at least 45-60 days before reaching confidence. Say if we keep the default setting - 14 days for Adobe Target visitor profile, does that mean:

A visitor previously exposed to the control experience could be captured under experience B if this person visited the testing page again after the initial 14 days? This could skew our testing results significantly so just want to ask. Any help is appreciated.

[#2 · Accepted solution]

lij85807597​,

Your assessment is accurate. If visitor cookie expiration is set to default 14 days on day 15 the visitor cookie is expired and the visitor is considered new and has the ability to re-qualify into whatever activity experience just like they did on day 1.

Per: Visitor profile lifetime you might want to have a supported user reach out to Target ClientCare team via ttclientcare@adobe.com or 1 (800) 497-0335 and request that the cookie expiration is increased to the max: 90 days.

Mihnea Docea  | Technical Support Rep, Customer Care | Customer & Employee Experience | Adobe | (:: 1 (800) 497-0335​

[#3]

lij85807597​,

I believe the default setting is probably closer to what most people need. Based on some digging online most people seem to agree that 2 weeks is sufficient. (https://www.clickinsight.ca/blog/ab-testing-how-long-should-my-test-run) However if you would like to increase this support can do this at your request.

Mihnea Docea  | Technical Support Rep, Customer Care | Customer & Employee Experience | Adobe | (:: 1 (800) 497-0335​

[#4]

Much appreciated for your response Mihnea. I'll take a good at the article you shared.

[#5]

Thanks Mike. Appreciated your response.

Knowing that ideally we would keep visitors in the same experience from the initial touchpoint they had with the testing page.

Is there any specific reason that Target keeps it as 14days by default? Wondering if there's such an industry standard that defines if a visitor hasn't come to your page in the next 14 days, this visitors shows very little intention of buying as well.