Control Assignment in Activities

[JyotiSharmaV]

This is very different in every activity but I would like to understand how control defines in various activities that are possible in Target.

I have an experience targeting activity running for 5 experiences and my Experience A is showing up as CONTROL in the report however the conversion rate of EXP B is better than EXP A then how does this Control thing go to EXP A?

[PratheepArunRaj · Accepted solution]

Dear @JyotiSharmaV ,

'Control' is nothing but your 'Default' Experience.

For A/B testing, the Average Lift and the Confidence Level of your Experiences are always compared against your 'Default' (Control) experience. For example, if you have 5 experiences (1 control (A) + 4 experiences (B, C, D, E)), then four comparisons are done for Control to B, Control to C, Control to D, and Control to E.

Check out the A/B Testing computation logic from Adobe's Document.

Thank You, Pratheep Arun Raj B (Arun) | NextRow Digital | Terryn Winter Analytics

[JyotiSharmaV]

That's what I have been wondering in experience targeting as well. thanks