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Hi @rohitcts,
basically control group should be used in almost every campaign. They enable us to show you whether or not a message drove an increase (or decrease) in user engagement, revenue, or conversion. Only two cases when you should avoid control group is:
- Urgent Notifications – There are certain notifications that you want to make sure get to every user. For example, if you’ve discovered a bug and need users to update to a new version of your app, that is a situation where you shouldn’t use a control group.
- Very Small Audiences – When you have an audience that is only a few hundred people, then the control group won’t be big enough to be statistically significant. In other words, you won’t be able to trust that the control group will accurately show you how the audience would behave if they didn’t receive a message.
Regards,
Milan