How does A4T handle confidence calculations?
Answer
Adobe Analytics treats all metrics as non-binary, and therefore, computes confidence/p-values in a manner that is different to the use of binary metrics in a regular t-test. Specifically, the calculations used by A4T allow for each user to have a continuous metric outcome (not just 1 or 0 for each user), so that the variance (or relatedly, the standard deviation) for each experience must be calculated appropriately. Extreme orders are not considered. Also, the confidence calculation does not apply a Bonferroni correction for multiple offers.
Do lift and confidence work in Ad Hoc and Report Builder? If it’s not native, can I do it in there myself?
Answer
Lift and confidence do not work in Ad Hoc or Report Builder, and cannot be calculated yourself for continuous variables. It is possible to calculate it manually for binary metrics.
Previous pageRedirect offers - A4T FAQ
Next pageMetric definitions - A4T FAQ
Adobe Target Maturity Webinar Series
Adobe Customer Success Webinars
Tuesday, Feb 4, 4:00 PM UTC
Adobe Target innovations, including GenAI, and best practices on AI-powered personalization and experimentation at scale.
Register