What does Target use to calculate lift in revenue when "Show estimated lift in revenue" is enabled?

The correct answer is Revenue Per Visitor because Adobe Target uses this metric to measure the effectiveness of experiments in terms of monetary impact. When "Show estimated lift in revenue" is enabled, the platform looks at how much revenue is generated per visitor for each variation being tested. By calculating the differences in this value between the control group and the variations, Target can estimate the lift in revenue attributed to changes made in the experiment.

This metric is particularly insightful as it accounts for both the average order value and the visitor traffic to provide a clearer picture of how well a particular variation is performing in generating revenue. Overall, Revenue Per Visitor serves as a critical indicator for evaluating the financial success of different strategies within Adobe Target, allowing marketers to make data-driven decisions.