What information is displayed in the Confidence column?

The Confidence column in Adobe Target displays the probability of a winning experience within a 1% margin of error. This metric is crucial for understanding the reliability of the experiment results. When a test is running, Adobe Target calculates the likelihood that the variation being tested will outperform others by a statistically significant margin. A 1% margin of error suggests a high level of certainty that the winning experience has a true superior performance compared to other variations.

This confidence level helps marketers and analysts make informed decisions based on the statistical significance of their A/B tests or multivariate tests. It ensures that the changes implemented based on test results are likely to yield the desired outcomes, thereby optimizing conversion rates effectively while minimizing the risk of poor decisions based on inconclusive data.