What is meant by "Traffic Allocation" in Adobe Target?

Traffic allocation in Adobe Target refers to the percentage of users routed to test variations. This is a critical aspect of A/B testing and multivariate testing, as it determines how users are divided among different experiences or variations being tested. By setting specific traffic allocation percentages, marketers and testers can control how many users see each variant of a web page or experience, which is essential for accurately measuring performance and drawing reliable conclusions from the data collected.

For example, if you allocate 70% of your traffic to the control version of a webpage and 30% to a new variant, you can analyze how the variant performs compared to the control under real-world conditions. This ensures that the testing results are representative of actual user interactions and helps in making informed decisions about website changes or optimizations.

Understanding traffic allocation is crucial for achieving statistically significant results and ensures that the test will yield insights that can guide future marketing strategies or user experience improvements.