Audience targeting limits an experiment to shoppers who match selected conditions, such as device, country, or new versus returning status.
Target a reason, not a convenient segment
Use mobile targeting when the hypothesis is about small-screen behavior, or country targeting when shipping, language, currency, or merchandising differs.
Keep the audience large enough
Narrow segments reduce eligible traffic and increase uncertainty. Prioritize segments where a differentiated experience could justify the longer runtime.
Do not compare unlike groups
The test should compare control and variant inside the same eligible audience. A mobile result and a desktop result are not interchangeable.
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