By analyzing A/B Tests with Adobe Analytics "Target Lift and Confidence" Report there ist the oppurtunity to switch the normalizing metric from unique visitor to visits and impression. In which case it is recommended to switch to visits from the default unique visitor?
In our current case there is almost no confidence by unique visitor, but 85% with visits. (I now still not 95%)
We typically like to evaluate A/B tests based on visitor, since we are often personalizing towards the unique visitor rather than a particular visit for that visitor. in some cases, where the content is personalized or changing between number of visits, we could switch the metric to visit, but the ultimate goal is still to target the unique visitor
Thanks & Regards