This release introduces holdout groups, a way to quantify the impact a campaign and its experiment variations have on purchase and conversion rates.
A holdout group, created as part of an experiment prevents a subset of a campaign's audience from receiving it.
However, Iterable still tracks the conversion rates for your holdout group, which allows you to compare its performance with your campaign's performance. This can give you a more accurate understanding of your campaign's impact on conversion rates.
To learn more, read Holdout Groups.
If you have questions about holdout groups, talk with your Iterable customer success manager.