How should the analyst interpret bidding based on user value?

An ecommerce brand runs a multi-cell Conversion Lift test.  The brand needs to determine if bidding in the Facebook auction based on user value calculated from its LTV model versus demographic targeting improves performance by 10%. The p-value for the test is calculated as p = 0.95.

How should the analyst interpret bidding based on user value?
A . It cannot be concluded that 95% of the performance increase is due to bidding based on user value.
B . It cannot be concluded that 10% of the performance increase is due to bidding based on user value.
C . Ten percent of the performance increase is due to bidding based on user value.
D . Bidding based on user value is responsible for 95% of the performance increase.

View Answer

Answer: B