dwyl / dwyl/learn-google-optimize
Multi-arm bandit no longer applies
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Description
I'm removing the text about the multi-armed bandit because Optimize doesn't include it. However, I did find mention of there being an Optimize version in the pipeline so I'll leave the old text here for future us:
+ **Watch out for the [multi-armed bandit](https://support.google.com/analytics/answer/2844870?hl=en&ref_topic=1745207)**!
This option is _on_ by default but you can **switch it off** in CE by ensuring `'Distribute traffic evenly across all variations'` is switched on in the Advanced options

+ The _multi-armed bandit_ is a method that CE uses, which looks at your experiment twice a day and **redirects a slightly greater proportion of your traffic** to the variation that appears to be more successful
+ In theory, this provides you with a more successful overall experiment because you don't have to 'wait until the end of the experiment' to implement your winning strategy
+ There are [many critics of this algorithm](https://brianclifton.com/blog/2013/09/24/google-content-experiments/) as it can lead to skewed results if the data is not analysed correctly
+ But there are also some companies that have [built their business on this model](https://mynaweb.com/) as it can also be an efficient testing tool
+ We **recommend you switch this off if this is your first experiment** so you can get a cleaner feel for the results, but don't forget to play with it later on!
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