: What is a confidence threshold of 95,0% in Google Analytics Experiments? In Google Analytics Experiments you can Set a confidence threshold 95.0% (or 99,0% or 99,5%). The documentation says:

@Annie201

Confidence threshold (or level) is a statistical term which, in a nut shell, denotes the confidence with which you can say that experiment A is better than experiment B.

It denotes the statistical significance with which you can declare the winner. You can read more about it here - www.stat.yale.edu/Courses/1997-98/101/meancomp.htm
To reach higher confidence level, you need more data and thus google will need more time to reach 99.0% level than it require to reach 90% confidence level and thus they ask this number so they can declare winner when they achieve this confidence level.

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