How revenue attribution works (holdout)

Each property keeps a control group (Settings → Holdout %, default 10%) of identified shoppers who are never delivered. Revenue is reported as lift: revenue per treated contact minus revenue per holdout contact, times treated contacts. The naive number (every later order from any touched contact) is shown next to it so you can see the difference. Orders arrive from the tag's dz('order', …) call or your ESP's order events.