A/B tests often end prematurely, leaving unanswered questions about updates' effects. Holdouts provide continuous insight: keep 5% of users on the original setup while others receive new features, allowing evaluation of long-term impacts. This helps teams prove the true impact of quarterly efforts, reducing uncertainty about experiments' contributions to growth.

🔗 Discover more: https://blog.growthbook.io/holdouts-in-growthbook/
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