# Re-randomize on Re-entry

Treasure Data CDP's [Journey Orchestration](/products/customer-data-platform/journey-orchestration) re-randomization assigns a profile to a new variant when the profile re-enters a batch Journey and reaches a configured A/B Test step. This capability helps recurring Journeys refresh Control and Treatment cohorts instead of keeping a profile in the same variant indefinitely. Re-randomization is configured separately for each A/B Test step, so other A/B Test steps in the Journey can continue to use Sticky assignments.

Re-randomization applies only when re-entry is permitted and the profile reaches the configured A/B Test step again. It does not move profiles that are already progressing through the Journey.

## When to Use Re-randomization

Re-randomization is best suited for recurring batch Journeys where refreshing cohort composition matters more than keeping individual profiles in the same variant across cycles.

Use re-randomization when you want to:

- Refresh the composition of Control and Treatment groups in a recurring Journey.
- Give profiles another opportunity to receive a Treatment on a later Journey cycle.
- Prevent a profile from remaining in the same variant indefinitely.
- Reassign profiles across all variants at each eligible re-entry.


Use Sticky assignment instead when profiles must remain in the same variant for the life of the Journey or when you need stable cohorts for winner selection or capped traffic.

## How It Works

Treasure Data CDP Journey Orchestration performs a new variant draw only when a profile is eligible to re-enter and reaches the configured A/B Test step again.

1. A profile meets the Journey’s entry criteria.
2. The profile reaches the A/B Test step and is assigned to a configured variant.
3. The profile exits or completes the Journey according to the Journey’s configured logic.
4. The profile becomes eligible to re-enter.
5. The profile reaches the same A/B Test step again.
6. Journey Orchestration performs a new assignment across all variants when **Re-randomize on re-entry** is enabled.


A new assignment is not guaranteed to be different from the previous assignment. For example, a profile assigned to Control in one cycle may receive Treatment in the next cycle, or may receive Control again by chance.

## Prerequisites

Before enabling re-randomization, verify the following:

- The Journey is a **Batch** Journey.
- The Journey’s re-entry setting allows profiles to return for the intended number of cycles.
- The Journey has exit, goal, suppression, or completion logic that releases profiles for re-entry as intended.
- A stable and unique profile identifier is available, such as `cdp_customer_id`.
- Cooldown, suppression, and frequency rules prevent excessive or conflicting communications.
- The A/B Test step does not use **Profile Cap** or **Declare Winner**.


## Configure Re-randomization

Use the following steps to configure re-randomization for an A/B Test step in Treasure Data CDP Journey Orchestration.

### Open the A/B Test

1. Open Treasure Console.
2. Navigate to **Audience Studio**.
3. Select the parent segment and open a batch Journey, or [create a batch Journey](/products/customer-data-platform/journey-orchestration/batch/creating-a-batch-journey).
4. Open the Journey in draft mode.
5. Select the A/B Test step, or [create an A/B Test](/ja/products/customer-data-platform/journey-orchestration/batch/ab-test/creating-an-a-b-test).


### Set the Assignment Behavior

1. Specify a stable **Unique ID Field** for the assignment, if one is not already configured.
2. Define the variants and their allocation percentages.
3. Select **Re-randomize on re-entry** as the assignment behavior.
4. Connect each variant to the appropriate downstream action or activation.
5. Save the A/B Test.
6. Verify that the selected assignment behavior is displayed.


![A/B Test configuration showing Re-randomize on re-entry selected, with a 20% / 20% / 60% variant split](/assets/re-randomize-on-re-entry-a-b-test-settings.c83557d2cf76d7ef6f1a77edf39ac3701abc93eb9edeb5677a49b17813675540.9e7171ae.webp)

Variant percentages define assignment probabilities rather than fixed quotas. For example, a 20% / 20% / 60% split can produce different observed counts in each Journey cycle, especially with a smaller audience.

## Assignment Behavior

Treasure Data CDP Journey Orchestration supports two assignment behaviors for A/B Test steps: Sticky and Re-randomize on re-entry. Sticky preserves a profile's existing variant, while re-randomization performs a new draw across all configured variants on each eligible re-entry.

| Assignment behavior | First entry | Later eligible re-entry |
|  --- | --- | --- |
| Sticky | Assigns the profile to a variant | Keeps the profile in the previously assigned variant |
| Re-randomize on re-entry | Assigns the profile to a variant | Performs a new draw across all configured variants |


Re-randomization is full re-randomization. Control participates in the new draw; the capability is not limited to refreshing the Control group.

## Limitations

Treasure Data CDP Journey Orchestration supports re-randomization only for batch Journeys. Profiles already progressing through a Journey are not reassigned mid-Journey.

- Profile Cap is not supported on a re-randomized A/B Test step.
- Declare Winner is not supported on a re-randomized A/B Test step.
- Re-randomization does not provide a calendar-based reset policy; use the Journey’s re-entry cadence or a separate scheduling design when calendar boundaries are required.
- Existing Sticky A/B Test steps remain Sticky unless they are configured separately.


A profile can receive a different Treatment or offer on a later cycle. Add appropriate suppression, cooldown, and frequency controls before using re-randomization with customer-facing activations.

## Validate Before Launch

Validate re-randomization with a non-customer-facing observation activation before enabling customer-facing activations.

1. Test with a non-customer-facing observation activation.
2. Run at least two eligible Journey cycles.
3. Confirm that the profile reaches the A/B Test step again after re-entry.
4. Compare assignments using the stable profile identifier.
5. Confirm that profiles already in the Journey are not moved mid-Journey.
6. Review variant counts by cycle; do not expect exact percentages in every cycle.
7. Confirm suppression and cooldown behavior before enabling customer-facing activations.


If **Re-randomize on re-entry** is not available in the A/B Test configuration, contact Treasure AI to request enablement for the relevant account and environment.

## Related Pages

- [About A/B Testing](/ja/products/customer-data-platform/journey-orchestration/batch/ab-test/about-a-b-testing)
- [Creating an A/B Test](/ja/products/customer-data-platform/journey-orchestration/batch/ab-test/creating-an-a-b-test)
- [Defining Profile Re-entry Criteria](/products/customer-data-platform/journey-orchestration/batch/defining-profile-re-entry-criteria)
- [Creating a Batch Journey](/products/customer-data-platform/journey-orchestration/batch/creating-a-batch-journey)
- [Creating a Batch Journey Activation](/products/customer-data-platform/journey-orchestration/batch/creating-a-batch-journey-activation)