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We had the same issue. We opted to cookie every visitor a unique id which we then set as the

deviceId

in attributes and used that attribute in our a/b test. But it means the same user can be in different variants if they use another device.

That's a good workaround. Idk if I feel like coding that though 😅 . We're using mixpanel for analysis and they have a

First time ever

filter which works for us, but it's a foot gun to explain the nuances of when you need it when doing cohort analysis