Know the Components of Your Campaign Report

Overview

Your VWO report data is laid out in a format that streamlines your analysis and enhances decision-making. Each section is designed to provide clear, actionable insights, from filtering options to detailed statistical breakdowns. This structured approach ensures you can efficiently interpret data, track performance, and make informed decisions to optimize your campaigns.

To access your test campaign report, from the main menu, go to the respective campaign for which you want to view the report and click the Reports tab.

The Reports tab features three sections:

• Metrics - Features the list of metrics configured for the campaign. Select the metric whose report you want to analyze.
  You can also compare the report of any two metrics by clicking on Compare and selecting the required metrics. This displays the report table of two or more metrics stacked up for a quicker comparison.
• Heatmaps - Allows you to view the intensity of the visitors’ interaction for the given area on your webpage that is part of your campaign. It displays the density of clicks, count of clicks, scrolls, comparison of insights among selected areas on a webpage, and clicks on specific elements on a webpage. To know more, refer to this article.
• Experiment Vitals - Experiment Vitals allow you to keep track of essential campaign checkpoints that ensure the accuracy and reliability of experiments. They act as checks and balances to maintain the integrity of a campaign, helping users identify potential issues early on. VWO allows you to track the following experiment vitals for your campaigns:
  • Data Tracking
  • Conversion Tracking
  • Minimum Runtime Alert
  • Guardrail Checks
  • Experimentation Conduct
  • Sample Ratio Mismatch

To learn more about each experiment vital, refer to the campaign specific checks.

Upon selecting the required metric, you’ll be able to view the corresponding report, which includes the following components:

Filters

Features filters post-segmentation to filter your report data based on dates, specific segments, and visitor dimensions. 

Click on each of the filters to configure them. To learn more about these filters, click here.

Report Header

This section features the label and the name of the metric for which the report is displayed. Along with it, it also hosts the following UI elements:

	The In-depth data review toggle switch, when turned ON, will reveal the breakdown of the data factoring in the Probability of Better column. Learn more
	This section highlights the Experiment Vitals, essential for accurate test results. When parameters are set correctly, the icon glows green; otherwise, it glows red with the number of breached vitals, allowing you to review lapsed parameters
	This section displays the Statistical Configuration for your campaign: Statistical Parameters: These include MDE, ROPE, Statistical Power, and False Positive Rate, which affect the accuracy and duration of your test campaign.  Statistical Corrections: VWO applies a correction factor to address minor errors in statistical calculations. You can choose Sequential Testing or Bonferroni correction during campaign setup. VWO pre-configures default statistical settings for all new campaigns, including a correction factor. Adjust these parameters carefully to align with your experimentation goals
	This displays the Learnings from the report. Create a Learning by clicking the icon and selecting the Add new learning option
	This is the Refresh option that, upon clicking, updates the data to the current state
	The View Settings option allows you to customize the appearance and layout of your report table and graphs

Report Status Display

This section features the status of the data collection and critical announcements pertaining to the variations’ performance, recommendations, and the final date when the campaign results are expected. 

It also hosts the campaign progress indicator that provides a condensed overview of the entire campaign journey, including current status and notable historical moments. It offers a quick, overall view with the following data:

• Time of duration calculation for your campaign
• Decision timestamps for individual variations
• Final campaign decision

Report Table

The report table presents the numerical values of the performances of the variations for the given test metric through the following parameters:

For binary metrics

For continuous metrics

Common Parameters

Report Graph

Your variations’ performances are represented through Date Range and Probability Density graphs, which allow you to view daily and cumulative metrics, add annotations, and analyze the probability of a variation being the best performer.

To better understand your report graphs, refer to this article.