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In this article, you’ll learn the following: |
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 two sections:
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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.
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 | |
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This section displays the Statistical Configuration for your campaign:
VWO pre-configures default statistical settings for all new campaigns, including a correction factor. Adjust these parameters carefully to align with your experimentation goals |
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| 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
| Unique conversions/ Visitors | Shows the number of unique conversions (Successes) that happened with the number of visitors without counting repeated conversions from the same visitor |
| Expected conversion rate | Shows the statistically expected conversion rate (Success rate) for all variations, indicating the anticipated conversion rate in the future based on collected data |
For continuous metrics
| Total value Unique conversions/ Visitors |
Shows the sum of the metric value for each visitor, the number of unique conversions (Successes) that happened with the number of visitors without counting repeated conversions from the same visitor |
| Expected value per visitor | Shows the statistically expected metric value per visitor for all variations, indicating the anticipated expected metric rate in the future based on collected data |
Common Parameters
| Expected Improvement | Shows the statistically expected improvement in a variation compared to the baseline, with intervals indicating the potential range of improvement that narrows down as more data is collected |
| Probability of Better | Shows the probability that a given variation provides an improvement over the baseline. Once this probability exceeds the defined threshold, a decision (whether to roll out a variation or exclude a variation from the campaign) is made. This value serves as the primary indicator of statistical significance in your test. We highly recommend considering a variation to be better and worse than the baseline only if this value crosses the desired thresholds |
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.