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Overview
The VWO test campaign Reports dashboard provides detailed insights about how your test variations are performing. It 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.
Each test report compares your test variations against the control. It highlights the primary metric (the main goal of the test), any secondary metrics, and the statistical indicators used to evaluate performance.
For example, you added a Request Demo button to your blog and are unsure if a fixed or sticky CTA will work better. So, you run an A/B test in VWO. The Reports tab helps you quickly understand what’s working, compares all your test variations, and finds the winning version.
Access a Campaign Report
To access a campaign report:
- Log in to your VWO account.
- On the left panel, navigate to Testing and select the campaign type. For example, A/B.
The A/B Tests dashboard appears and, by default, displays a list of all Running campaigns.
Note:- To view campaigns in other states, such as Draft, Paused, Archived, or Trashed, use the filter options available in the right-hand panel.
- The Reports tab is enabled for a campaign only after it is started. It remains disabled for campaigns that are still in the Draft stage.
- Select the campaign for which you want to view the report. If you select any campaign (except the ones in the Draft state), you are taken directly to the Reports tab of the campaign.
The main objective of your campaign is to derive meaningful insights from it and apply them to improve your website conversion rate. The test campaign report helps you validate the hypothesis you test and better understand your website's visitor behavior.
Navigate the Reports Dashboard
The sections below describe each component of the VWO test Reports dashboard. Use this information as a functional reference to understand what each element displays, how it supports test analysis, and how to act on the insights.
Campaign Overview Panel
At the top of the report, you’ll see the campaign name (e.g., VWO Pricing Page Revamp) and the test’s current status, such as Running, Paused, or Archived.
Use the following controls to take the respective action on the campaign:
| Archive | Only a user with Owner, Admin, or the Publish role has access to perform this action. Archiving a test removes it from the A/B test dashboard, but you can still access it from the archived list. |
| Send the report link to contacts directly from the campaign. | |
| Clone | Reuse the campaign setup for a new test. |
| Timeline | Open the campaign’s Activity Timeline, which is the audit log and collaboration hub for the campaign. It tracks every change, comment, and approval chronologically, keeping your entire team informed and aligned. Use the Activity Timeline view to verify when a variation was published or somebody edited a metric. |
From here, you can also switch between three main tabs in your campaign:
| Tab | Purpose |
| Configuration |
Set up your test goals, targeting rules, variations, and traffic allocation. For more information, see How to Create an A/B Test in VWO? |
| Review | Preview how each variation looks and validate targeting before launching. |
| Reports |
Monitor performance, track conversion metrics, and analyze results once the test is live. For more information on how to retrieve insights from the reports, see Understanding the Reports Table. |
Metrics Summary Panel
This section lists all metrics the campaign tracks. Click each metric to view its performance in the report table.
| Primary Metric | This is the key metric the test is designed to improve. For example, Primary Conversion Metric. |
| Secondary Metrics | Displayed below the Primary Metric for additional insights. For example, Revenue Metric - Add to cart, Form Submission Metric. |
| Compare |
Lets you compare the performance of metrics across variations. Select multiple primary and secondary metrics to see how each variation performed against them. The comparison view opens in a tabular format, allowing side-by-side evaluation of:
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Comparison Mode in Reports
Click x to exit from the comparison view.
Report Filters Panel
Use filters to discover how different segments are responding to variations. This section features post-segmentation filters that you can use to filter your report based on dates, specific segments, and visitor dimensions. Click on each filter to configure them.
For more information, see Filter Your Report Data.
Report Header
This section features the label and the name of the metric for which the report is displayed. It also provides advanced controls that help you delve deeper into the campaign report.
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The In-depth data review toggle switch, when turned on, will reveal the breakdown of the data factoring in the Probability of Better column. For more information, see Delve Into Detailed Campaign Data With In-Depth Data Review. |
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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. For more information, see Keep Your Campaigns Healthy With Experiment Vitals. |
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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. |
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This is the Refresh option that, upon clicking, updates the data to the current state. |
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The View Settings option allows you to customize the appearance and layout of your report table and graphs. For more information, see Tailor the Look of Your Report. |
Report Table and Decision Engine
The Report Table presents the numerical and statistical values of the variations' performance for the selected test metric.
It presents the data 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
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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. |
Statistical significance helps determine whether the observed improvement in a metric is genuinely due to an actual difference or just a result of random chance. Understanding this principle is crucial to making informed decisions while A/B testing. For more information, see Understanding Your Campaign Report, which explains The Five Levels of Statistical Inference.
The Decision Engine highlights winning variations. 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
For more information, see:
- Monitor Your Experiment Using the Campaign Progress Indicator
- Make Informed Decisions From Your Campaign Results
Graphs and Visualizations
Interactive graphs include:
- Date Range Graph
- Expected Conversion Rate
- Expected Improvement Graph
These help validate the stability and timing of test outcomes visually.
Date Range Graph
Visualize expected conversion rate, conversions, visitors, or revenue per visitor data over time.
Expected Conversion Rate
The Expected Conversion Rate curve represents a specific variation's expected conversion rate. The value marked on the curve represents the most probable metric value you can expect to achieve after deployment.
Expected Improvement Graph
Represents a specific variation's expected improvement over the baseline. The value marked on the curve represents the most probable improvement you can expect to achieve after deployment.
For more information, see Leverage Graphs to Analyze Your Campaign Report.
Campaign Session Recordings
If Session Recordings are enabled, you’ll see direct links to relevant user sessions from the report. This lets you watch how users interacted with your control or variations by spotting friction points, navigation patterns, or unexpected behaviors in real time.
For more information, see Understand Campaign Reports Through Integrated Session Recordings.
Campaign Heatmaps
If Heatmaps are enabled, you’ll see a direct link to relevant heatmap data from the report. This allows you to understand user behavior, such as scroll depth or click activity, alongside test results.
For more information, see Understand Campaign Reports Through Integrated Heatmaps.
Advanced Controls & Export and Sharing Options
Use the following features to ensure transparency and share insights with internal teams or clients.
| Flush Data | Reset collected data before live analysis. |
| Download CSV | Export detailed report data for offline analysis or dashboards. |
| Generate a printable summary view of the test results. | |
| Delete | Permanently delete the campaign if no longer needed. |
Customize the Report Display
You can configure the report's design and layout to suit your preferences or requirements, and read it more effectively. For more information, see Tailor the Look of Your Report.
Need more help?
For further assistance or more information, see our Enhanced Reports section or contact VWO Support.