👉 Reporting - Test campaigns

📖 Definition

Reporting enables you to find information on your campaign performances divided by goal. 
Reporting displays the campaign results in a clear and visual way for easy reading and interpretation. Data representation takes on various forms and color codes enable you to quickly identify the best-performing variations. 
The goals shown in the reporting are those chosen during the goal configuration step.

⚙️ Functioning

General information

Reporting enables you to perform the following actions:

• Play or pause your campaign
• Edit your campaign
• Delete Data (if no more than 1,000 visits)
• View hits in real time
• Filter your data
• Switch the baseline: by default, results are calculated based on the original version of the campaign, but you can change the reference variation by selecting the one that interests you.
• Export data as a CSV file received by email. This method is valid once a day, for transaction indicators, Action Tracking and Page Tracking.
• Add goals (if the campaign is live, data is not retroactive).

 It also displays 2 information cards:

• The unique visitors card, displaying the number of unique visitors who have been assigned to the campaign. 
• The days of activity card, displaying the number of days the campaign has been running.

AB Tasty NPS and Microsoft Clarity insights (Heatmap and Session recording) are accessible from the reporting as tabs. To use Clarity’s insights, you need to have configured its integration with AB Tasty.

Results by Goal 

The campaign results are based on the goals you configured during the goal configuration step. If you haven't configured any goals, none will be displayed in the reporting.
The primary goal is displayed first, as it serves as a point of reference for the entire campaign, followed by the secondary goal(s).

⭐ Good to know

Before analyzing your campaign results, ensure that campaign readiness is reached (calculated based on the primary goal), that is to say you have:

• recorded at least 5,000 unique visitors per variation;
• let the test run for at least 14 days (two business cycles);
• reached 300 conversions per variation on the main goal.

These rules may vary according to your industry.

Metrics and tabs displayed depend on the type of goal:

🎯 Type of goal	📊 Tabs
Transaction	OVERVIEW Transaction data such as the transaction rate or revenue. When hovering on each transaction data column, statistical data is displayed.	DATA TABLE Raw data such as the number of unique transactions or sessions.
Other goals (Action tracking, Page tracking, Custom Tracking, Browsing metrics)	TEST RESULTS Data such as the conversion rate or growth.	STATISTIC VIEW Advanced statistics such as chances of winning and confidence intervals.
Page tracking	TEST RESULTS

A graphical (Graph) representation of the data is also available for all goals except for browsing metrics (Bounce rate, Revisit rate, Pages per session).

⭐ Good to know

Action tracking and Page tracking benefit from a visitor (data based on the unique visitor) and a session (results or average results based on the session) view.

Decision support

Once campaign readiness is reached, the best-performing variation is displayed in green. The 2 main metrics that help you make a decision are the following:

• The chance to win indicator, which represents the chances of the considered variation performing better than the reference variation.

• The confidence interval, which enables you to manage uncertainty related to conversion rate measurements. It indicates what you may really hope to gain by replacing one variation with another and is based on the Bayesian approach.

Data update

Data update rules in the reporting of your campaigns are as follows:

Campaign has been live for...	Reporting data is updated...
Up to 12 hours or 1,000 unique visitors (Real-time reporting)	Every 5 minutes
Up to 72 hours	Every hour
4 to 7 days	Every 4 hours
8 to 14 days	Every 8 hours
15 to 30 days	Every 24 hours
31 days to 60 days	Every 48 hours
61 days and more	Every 168 hours (1 week)

NB : Any live report that would not have been open for 30 days is not updated anymore until the dedicated report is loaded again.

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