👉 Analyzing a filtered reporting

📖 Definition

Filtering your reporting data enables you to get refined results based on certain criteria and thus to go deeper into your campaign analysis.
The AB Tasty reporting lets you easily compare filtered data with non-filtered data, which enables you to make statistically accurate decisions. This concerns all types of goals and metrics.
For more information on the available filters, please refer to Reporting - Filters.

⚙️Configuration

After the application of filters to your reporting, your data may take several seconds to load. The filter button becomes blue and shows the number of active filters.
Here are the reporting tools affected by the addition of one or several filters:

Unique visitors card

The unique visitors card is updated with the following information:

• A blue-striped banner at the left of the card to indicate that filters have been applied to the reporting.
• The number of unique visitors matching the applied filters.
• The percentage these filtered visitors represent compared to the total number of visitors.

Goal results

For each variation of each goal, a filtered line displaying the filtered data is added below the non-filtered data to enable you to compare both data.

Readiness

In addition to goal readiness, meaning the readiness of the non-filtered data, readiness of the filtered data is displayed, to let you know if these data are also ready to be analyzed.
Calculation is the same and based on campaign duration, traffic volumetry and number of conversions.

⭐ Good to know

Readiness of the filtered data may take more time to be reached as the number of visitors meeting the filtered criteria is lower. For example, if you filter your reporting data on mobile visitors, readiness won’t be reached until at least 5,000 unique visitors have seen each variation.

For more information, refer to Understanding reporting readiness.

Graph

The graph that is displayed below the metrics (show graph) only shows the filtered data.

Winning variation

When goal readiness and filtered readiness are reached, the winning variations are highlighted as follows:

• The winning variation of the non-filtered data in green
• The winning variation of the filtered data in blue

🎯Type of goal	📊 Calculation
Transaction goals	It is attributed to the variation that has the best revenue per user (= revenue/unique visitors).
Non-transaction goals	It is attributed to the variation that has the best growth.

At the bottom right of the goal, a legend shows the winning variations and their corresponding colors.

⭐ Good to know

When readiness is not reached yet, no variation is highlighted (and the caption is thus not displayed).

Interpreting filtered data is based on the same principles as when no filters are applied, meaning that your reporting data must be significant, and that you must rely on the confidence interval and chance to win.
Note that the Bounce rate has a reverse logic on performance metrics, meaning that a high growth and chance to win reflect a high bounce rate (visitors leaving the page).
For more information, refer to Reporting - Test campaigns.

⭐ Good to know

When exporting the goal’s data, you will be able to see only the filtered data when selecting the Reporting data option. If you select the Raw data option, only the non-filtered data will be displayed. For more information, refer to Reporting - Exporting data.

💡 Use case

Here is a common case where you may need to filter your reporting data:

Let’s say you implement an A/B test to analyze the performances of a new user flow for all users with no responsive design. Once the test is ready to be analyzed, you notice that one variation is performing better than the other. However, you want to know if this is also the case for mobile users. In this case, you can filter by device > mobile and you will be able to see the parallelized data to compare them.

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