When you look at Campaign Reporting, you can see how your campaigns perform against your chosen Campaign Goal and Intent Metrics.
Campaign Goals
You can set your campaign goal to track either transactions or a custom goal.
For example, if your campaign is designed to capture email sign-ups, you can set your goal to track new sign-ups instead of purchases.
You can learn more about setting up custom goals in our separate guide.
Intent Metrics
Campaign Reporting also shows how users progress through intent levels:
Low Intent; percentage of users who reached Low Intent
Building Intent; percentage of users who reached Building Intent
High Intent; percentage of users who reached High Intent
Reporting on A/B Tests
Reporting on A/B Tests
A/B tests compare a variant (the new version) against a control (the baseline).
You can view results at three levels:
Global Reporting – shows all users who met the campaign’s global rules, across both variant and control groups.
Segment Breakdown – shows performance by segment, comparing the variant to the control within each segment.
Real-Time Overview – shows real-time campaign performance data for the current day
Within the Global Reporting & Segment Breakdown section for an experiment you are able to see;
The number of users within the variant & control
The selected Intent metric
The Intent metric performance change vs the control
Total conversions
Conversion rate
Conversion uplift vs control
Total Revenue
Average Order Value
Probability to beat baseline (when looking at experiments at a Global Reporting level. This baseline can be the control, or another variant and is set in the drop downs)
The data in these sections is available from when the campaign went live till the previous day.
Within the Real-Time Overview, you are able to see the real-time campaign figures for the current day (from 00:00 UTC) both in a table and graph format, and can look at:
Number of users
Total conversions (of both transactions or a custom goal)
Conversion rate
Holdback Group
All Made with Intent campaigns have a holdback group in order to understand the value they are driving for your business.
By default, holdback group data is excluded from the control.
If you want to include it, you can tick ‘Show Holdback Group’ below the date picker.
Reporting on Experiences
Reporting on Experiences
If your campaign isn’t running an A/B test, it will still have experiences and a holdback group.
You can report on these at:
Global Reporting Level – includes all eligible users, including those in the holdback group.
Segment Breakdown Level – shows performance by segment, comparing the experience to the holdback group within each segment
Real-Time Overview – shows real-time campaign performance data for the current day
Within the Global Reporting & Segment Breakdown for an experience you are able to see;
The number of users within the experience & holdback group
The selected Intent metric
The Intent metric performance change vs the holdback (when looking at the breakdown)
Total conversions
Conversion rate
Conversion uplift vs the holdback group (when looking at the breakdown)
Total Revenue
Average Order Value
Probability to beat baseline (when looking at experiments at a Global Reporting level. This baseline can be the holdback group, or another experience and is set in the drop downs)
The data in these sections is available from when the campaign went live till the previous day.
Within the Real-Time Overview, you are able to see the real-time campaign figures for the current day (from 00:00 UTC) both in a table and graph format, and can look at:
Number of users
Total conversions (of both transactions or a custom goal)
Conversion rate
Holdback Group
All Made with Intent campaigns have a holdback group in order to understand the value they are driving for your business.
By default, holdback group data will appear in the campaign results. However you are able to hide this data by unchecking 'Show Holdback Group' the date picker
What does 'Probability to be best' mean?
What does 'Probability to be best' mean?
The Probability of Being Best estimates how likely it is that a given variant, or experience is the top performer among all tested options, including the control.
Rather than just comparing average success rates, it accounts for uncertainty in the data.
This metric is calculated using Bayesian simulation methods.
For each variant, we generate many possible outcomes based on its observed performance. We then measure how often each variant comes out ahead in these simulated scenarios.
If a variant has a Probability of Being Best of 75%, it means that in 75% of the simulations, it performed better than all other variants.
In essence, it answers:
"How confident are we that this variant, or experience, is the overall best?"