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Reports Page and KPIs

General Reports Page

1. Revenue Attribution Summary

This is where you can understand how much revenue is attributed to the overall experiences.

  1. Revenue through experience

    The total revenue of all purchases made after viewing an experience. Purchases are only counted if they occur after a user viewed an experience.

  2. Assisted revenue

    Revenue generated from products bought after clicking on a recommended item and buying any product within the session.

  3. Direct revenue

    Revenue generated from products bought after clicking on a recommended item and buying that item (or items from its group ID) within a 30-day window.

2. Trendline

In this section, you can observe the trend line of your attributed revenue over time.



3. Table

In this section, you can observe how much assisted revenue and orders each one of your experiences brought.

  • The default time window is "last 30 days", but you can easily adjust that by clicking on the date selector at the top of the page.

Experience Reports Page

This section allows you to compare your published experiences with the control and review key metrics such as AOV and CR for each variant.

You can also see the Direct and Assisted Revenue generated by each variant per experience.

What Do the Grey Percentages Mean?

You may notice greyed-out percentages in parentheses next to key metrics (KPIs). 

The grey percentages show the “odds to win” for each variation. This indicates how likely a variation is to be the best performer based on the selected primary goal.

For example:

  • A variation showing 92% means it has a 92% probability of being the winning variant for the selected KPI (e.g., PSV).

Why is this useful?

These values help you:

  • Understand which variation is most likely to win early in the test
  • Evaluate performance confidence beyond raw metric changes
  • Make faster, data-informed decisions while a test is running

Important note

The "odds to win" are probabilistic, meaning they update as more data is collected and are not final results until the test reaches statistical significance.

You can read more about the how odds to win are calculated here.

Incorporating Additional KPIs in A/B Test Reports

If you have published a test and wish to add additional KPIs to the experience report, you can do so by clicking the desired KPI button located at the bottom of the report page.

The report will display data from the time the experience was published.