Set Up Metrics for Your Campaign

This article covers the following:

• Overview
• Primary vs. Secondary Metrics
• Add the Primary Metric
• Create a New Metric
• Configure the Metric’s Conversion Window
• Add Secondary Metrics
• Add Funnels as Metrics
• Set Up Guardrails: Protect Key Metrics During Testing

Overview

Metrics are the key performance indicators (KPIs) that determine what counts as success for your test. Wingify uses the primary metric to declare a variation as a winner or a smart decision. Secondary metrics provide additional business context without affecting the outcome.

Note: Metrics in Wingify are powered by Data360 and can be reused across multiple campaigns.

Primary vs. Secondary Metrics

Wingify supports two different types of metrics:

Primary metric (required): This is the metric directly and exclusively impacted by the changes you make in your test. Wingify uses the primary metric to determine which variation performs best and to flag smart decisions or winners. Every campaign must have exactly one primary metric.

Secondary metrics (optional): Track additional KPIs alongside the primary metric to understand the broader impact of your changes. For example, if improving CTR on a button also lifts checkout completions.

Important: Choose the primary metric carefully. It should be the single metric most directly caused by the variations you are testing. If you are testing a CTA button, the primary metric should be clicks on that button, not downstream conversions that could be influenced by other factors.

Add the Primary Metric

1. In the Metrics section of the campaign, click Add under Primary metric.
2. A metric picker opens with categories on the left (Action, Page, Custom, Transaction, Browsing Indicators, Funnels) and the metrics within each category listed on the right. Select an existing metric, or click Create a Metric at the bottom of the panel to create a new one. For more information on how to create a new metric, see the next section.

Create a New Metric

1. Enter a name for the metric in the Metric Name field.
2. Under Visitors event you want to track, select an event from the dropdown. Choose from Standard Events (pre-defined system events such as page visit, element click, or form submit) or custom events you have defined for your website. For more information, see Working with Events in Wingify.
3. Click +where to specify the page or element where the event should be tracked. Set the URL matching condition, then enter the URL. Use +and where to add additional location conditions. To remove a location, click the corresponding delete icon.
4. Under Metric will calculate, select the conversion measurement type:
   • Unique visitors: Counts each visitor as converted only once, regardless of how many times they trigger the event. Use this for click-through rates, sign-ups, or any action where multiple triggers by the same visitor should not be counted separately.
   • Event totals: Counts every instance the event is triggered, including multiple times by the same visitor. Use this for total page views, total add-to-cart actions, or other cumulative metrics. This is not available for Multivariate tests.
   • First value of an event property: Calculates conversion based on a numerical property of the event, such as order value or time on page. Select the property and the aggregation method (Sum, Average, Max, Min, First, or Last).
     
     Note:
     • Event totals is not available on the Wingify Growth plan.
     • If you are tracking revenue, select the Format this metric as currency checkbox. Wingify will display values in the currency configured in your workspace settings.
5. Set the Direction of Better. This tells Wingify which direction of change represents a better outcome for this metric, and it is used when evaluating whether a variation is performing better than the control.
   1. Increase (default): A higher value means better performance. Use this for metrics like conversion rate, revenue, clicks, and sign-ups.
   2. Decrease: A lower value means better performance. Use this for metrics like bounce rate, error rate, or page load time.
      
      Tip: Direction of Better defaults to Increase for new metrics. Only change it to Decrease if a lower value explicitly represents a better outcome for your test. For example, if you are trying to reduce cart abandonment or shorten checkout time.
6. Optionally, toggle on Enable Global Tracking to start collecting data for this metric independently of any campaign. If this metric is added to a campaign after it has started, its data will be available from the campaign's start date.
7. Optionally, click Add description to add a note about this metric.
8. To adjust statistical defaults, expand Advanced Settings:
   • Statistical Parameters: Controls the duration and accuracy of the campaign results. Default values are shown for your testing objective (Bayesian or Frequentist), Minimum Detectable Effect (MDE), Region of Practical Equivalence (ROPE, Bayesian only), Statistical Power, and False Positive Rate (FPR). Click Modify to change these values.
   • Guardrails Parameters: Safety checks that auto-disable a variation or generate an alert if a metric performs below accepted limits. Default values are shown for the action taken when a guardrail is breached, Minimum Detectable Reduction, Statistical Power, and False Positive Rate (FPR). Click Modify to change these values.
     
     Note: The defaults are well-optimized for most experiments. Adjustments are optional.
9. To save the metric for future campaigns, leave the Save to Data360 for future use checkbox checked (selected by default) at the bottom of the panel. Uncheck it only if you do not want this metric saved for reuse. Saved metrics are available in Wingify Dashboard > Data360 > Metrics.
10. Click Create.

Once the metric is created, it appears in the Primary metric section. You can manage it using the More options ⋮ menu on the metric row:

• Choose different metric: Replaces the current primary metric immediately with the one you select.
• Edit metric: Opens the metric configuration to modify its settings.

You can also select the Add as guardrail checkbox to use this metric as a guardrail in addition to a primary metric. Guardrails auto-disable a variation or trigger an alert if the metric performs below accepted limits.

Configure the Metric’s Conversion Window

The conversion window defines how long after a visitor sees a variation Wingify waits before attributing a conversion to that visit. By default, it is set to Campaign duration.

To change this, click the edit icon next to Conversion Window: Campaign duration on the metric row.

In the Set conversion window popup, choose from:

Campaign duration: Conversions are counted for as long as the campaign is active. Ideal for goals that may take time to complete, such as purchases or feature adoption.

Example: A visitor sees the variation today and completes a sign-up three days later while the campaign is still running. Wingify counts this as a conversion. If the sign-up happens after the campaign ends, it is not counted.

Fixed window: Define a custom time window (in minutes, hours, or days). Conversions are counted only if they occur within the specified window after a visitor first sees the variation.

Example: You set the attribution window to 1 Day. A visitor sees the variation on Monday but purchases on Wednesday. Wingify does not count it as a conversion because the 1-day window has passed.

Note: Fixed window is available only on the Enterprise plan for Wingify Web Experimentation, Personalize, Feature Experimentation, and Mobile App Testing.

Same session: Conversions are counted only if the visitor completes the action in the same session in which they saw the variation. A session in Wingify ends after 30 minutes of inactivity. Ideal for flash offers, immediate sign-ups, or other time-sensitive actions.

Example: You are testing a discount pop-up. A visitor sees the variation and purchases in the same session (within 30 minutes). Wingify counts this as a conversion. If the visitor returns later in a new session and then purchases, it is not counted.

Note: Same session is available only on the Enterprise plan for Wingify Web Experimentation, Personalize, Feature Experimentation, and Mobile App Testing.

Important: If you change a metric's conversion window while a campaign is running, all previously collected data for that metric is flushed. The campaign starts collecting data fresh from that point onwards.

Click Apply in the Set conversion window pop-up to confirm the metric conversion duration.

Add Secondary Metrics

1. Scroll to the Secondary metrics section.
2. Click Add.
3. Select or create a metric using the same steps as the primary metric.

You can add as many secondary metrics as you need. They are tracked alongside the primary metric in your campaign reports.

Add Funnels as Metrics

If you have funnels defined in Data360, you can add them as primary or secondary metrics. Funnels let you track multi-step conversion flows, for example, viewing a product, adding it to cart, and completing checkout.

To add a funnel as a metric:

1. Click Add in the Primary metric or Secondary metrics section.
2. In the metric picker, select Funnels from the left panel.
3. Select an existing funnel, or click Create a Funnel to build a new one.

For more information, refer to Leveraging Funnels in Data360.

Set Up Guardrails: Protect Key Metrics During Testing

Guardrails are safety checks that automatically disable a variation or alert you when a metric performs below an acceptable threshold during the test. Use guardrails to protect business-critical metrics, such as checkout completion or revenue, while experimenting with other parts of your site.

Info: Guardrails are configured in More Configurations > Guardrails. Any metric you mark as a guardrail is automatically added to the Guardrails section. Refer to Understand Guardrails in Web Experimentation for setup steps.

Click Save Now to save your metrics, or click Next to move to the Targeting section.

Need more help?

For more information or further assistance, contact Wingify Support.