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This article covers the following: |
Overview
The Wingify test campaign Reports dashboard provides detailed insights about how your test variations are performing. It is laid out in a format that streamlines your analysis and enhances decision-making. Each section is designed to provide clear, actionable insights, from filtering options to detailed statistical breakdowns. This structured approach ensures you can efficiently interpret data, track performance, and make informed decisions to optimize your campaigns.
Each test report compares your test variations against the control. It highlights the primary metric (the main goal of the test), any secondary metrics, and the statistical indicators used to evaluate performance.
For example, you added a Request Demo button to your blog and are unsure if a fixed or sticky CTA will work better. So, you run an A/B test in Wingify. The campaign's Reports tab helps you quickly understand what’s working, compares all your test variations, and finds the winning version.
Access a Campaign Report
To access a campaign report:
- Log in to your Wingify account.
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On the left panel, navigate to Web Experimentation and navigate to a campaign in the Running state.
Note: The Reports tab is enabled for a campaign only after it is started. It remains disabled for campaigns that are still in the Draft stage.
The main objective of your campaign is to derive meaningful insights from it and apply them to improve your website conversion rate. The test campaign report helps you validate the hypothesis you test and better understand your website's visitor behavior.
Navigate the Reports Dashboard
The sections below describe each component of the Wingify test Reports dashboard. Use this information as a functional reference to understand what each element displays, how it supports test analysis, and how to act on the insights.
Campaign Overview Panel
Provides context, test setup access, and navigation. |
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At the top of the report, you’ll see the campaign name (e.g., Wingify Pricing Page Revamp) and the test’s current status, such as Running, Paused, or Archived.
Use the following controls to take the respective action on the campaign:
| Activity | Open the campaign's Activity Timeline, which is the audit log and collaboration hub for the campaign. It tracks every change, comment, and approval chronologically, keeping your entire team informed and aligned. Use the Activity Timeline to verify when a variation was published or when somebody edited a metric. |
| Edit Campaign Name | Rename the campaign directly from the report view. |
| Share | Send the report link to contacts directly from the campaign. |
| Download CSV | Export the campaign report data as a CSV file for offline analysis or sharing. |
| Print the campaign report directly from the browser. | |
| Flush Data | Reset the campaign's collected data. |
| Archive | Only a user with Owner, Admin, or the Publish role has access to perform this action. Archiving a test removes it from the A/B test dashboard, but you can still access it from the archived list. |
| Clone | Reuse the campaign setup for a new test. |
| Delete | Permanently delete the campaign. |
From here, you can also switch between three main tabs in your campaign:
Tab |
Purpose |
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| Configuration | Set up your test goals, targeting rules, variations, and traffic allocation. For more information, see How to Create an A/B Test in Wingify? |
| Review | Preview how each variation looks and validate targeting before launching. |
| Reports | Monitor performance, track conversion metrics, and analyze results once the test is live. For more information on how to retrieve insights from the reports, see Understanding the Reports Table. |
Metrics Summary Panel
Displays all tracked metrics to give a complete view of what the test measures. |
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This section under the Reports tab lists all metrics the campaign tracks. Click each metric to view its performance in the report table.
| Primary Metric | This is the key metric the test is designed to improve. For example, Wingify Blog Total Request Demo CTA Click. |
| Secondary Metrics | Displayed below the Primary Metric for additional insights. For example, clicks on sticky buttons, form submissions. |
| Compare |
Lets you compare the performance of metrics across variations. Select multiple primary and secondary metrics to see how each variation performed against them. The comparison view opens in a tabular format, allowing side-by-side evaluation of: Conversion rates Unique conversions Improvement over baseline Probability of better. Click x to exit from the comparison view. |
Report Filters Panel
Enables segmented analysis for deeper insights. |
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Use filters on the Reports tab to discover how different segments are responding to variations. This section features post-segmentation filters that you can use to filter your report based on dates, specific segments, and visitor dimensions. Click on each filter to configure them.
For more information, see Filter Your Report Data.
Report Header
Centralized control and quick campaign actions for power users to quickly customize their reporting experience and streamline stakeholder communication. |
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This section features the label and the name of the metric for which the report is displayed. It also provides advanced controls that help you delve deeper into the campaign report. For more information, see Campaign Status Indicators.
Report Table and Decision Engine
Breaks down core data and guides winning decisions. |
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The Report Table presents the numerical and statistical values of the variations' performance for the selected test metric. For more information, see Understand Report Views.
Statistical significance helps determine whether the observed improvement in a metric is genuinely due to an actual difference or just a result of random chance. Understanding this principle is crucial to making informed decisions while A/B testing. For more information, see Understanding Your Campaign Report, which explains The Five Levels of Statistical Inference.
The Decision Engine highlights winning variations. It also hosts the campaign progress indicator that provides a condensed overview of the entire campaign journey, including current status and notable historical moments. It offers a quick, overall view with the following data:
- Time of duration calculation for your campaign
- Decision timestamps for individual variations
- Final campaign decision
For more information, see:
- Monitor Your Experiment Using the Campaign Progress Indicator
- Understand Warnings, Recommendations, and Error Messages in Campaign Reports
Graphs and Visualizations
Offers visual pattern recognition and trend analysis. |
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Interactive graphs include:
- Date Range Graph
- Expected Conversion Rate
- Expected Improvement Graph
These help validate the stability and timing of test outcomes visually.
Date Range Graph
Visualize expected conversion rate, conversions, visitors, or revenue per visitor data over time.
Expected Conversion Rate
The Expected Conversion Rate curve represents a specific variation's expected conversion rate. The value marked on the curve represents the most probable metric value you can expect to achieve after deployment.
Expected Improvement Graph
Represents a specific variation's expected improvement over the baseline. The value marked on the curve represents the most probable improvement you can expect to achieve after deployment.
For more information, see Leverage Graphs to Analyze Your Campaign Report.
Campaign Session Recordings
Reveals the how behind the what by bringing user behavior to life through visual playback. |
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If Session Recordings are enabled, you’ll see direct links to relevant user sessions from the report. This lets you watch how users interacted with your control or variations by spotting friction points, navigation patterns, or unexpected behaviors in real time.
For more information, see Understand Campaign Reports Through Integrated Session Recordings.
Campaign Heatmaps
Adds qualitative insight to quantitative results. |
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If Heatmaps are enabled, you’ll see a direct link to relevant heatmap data from the report. This allows you to understand user behavior, such as scroll depth or click activity, alongside test results.
For more information, see Understand Campaign Reports Through Integrated Heatmaps.
Customize the Report Display
You can configure the report's design and layout to suit your preferences or requirements, and read it more effectively. For more information, see Navigate and Customize Your Campaign Report.
Need more help?
For further assistance or more information, see our Campaign Reports section or contact Wingify Support.