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This article covers the following: |
Overview
The report table in Wingify displays variation performance across multiple named views, each presenting a different lens on your campaign data.
Understand the Report Views
When you open a running or paused campaign's Reports tab, the report table displays data in the currently selected view. The view tabs appear directly above the table.
For binary metrics
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Unique conversions/ Visitors |
Shows the number of unique conversions (Successes) that happened with the number of visitors without counting repeated conversions from the same visitor |
| Expected conversion rate | Shows the statistically expected conversion rate (Success rate) for all variations, indicating the anticipated conversion rate in the future based on collected data |
For continuous metrics
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Total value Unique conversions/ Visitors |
Shows the sum of the metric value for each visitor, the number of unique conversions (Successes) that happened with the number of visitors without counting repeated conversions from the same visitor |
| Expected value per visitor | Shows the statistically expected metric value per visitor for all variations, indicating the anticipated expected metric rate in the future based on collected data |
Common Parameters
| Expected Improvement | Shows the statistically expected improvement in a variation compared to the baseline, with intervals indicating the potential range of improvement that narrows down as more data is collected |
| Probability of Better |
Shows the probability that a given variation provides an improvement over the baseline. Once this probability exceeds the defined threshold, a decision (whether to roll out a variation or exclude a variation from the campaign) is made. This value serves as the primary indicator of statistical significance in your test. We highly recommend considering a variation to be better and worse than the baseline only if this value crosses the desired thresholds. |
Views are organized into Standard Views (provided by Wingify) and My Views (custom views you create). You can switch between views using the tabs above the report table, customize which columns each view shows, and set any view as your default.
Standard Views
Wingify provides the following built-in standard views. These views cannot be deleted, but their column selection and names can be customized.
View Name |
Columns Included |
Description |
Best Used For |
| Raw data (visitors) | Visitors | Total number of unique visitors who entered the variation | Comparing raw visitor-level conversion performance |
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Conversions (v)
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Number of visitor-level conversions recorded | ||
| Conversion Rate (v) | Percentage of visitors who converted | ||
| Improvement % (v) | Relative improvement in conversion rate over the control | ||
| Conversion Per Visitor | Average number of conversions per visitor | ||
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Conversion Per Visitor Improvement %
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Relative improvement in conversions per visitor over the control | ||
| Raw data (sessions) | Total Conversions (s) | Total number of session-level conversions recorded | Session-based analysis, where one visitor may convert multiple times |
| Sessions | Total number of sessions in the variation | ||
| Conversion Rate (s) | Percentage of sessions that resulted in a conversion | ||
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Historic Improvement % (s)
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Relative improvement in session-based conversion rate over the control | ||
| Statistics | Primary metric column | The main metric being tracked for the campaign | Reviewing statistical conclusions at a glance |
| Improvement % | Relative improvement of the variation over the control | ||
| Probability to be Better (Bayesian) | The probability that this variation outperforms the control | ||
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Significance Level (Frequentist)
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The statistical significance of the observed difference | ||
| Opportunities | Positive Segments negative highlighted segments | Audience segments where the variation is performing better than the control | Identifying which audience segments are driving or hurting variation performance |
| Negative Segments | Audience segments where the variation is underperforming compared to the control |
Additional Views for Transaction Metrics
When your campaign's primary metric is a Transaction metric (such as revenue), five additional standard views appear in the report table: Revenue stats, Avg. customer value stats, Insights, Overview, and Transaction stats. These views surface revenue-specific signals that binary conversion views do not capture.
Revenue Stats
The Revenue stats view focuses on the monetary value generated per visitor. Use it to assess whether a variation is driving meaningful revenue lift, and to project what that lift could mean at scale.
Column |
What It Shows |
|---|---|
| Traffic Split % | The percentage of total traffic assigned to each variation. |
| Revenue per visitor | Total revenue divided by the number of unique visitors in that variation. The primary measure of variation revenue performance. |
| Total Revenue | Gross revenue recorded for the variation during the reporting period. |
| Revenue Improvement per Visitor | The difference in revenue per visitor between the variation and the baseline (shown as Baseline for the control). |
| Projected Revenue Improvement per month | An estimate of the additional monthly revenue if the variation were rolled out to 100% of traffic, based on current revenue per visitor improvement and observed traffic volume. |
| Revenue Uplift | Total uplift in revenue during the campaign; gain over baseline |
Avg. Customer Value Stats
The Avg. customer value stats view breaks down how purchasing behaviour differs between variations. It helps you understand whether a variation is influencing what customers buy, how many items they buy, or both.
Column |
What It Shows |
|---|---|
| Conversions (v) | The number of unique visitors who completed a transaction in this variation. |
| Traffic Split % | The percentage of total traffic assigned to each variation. |
| Average Product Price (v) | The mean price per product item across all transactions in the variation. Helps detect whether a variation affects the types or tiers of products purchased. |
| Average Product Quantity (v) | The mean number of items per transaction in the variation. Helps detect whether a variation affects cart size. |
| Total Revenue | Gross revenue recorded for the variation during the reporting period. |
| Average Order Value | Average order value calculated on all the recorded purchases in the variation |
| ACV Improvement | Growth of average customer value compared to baseline |
| Average Customer Value | Average revenue generated over each converted visitor |
Insights
The Insights view is powered by RevenueIQ and surfaces an AI-generated analysis of the campaign's best-performing variation. It highlights projected business impact and key transaction signals, giving you a narrative summary alongside the raw numbers.
Column |
What It Shows |
|---|---|
| Best performer vs. Baseline | Identifies which variation is currently outperforming the baseline and compares their key metrics. |
| Projected impact | Estimated additional revenue per month and per visitor if the best-performing variation were deployed to 100% of traffic. |
| Transaction rate | The rate at which visitors in the selected variation completed a transaction. |
| Average customer value | The mean revenue per completed order in the selected variation. |
Overview
The Overview view consolidates the most decision-relevant transaction metrics into a single table. Use it as a starting point when reviewing campaign results, before drilling into view-specific data.
Column |
What It Shows |
|---|---|
| Transaction Rate | The proportion of visitors who completed at least one transaction. Equivalent to conversion rate for transaction metrics. |
| Revenue per visitor | Total revenue divided by unique visitors. The primary indicator of overall variation value. |
| Total Revenue | Gross revenue recorded for the variation during the reporting period. |
| Average Order Value | Average order value calculated on all the recorded purchases in the variation |
| Average Customer Value | Mean revenue per completed transaction in the variation. |
Transaction Stats
The Transaction stats view applies the same statistical inference model used in the Statistics view, but scoped to the transaction rate rather than the standard conversion rate. Use it when you want statistical confidence specifically on whether a variation is changing how often visitors transact.
Column |
What It Shows |
|---|---|
| Transaction Rate | The proportion of visitors who completed at least one transaction in this variation. |
| Traffic Split % | The percentage of total traffic assigned to each variation. |
| TR Improvement % | The relative change in transaction rate compared to the baseline. Negative values indicate the variation transacts less frequently. |
| TR Probability to be Better | In Bayesian campaigns: the probability that the variation's true transaction rate exceeds the baseline's. In Frequentist campaigns: the significance level for the transaction rate comparison. |
Note: The statistical model configured for your campaign (Bayesian or Frequentist) determines how TR Probability to be Better is calculated and labeled.
My Views
My Views are custom views you create to display exactly the columns you need. They appear in the tab bar alongside Standard Views. If you have more views than fit the visible tab bar, a "..." overflow menu shows the remaining tabs.
Navigate and Switch Views
Click any tab label above the report table to switch to that view. The table immediately refreshes to show the columns defined for that view. The active tab is highlighted.
Note: The view you select persists for the duration of your session. Each time you return to the campaign report, it opens on your designated default view.
Manage Report Views
The Manage Report View modal lets you customize columns for any view and create or configure your own custom views. Open it by clicking the pencil icon ✏ to the right of the view tabs.
Note: Views are saved based on metric category and mode. So a view created or modified for a category will apply across all campaign types.
The modal has two panels:
- Left panel: Lists all views - Standard Views at the top, My Views below. Each view shows its name and the number of active columns.
- Right panel: Shows the selected view's column configuration. Active columns appear at the top with checkboxes checked. Drag the handle ⠿ beside any column to reorder it. Available but inactive columns appear below with unchecked checkboxes.
Customize Columns in a View
- Click the pencil icon ✏ to the right of the view tabs to open Manage Report View.
- Select the view you want to configure from the left panel.
- In the right panel, check or uncheck columns from the All available columns list to add or remove them.
- Drag columns using the ⠿ handle to reorder them in the table.
- Click Save.
The table immediately reflects your changes.
To discard unsaved changes, click Discard before saving.
Set a Default View
In the right panel, check Make this the default view to ensure the report always opens on that view. Only one view can be the default at a time.
Create a Custom View
Custom views let you build a report layout with exactly the columns you need, saved under a name you choose.
To create a custom view:
- Click the pencil icon ✏ to the right of the view tabs to open Manage Report View.
- In the left panel, click + Create custom view below the My Views list.
- A new view appears in the left panel, selected and ready to name. Click the pencil icon next to the view name in the right panel header to rename it.
- In the right panel, check columns from the All available columns list to add them to the view.
- Use the search bar to find a specific column quickly.
- Click Save.
The new view appears as a tab in the report table immediately after saving.
Take Actions on Your Variations
Each variation row in the table has the More options menu ⋮ on the right. The available actions depend on whether the row is the baseline or a variation.
Variation Type |
Available Actions |
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| Control (Baseline) | Disable, Preview, View Recordings, View Heatmaps |
| Variation | Use this as the baseline, Disable, Preview, Roll out, Edit, View Recordings, View Heatmaps |
Arrange Your Report Data
You can sort and filter the variation rows to focus on specific data within the active view.
Sort
Click any column header to sort the table rows in ascending or descending order by that column. Click the header again to toggle the sort direction. Only one column can be sorted at a time.
Filter
Click Variations on the header row to open the variation filter. Select the variations you want to display and click Apply. Unselected variations are hidden from the table. For more information, see Filter Your Report Data.
Campaign Status Indicators
The campaign status indicators show the same information regardless of your account type, but the layout differs based on when your account was created.
Account created |
Layout |
| Before June 14, 2026 | All status indicators appear in a single section |
| On/After June 14, 2026 | Status indicators are split across two separate sections |
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This features the Experiment Vitals, such as the minimum run time for a campaign, conversion tracking, and data tracking, that are required for your campaign to render the most reliable results. When all the vital parameters are set right, the icon glows green. Else, it glows red and shows the number of vitals that are breached. You can read the alert and check the parameter that has lapsed the requirement. For more information, see Keep Your Campaigns Healthy with Experiment Vitals. |
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This displays the Learnings that you have deduced from the report. You can create a Learning by clicking on this icon and selecting the Add new learning option. For more information, see Document Campaign Learnings in Wingify. |
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| This is the Refresh option that, upon clicking, updates the data to the current state. | |
| Downloads a summary of the report and sends it to your registered email address. | |
| The View Settings option allows you to customize the appearance and layout of your report table and graphs. | |
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The In-depth data review toggle switch, when turned on, will reveal the breakdown of the data factoring in the Probability of Better column. For more information, see Delve Into Detailed Campaign Data With In-Depth Data Review. |
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This displays the Statistical Configuration set for your campaign as follows:
Campaign specific: These are parameters which affect all the metrics in the campaign.
Testing Approach: Wingify allows you to experiment either traditionally (Fixed horizon) or in a modern way with continuous monitoring (Sequential testing), or adaptively with Dynamic mode.
Corrections: By default, statistical calculations tend to have minor, unavoidable errors due to multiple decisions on variations in the test. To balance that, Wingify applies a correction factor based on your configuration. You can choose Sequential Testing or Bonferroni correction during campaign setup.
Metric specific: For the selected metric, these are parameters, such as MDE, ROPE, Statistical Power, and False Positive Rate, influence the accuracy and duration of your test campaign Wingify pre-configures default statistical settings for all new campaigns, applying a correction factor to the expected improvement calculation. We recommend that you be prudent while adjusting these statistical parameters to meet your experimentation goals |
Adjust Report Display
You can control how the report page is laid out and which rows and ranges are visible from the report Settings. These settings affect how the report is displayed, not which columns appear in the table. Click the Settings icon ⚙ at the top right of the report table to make these changes.
Layout options
Report layout controls whether the table or the graphs appear first on the page. Select Table first to see the variation data table before the graphs, or Graphs first to prioritize visual trend lines above the table.
Default graph sets which graph is displayed by default when you open the report. Options are Date Range, Expected Conversion Rate, Expected Improvement, and Funnel Graph. Greyed-out options are not available for the current campaign type or metric.
Table options
Bayesian ranges lets you display the statistical confidence interval alongside absolute numbers for specific columns. Check Conversion Rate (v) and/or Improvement % (v) to show the Bayesian range below each value in those columns.
Note: The available columns in this list update automatically based on the columns applicable for that campaign and metric.
Other options
This section contains two toggles:
- Show 'total' row: shows or hides the aggregate total row at the bottom of the variation table.
- Show rows for disabled variations: shows or hides variation rows where data collection has been stopped.
Click Save to apply your changes. Click Restore Defaults to reset all settings to their original state. Click Cancel to close without saving.
Note: Report settings are separate from Manage Report View options. Settings control layout and row visibility, whereas Manage Report View controls which columns appear in each view tab.
FAQs
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Why does my Statistics view look different from another campaign?
The columns in the Statistics view vary depending on the statistical model configured for the campaign. Bayesian campaigns show Expected Improvement and Decision Probabilities. Frequentist campaigns show Improvement % and Significance Level.
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Can I set a different default view for each campaign?
No. The default view setting is per-metric. To create a default metric-specific view, open Manage Report View, select the view you want, check Make this the default view, and save.
Need more help?
For more information or further assistance, contact Wingify Support.