Navigate the Impact Dashboard in Wingify

Overview

The Impact Dashboard in Wingify serves as a strategic planning and financial reporting tool that quantifies the monetary value generated by your experimentation. By tracking realized revenue during campaign execution and projecting future revenue uplift from winning variations, the dashboard offers complete visibility into the financial return on investment (ROI) across your testing initiatives.

Consider an e-commerce business running multiple A/B tests in parallel across its checkout and product recommendation pages. Individual campaign reports show increased conversion rates, but stakeholders need visibility into the cumulative revenue impact. The Impact Dashboard helps the digital optimization team aggregate revenue impact across all active and winning tests. They can then project the estimated financial impact from winning variations already deployed, giving them a clear number to present to stakeholders.

The Impact Dashboard provides the following benefits:

• Unified Financial View: Aggregates revenue impact across all web and feature experimentation campaigns in a single dashboard.
• Accurate Attribution: Avoids multi-counting revenue when visitors are part of multiple campaigns at the same time.
• Revenue Projection: Estimates future revenue gains from winning test variations over a timeframe you choose.
• Safeguard Value Tracking: Shows how much revenue was safeguarded by stopping poor-performing variations before they went live.
• Flexible Reporting: Filter by campaign, choose your date range, and export data as CSV for stakeholder presentations.

Prerequisites

• You must have an active Wingify account with access to Web Experimentation or Feature Experimentation.
• You must have at least one Revenue Metric created and configured in Data360, and it must be linked to your campaigns.

Access and Navigate the Impact Dashboard

To access the Impact Dashboard:

1. Log in to your Wingify account.
2. From the main navigation bar on the left, go to Dashboards.
3. From the top bar, go to the Impact Dashboard tab.
   The Impact Dashboard appears, displaying the current revenue performance of your campaigns.

Dashboard Layout

The dashboard layout is divided into two views: Overview summary cards and Quarterly breakdown. 

Overview Summary Cards

At the top of the dashboard, three key metrics summarize your overall financial performance:

• Net Revenue Impact: Represents the total financial value generated, calculated as the sum of Realized Revenue Impact and Projected Revenue Impact. It gives the full picture of what your experiments have already delivered, and what the confirmed winners are expected to deliver going forward.
• Realized Revenue Impact (Test Period): Displays the net revenue gain generated directly during the period the campaigns were actively running.
• Projected Revenue Impact: Displays the predicted future revenue uplift generated by winning variations or safeguarded decisions over a set timeframe.

Quarterly Campaign Breakdown

Below the summary cards, campaigns are automatically organized into collapsible quarterly sections based on their active timeline:

• Expanding a quarter displays all campaigns that ran or concluded within those three months.
• If a campaign spans multiple quarters, its realized revenue impact is reported in each corresponding quarter, while its projected impact is reported only in the quarter in which the campaign concluded.

Each campaign entry displays:

• Campaign Name: The title of the specific campaign.
• Realized Revenue (Test period): Financial impact during the active campaign phase or status indication, such as In observatory mode, which indicates that the campaign has yet to collect sufficient data for a conclusion.
• Projected Impact (90 days): Projected gain or campaign status details (such as Campaign in progress or No Winning Variation). 

When Projected Impact is not visible for a campaign, the column displays one of the following messages:

Configure Calculation Settings and View Options

You can configure how revenue attribution is calculated and how projections are displayed on the dashboard using the following steps:

1. In the top-right corner of the Impact Dashboard, click Settings.
2. In the panel that appears, adjust the following settings as required:

Revenue Impact Calculation (Realized Revenue)

Select how Wingify attributes revenue when visitors enter multiple active campaigns simultaneously:

• ROI Optimized Data: Uses an advanced attribution model that splits revenue equally across parallel campaigns. This prevents multi-counting or inflated calculations when a single converting visitor is exposed to multiple active campaigns.
• Report Standard Data: Calculates revenue impact independently per campaign without de-duplicating across parallel campaigns.  .

Let's take an example:
A visitor makes one $10 purchase while exposed to 2 campaigns. Report Standard Data mode credits the full $10 to each campaign ($20 total across the two). ROI Optimized Data mode assigns $5 to each so the combined total stays a true $10.

Projected Uplift Settings

Define the calculation parameters for projected financial impact:

• Timeline Options: Set the projection window (for example, 90 days, 180 days, or 6 months).
• Consider Filter:
  • All Campaigns: Sums the projected uplift of all winning campaigns in the selected quarter.
  • Best Winners Only: Includes only the single top-performing campaign with the highest projected uplift per quarter for a more conservative estimation.

Safeguard Revenue Option

Toggle on Include revenue safeguarded to track loss prevention.

• When a control variation wins over losing test variations, Wingify calculates the revenue saved by choosing not to deploy those losing variations.
• Safeguarded revenue appears in blue text within the Projected Impact column to distinguish it from direct variation wins.
• Click Apply to update the dashboard calculations.

Filter and Exclude Campaigns

You can focus your analysis on specific subsets of campaigns by applying specific filters, timeframe or by excluding the campaigns based on the creator’s name, campaign status, decision or labels. Let’s understand these options in detail.

Apply Filters

To filter campaigns in your Impact Dashboard based on a campaign creator, type, decision, status or label:  

1. On the top toolbar of the dashboard, click Add Filter+.
2. Select a parameter from the dropdown such as Campaign Type, Creator Name, Decision, Label, or Status. For example, select the Campaign Type as  A/B Tests.
3. Click Apply. 
   The dashboard updates to reflect the revenue performance of campaigns as per the applied filter.

Adjust Time Frame

To view your campaign performance within a certain time frame:

1. Click the time frame dropdown (for example, From Q3 2025 to Q2 2026).
2. Drag the slider handles to adjust the starting and ending quarters.
3. Click Apply.
   The dashboard updates to reflect the revenue performance of campaigns within the set time frame.

Exclude Specific Campaigns

To exclude the revenue performance of certain campaigns in the Impact Dashboard:

1. Click More options in the top-right corner. 
   A dropdown appears.
2. From the More options dropdown select Exclude Campaigns.
3. Select the checkboxes next to the campaigns you want to exclude from all ROI calculations.
4. Click Save.
   The selected campaigns are excluded from the dashboard view.

Export Impact Reports

You can export your dashboard data into a CSV file for offline reporting or executive presentations. To export your data for a specific timeframe:

1. Click More options (ellipsis icon) in the top-right corner.
2. Select Export.

The CSV report is automatically downloaded to your browser.

Troubleshooting

FAQs

• Will  I see this dashboard if I have no revenue metric set up across my campaigns?
  No data will be visible on the dashboard if you have not configured any revenue metrics in Data360. 
   
• What types of campaigns are supported in the Impact Dashboard?
  The dashboard supports Web Experimentation, Split Testing, Multivariate Testing (MVT), and Feature Experimentation (FE) campaigns.

• What is the difference between Realized revenue impact and Projected impact?
  Realized revenue impact measures actual net revenue generated during the live execution period of the campaign. Projected impact estimates the future revenue lift expected over a future timeframe (for example, 90 days) after deploying the winning variation.

Need More Help?

For further assistance or more information, contact Wingify Support.