Primary test metrics conclusions
The Primary test metrics conclusions report presents the results of analyzing the split test results using various primary test metrics.
In this tabular report, for every primary test metric, you can see the percentage differences in their values between widget variations, and the conclusion reached on analysis.
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Metrics and KPIs
In the reports, attributed metrics and KPIs represent records that reflect the type of visitor interaction to which they are attributed.
For example, a click-assisted metric records sessions or visits where the visitor purchased one or more products different from those that they clicked.
Visitor interaction types include:
- Direct - refers to a visitor clicking one or more products and purchasing one or more products that they clicked.
- Click-assisted - refers to a visitor purchasing one or more products different from those they clicked.
- View-assisted - refers to a visitor viewing one or more products.
- Unassisted - refers to a visitor not viewing and not clicking a product but converting.
The following describes the metrics and KPIs in this report:
Direct conversion rate (CVR) - the number of direct converted visits divided by the number of visits.
Click-assisted conversion rate (CVR) - the ratio of click-assisted converted visits and the total number of visits.
Click through rate (CTR) - the number of unique widget clicks divided by the number of unique widget views.