Here's how to use Unless' built-in data platform to analyze the success of your personalization project.
The Insights section of your Unless account is split into Performance and Visitors. The Performance report contains analytics data about your goals and audiences. The Visitors section is a record of everyone who has visited your website in the past 30 days.
The performance report contains data about:
To see results on your Performance page, you have to create at least one audience and one goal (learn how to set a goal). Unless will then start collecting data. The data is broken down into:
Goal Performance gives you a broad understanding of how your personalizations perform. It measures how often a goal was reached during non-personalized vs. personalized sessions.
You can switch between the tabs "new visitor" and "returning visitor". By clicking on details you can see additional data.
The image above shows that the goal "Book a demo" had a conversion rate of 0,5% for non-personalized web sessions and 1,5% across all personalizations. So, thanks to personalization the goal is now reached ~213% more often.
From the dropdown you can select a goal and see how often it was reached by each audience. Every audience is made up of control group members and participants (=visitors who saw your personalizations).
You can switch between the tabs "new visitor" and "returning visitor". By clicking on details you can see additional data:
The image above shows you that for the audience "FB Christmas Campaign" the goal "completed order" had a conversion rate of 20% for the control group and 25% for participants. The avg. value is 5€ higher for members who saw personalizations. Both numbers, the higher conversion rate and the increased avg. value, show that our personalizations generate more revenue.
This is caused by measuring different metrics. The Goal performance view is based on sessions while the Audience performance view is based on visitor ID. The visitor ID is a unique identifier for each of your visitors and it is persistent (until the person deletes their cookies). Within a session, you can reach a goal once (=unique per session). But, you could reach a goal once while being part of multiple audiences (e.g. "from Germany" and "Returning"). Vice-versa, within an audience, you can reach a goal once (=unique per visitor ID). This means, even if you reach a goal multiple times in multiple sessions, it's only counted once.
Example: You have a goal called "viewed pricing". Person A visits your page 3 times (=3 sessions) and views your pricing page each time. Person A belongs to two audiences ("from Germany" and "device=desktop"). This results in the following performance:
Again, this is caused by measuring different metrics. The Goal performance view is based on sessions so the avg. value is displayed per session. The Audience performance view is based on visitor ID so the avg. value is displayed per audience member. Since an audience member can only convert once, their member value will go up while the # of conversions will remain unchanged.
Example: You have a goal called "purchased". Person A made 3 purchases in 3 days (=3 sessions). Each purchase is valued at 10€. Person A belongs to one audience ("Referrer:Facebook"). This results in the following performance:
Whether a visitor is a member of the control group is decided upon their first website visit and saved in a cookie. Changing the control group percentage, changes how visitors are distributed between control and participants. However, this change ONLY applies to new visitors. Returning visitors are not reassigned. Consequently, a change in control group % can lead to an inbalance in visitor distribution. To assure correct data interpretation, focus on the tab "New visitors" and wait a few days or weeks for the numbers to realign.
Comparing goals across different analytics tools is always tricky, typically, you'll see discrepancies of ~10%. Discrepancies can usually be explained by when the tools trigger the goal event and what they count as a completed event.
Example: A "page viewed" goal can either be counted based on unique or total pageviews. Both approaches are valid but produce different results.