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# Understanding campaign analytics¶

Campaign analytics provides a quick overview of how an Active, Archived, or Complete campaign has performed. Users can see a summary of the campaign and detailed statistics on individual rules or variations.

## Analytics summary¶

The following chart explains the statistics available to users.

Field Description Details
Times Shown # of times the campaign content has displayed to visitors Each touch is counted only once per visitor, per content item, for a 30-minute timeframe.
Clickthrough # of times visitors click the campaign content Each touch is counted only once per visitor, per content item, for a 30-minute timeframe.
Clickthrough Rate % of time a visitor clicks on shown campaign content Calculated by clickthrough / times shown
Unique Visitors # of unique users who have interacted with campaign content
Goals Met # of times visitors achieved campaign defined goals Each touch is counted only once per visitor, per content item, for a 30-minute timeframe.
Conversion Rate % of time a visitor achieved campaign defined goals when shown campaign content Calculated by goals met / times shown

Note

Detailed statistics are available for A/B and Mixed campaigns only.

Targeted campaigns only have summary statistics.

Statistics available are:

• Times Shown
• Clickthroughs
• Clickthrough Rate
• Unique Visitors
• Goals Met
• Conversion Rate

Detailed content analytics are not available at this time.

The analytics summary is available for content recommendation campaigns.

Statistics available are:

• Times Shown
• Clickthroughs
• Clickthrough Rate
• Unique Visitors
• Goals Met
• Conversion Rate

Detailed content filter analytics are not available at this time.

These fields are calculated based on either Clickthroughs or Conversion Rate using the Compare by toggle. The table containing these fields displays after data for default (original website) variation is available.

Field Description Details
Confidence Represents Acquia’s confidence that a variation performs better than the default variation and the difference is not just random chance. Between 0% and 100%
If Clickthrough/Conversion Rate for the variation and default are the same, then the result is 50% Confidence.
Lift The percentage difference in Conversion/Clickthrough Rate between the default (original website) and the specified variation.
Winner The label awarded to the variation that beat out the other variations after sample size and significance baselines are reached. (See the following section.) Row is highlighted in green when a winner exists. Only one variation can be awarded winner at any time. (Winner can change over time.)

Sample size and signficance baselines

To be declared a winner a variation must have a statically significant Clickthrough/Conversion Rate and meet minimum sample size requirements.

For the default variation to be declared the winner, all other variations must have a Confidence < 5%, the default variation must have at least 10 for Clickthroughs/Goals, and every variation must have at least 100 for Times Shown.

For any other variation to be declared the winner, that variation must have the highest Clickthrough/Conversion Rate, the Confidence for that variation must be > 95%, and the variation must have at least 10 Clickthroughs/Goals, both the default variation and winning variation must have at least 100 for Times Shown.

Mixed campaigns have both a summary and ‘by rule’ summaries, detailing how each rule performed.

Each rule displayed will have identical metrics to the corresponding campaign type.

## Other information¶

The Last Updated Date represents the time and date in which at least 99% of the data is available and displays on the reports. There is always a small chance there is a small amount of data not processed which may change the results slightly after the report is viewed.

You may also see a message There is no data for your campaign. If this displays, the system hasn’t processed the data yet. That doesn’t mean no one has interacted with the campaign, there may be data not yet processed. The Personalization processing time window can be up to 24 hours.