Information for: DEVELOPERS   PARTNERS

Rule reports

Rule reports help you understand how your rules are performing and can provide valuable insight into how your users are spending time on your website. These reports are part of the rule card. A rule card is the white, rectangular box that contains all of the information for a rule.

To access rule reports on a rule card, click the three vertical dots and then click Reports.

Types of reports

Two types of reports exist to help you determine how and where your users are using your website. They are based on whether you are targeting your content to a particular group, or if you are using A/B testing.

  • Targeting - Targeting reports show data for rules with only a single piece of content. They show the performance of the single content variation for the rule’s associated goals. There is no comparison between different content variations.
  • Testing - Testing reports show performance data for rules with multiple content items or A/B tests. Additional metrics applicable to tests will be shown, such as a Winner variant.

Rule report sections

Rules reports are divided into three sections, which are the same for both types of reports. The reports contain various reporting metrics, which vary depending on the type of report and tested data:


Reports in the Experience Builder may not exactly match reports in Personalization. Experience Builder builds reports in near real-time, while Personalization builds reports from processed data every 24 hours.

  • Goals list - Allows users to change which goals the data being shown in the graph and table apply to. For example, a rule may have two goals, such as Click-Through and Purchase. By default, the report displays combined performance data for all goals of a rule. Clicking the Goals list and selecting a single goal displays only the data for that goal.

    Goals list menu

  • Line graph - Displays the performance of the rule’s content variations for the selected goal or goals, which can be filtered by date and performance metric:

    • Conversion rate % - Percentage of the selected goal or goals met for each display of the variation
    • Conversion value - The average value of the content variation’s ability to generate completed goals, based on the values assigned to the goals. By default, goals have a value of 1 and can be configured on the Personalization Goals tab.

    Line graph filters

  • Content table - A list of the rule’s content variations and associated data attributes. This defaults to Times Shown. Click the list to change the data metric.

    Lift content filter menu

    The following metrics are used for the content table. Metrics marked Test only are used only in testing personalizations.

    • Times Shown - Number of times a given piece of content was displayed
    • Goals met - Number of times that website visitors completed the selected goal or goals after viewing the content variation
    • Conversion rate % - Percentage of the selected goal or goals met for each display of the variation
    • Chance to beat control (Test only) - Represents a measure of confidence that this content variation will perform better than the control. By default, the control is the first content variation listed. Technically, this number is 1 minus the p-value of a hypothesis test, where the p-value is the probability of seeing the difference we have observed.
    • Lift (Test only) - Estimated increase in conversions if this content variation were to be shown all the time, versus the control
    • Winner (Test only) - The most effective content variation for website visitors. By default, the confidence threshold is set to 95%.