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MVT Campaigns analytics

MVT Campaigns analytics provides actionable insights to help you understand and optimize the performance of your multivariate testing (MVT) campaigns.

This analytics tool enables you to filter and explore campaign data across multiple dimensions. You can easily identify which factors drive success or contribute to underperformance, helping you make informed decisions and refine your strategies.

Use MVT Campaigns Analytics to:

  • Gain a clear view of campaign performance across variations and dimensions.
  • Pinpoint the key drivers of positive results.
  • Diagnose underperforming elements to improve future outcomes.

To access the analytics, navigate to Analyze > MVT Campaigns.

Access MVT Campaigns Navigation

Session and Conversion Rate calculation

MVT Campaigns analytics uses the same filtered Sessions count as Subscription analytics. Traffic classified as likely automated or non-actionable is excluded from Sessions and from the denominator of Conversion Rate. This filtering affects reporting only and does not block customer sessions or payments.

Available modes​

A Mode Selector, located at the top left above the chart area, allows you to switch seamlessly between two analysis modes:

  • Routing: View the performance of all MVT Campaign routings—whether or not a test is actively running. This mode enables you to analyze how different routing strategies are impacting key performance metrics such as revenue, conversion rate, and average order value across customer segments and dimensions.

  • Tests: Focus specifically on the results of MVT tests by comparing test candidates (variants) against a control candidate within a selected test audience. If a control was removed, changed, or the routing was edited after the test ran, switch from Running to Historical and manually select the candidates to compare.

MVT Campaign Modes Selector

Routing mode​

When the Routing mode is selected, the MVT Campaign Analytics report provides a comprehensive view of how your MVT Campaigns perform under your configured routing rules.

The Routing view consists of two main components:

  • An interactive Performance Chart, which can be configured to display either:
    • Top Performing Campaigns over time, based on key performance metrics, or
    • Top Performing Audience Regions over time, enabling geographic trend analysis.

  • A detailed Candidate Performance Breakdown Table, which provides granular performance data for each candidate across your MVT Campaigns. This table supports advanced filtering, column customization, and export to Excel for further analysis.

Together, these components help you understand both broad patterns and deep details of your MVT Campaign performance under live routing conditions.

Performance chart​

The Performance chart offers a high-level visual overview of your MVT Campaign performance, helping you quickly spot trends, compare key metrics, and identify areas for further analysis.

Routing Performance Chart Example

The default view displays the Top 5 MVT Campaigns (if available), ranked by total Net Revenue for the selected period, with performance trends visualized over time.

Use this view to quickly identify which MVT Campaigns are driving the most revenue during the selected period.

Performance chart settings​

The Performance chart offers flexible options to tailor your analysis and explore MVT Campaign results from different perspectives. You can adjust both the chart representation and the metric used to define top performance, allowing you to focus on the insights most relevant to your business goals.

Chart representation​

While the default view shows top performing MVT campaigns, you can switch the chart representation to Audience Regions to see which audience regions (as defined in your Audience Settings) have performed the best during the selected period aggregated across all campaigns and candidates.

Routing Chart Representation - Audience Regions

Metric Options​

Regardless of the chosen representation, date range, and filters applied, you can define the metric used to identify the top-performing campaign or audience region.

Routing Chart Representation - Select Metrics

Available performance metrics​

Use the following information to understand available performance metrics.

  • Net Revenue: Customer Sales Revenue Net, after returns and refunds, displayed in the selected currency. You can switch between currencies using the filter panel.

  • Conversion Rate: The number of Paid Orders (before refunds) divided by the number of Sessions. Only orders linked to sessions are counted to ensure accuracy in conversion calculation.

  • Orders (Paid): The total number of Paid Orders before returns or chargebacks. This metric shows raw order volume generated by campaigns or regions.

  • Orders (Returned): The number of orders that resulted in refunds or chargebacks. Useful for monitoring order quality and understanding refund patterns.

  • Sessions: The total number of visitor sessions during the selected period. The sessions are counted regardless of whether they resulted in an order.

  • Average Order Value (AoV): The average value of an order, calculated as (Net Revenue after refunds and chargebacks) ÷ (Orders after returns). AoV provides insight into the typical order size and helps assess the value of customer transactions.

  • Other settings: You can also adjust the data shown in this view using the Date Selection options and Filters as described at the end of this article.

Candidate Performance Breakdown table​

The table below the charts provides a detailed performance breakdown of your MVT Campaigns, with results displayed at both the campaign and individual candidate level.

The table includes only candidates that have generated Net Revenue or Sessions during the selected period, helping you focus on meaningful activity. By default, the results are sorted by Net Revenue in descending order, so your top-performing campaigns and candidates appear first.

Candidate Performance Breakdown Table

Candidate Performance Breakdown table settings​

You can customize the table to explore your data in the way that best supports your analysis:

  • Expand each MVT Campaign row to view the performance of its individual candidates.
  • Reorder the table by clicking any column header to sort the data accordingly.
  • Customize which columns are displayed by selecting or deselecting columns in the Manage Columns dropdown.
Table columns​

Default Columns:

  • MVT: Displays the ID and Name of each MVT Campaign and its associated candidates.
  • Candidates: The total number of candidates within each MVT Campaign that are displayed in the table.
  • Net Revenue: Customer Sales Revenue Net, calculated after returns, refunds, and chargebacks.
  • Conversion Rate: The number of Paid Orders (before refunds) divided by the number of Sessions. Only orders linked to sessions are included in this calculation.
  • Average Order Value (AoV): Net Revenue (after refunds and chargebacks) divided by Orders after returns. This metric reflects the average value of an individual order.
  • Sessions: The total number of visitor sessions during the selected period.
  • Orders (Paid): The number of Paid Orders recorded, prior to any returns or chargebacks.
  • Destination URL: The URL of the checkout flow associated with each candidate. Provides a direct reference to the version of the checkout experience customers were routed to.
  • Audience Region: The Audience Region assigned to the candidate, as defined in the MVT Campaign’s Audience Settings.
  • Modified: The date when the MVT Campaign or Candidate was last modified.

Additional Available Columns (use "Manage Columns" dropdown to add):

  • Test: Indicates whether the MVT Campaign currently has an active test running. Helps distinguish between routings used purely for segmentation and those being tested.
  • Status: The current status of the MVT Campaign or Candidate (Active or Inactive). Especially useful when including Inactive items in your analysis.
  • MVT URL: The URL associated with the MVT Campaign. Useful for validating campaign routing and testing configurations.
  • Orders (Returned): The number of orders that resulted in refunds or chargebacks. Helps monitor order quality and identify refund trends.
  • Orders (Aggregated): The net number of orders, calculated as Orders (Paid) - Orders (Returned). Provides a quick view of retained order volume after accounting for returns.
note

Columns appear in the order they are selected—so if you uncheck a column and then add it back, it will appear at the end of the table.

  • Other settings: You can also adjust the data shown in this view using the Date Selection options and Filters, and use other tools such as table export, as described at the end of this article.

Filters​

Regardless of the selected chart representation or table, you can refine the data displayed using the Filters panel. Applying filters allows you to focus your analysis on specific campaigns, candidates, audiences, or customer segments, making it easier to uncover actionable insights and tailor your reporting to your business needs.

Available filters​

Available filters include:

  • Client: Select the Client account to be analyzed (useful if you have access to multiple clients). The logged-in user's Client is selected by default.

  • MVT Campaign: Select specific MVT Campaigns to analyze, or choose All to include all available campaigns.

  • MVT Campaign Status: Choose whether to include Active, Inactive, or All campaigns.

  • Control Status (Available only in the Test mode): Filter by Control status of test candidates.

  • Candidate: Focus the analysis on a particular Candidate, or select All to include all Candidates.

  • Candidate Status: Choose whether to include Active, Inactive, or All candidates.

  • Audience Region: Filter the analysis by regions defined in your Audience Settings.

  • Billing Region, Country: Filter performance by the customer’s billing location (Region and Country).

    note

    Session country may differ from Billing Country, which can result in inconsistencies in Session and Conversion Rate counts by Region or Country.

  • Product: Filter by specific products or services.

    note

    Single orders can contain multiple products. When viewing Orders by Products, counts represent orders containing each specific product, so totals may exceed overall order counts.

  • Payment Type, Subtype: Filter by the payment method used by the customer.

    note

    Payment type data is not always available for sessions. As a result, Conversion Rate by Payment Type may be less reliable due to many "Unknown" entries.

  • Operating System: Filter by the customer’s device operating system.

  • Browser: Filter by the customer’s browser type.

  • Recurrence: Filter by transaction type: Subscription or One-time Purchase.

  • Currency: Select the currency in which revenue-related metrics are displayed (For example, EUR or USD). The Main Client’s currency is selected by default.

Important

By default, only Active MVT Campaigns and Active Candidates are included in the report chart and table. To include Inactive campaigns or candidates in your analysis, adjust the MVT Campaign Status and Candidate Status filters accordingly.

Other data adjustment tools​

The other settings include:

  • date adjustments
    Analytics - Date Selector

  • table export
    Analytics - Data Export

  • data drill-down and filtering
    Analytics - Drill Down

To learn more about additional filter and tools available on the analytics dashboards see the corresponding document.


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