ROI dashboard

The ROI dashboard provides a global overview of the CRO activity of your AB Tasty accounts, and enables you to monitor your campaign’s performance over time. It displays key insights about your CRO activity, profit, and secured gain for one or several accounts.

Main information

In the ROI dashboard header, you can select the account(s) for which you want to display the metrics. Only accounts accessible to you are available in the drop-down list. The ROI dashboard displays the following sections:

• ROI

• Users per month

• Campaigns per month

• Transactions per month

Good to know 💡

All metrics are calculated over the past 12 months.

ROI

The ROI metric is available on all accounts where the transaction tag is implemented. In the ROI section, you need to select the affiliation for which you want the data to be displayed. The affiliation coincides with the name assigned to the transaction as it appears in the list of goals to configure. For more information on the transaction tag, refer to How to implement the transaction tag.

Good to know 💡

You can merge ROI data from multiple accounts only if they have exactly the same affiliation name.

The graph displays the following metrics:

Metric	Definition	Calculation
ROI gain	The sum of the Uplift and Secured gain recorded over the past 12 months.	Uplift + Secured gain
Uplift	Incremental revenue (or loss) would have been generated if the visitors who saw the Original had instead seen the variation. We first need to know the Revenue per Visitor (RPV) generated on the Original version: RPV (Original) = Total Revenue (Original) / Number of Visitors (Original). Then, we need to know the potential income we would have had if the visitors who have seen the Variation had seen the Original version instead: Potential Income (Original) = RPV (Original) * Number of Visitors (Variation).	The difference between the revenue actually generated by the visitors who have seen the variation and the Potential Income these visitors would have generated if they had seen the Original instead: Uplift = Total Revenue (Variation) - Potential Income (Original)
Secured gain	Negative revenue from the Uplift.	If Total Revenue (Variation) - Potential Income (Original) < 0

The Show details section displays the list of campaigns taken into account in the calculation including the CampaignID, the Campaign name, the Uplift, and the Secured gain.

Good to know 💡

Only campaigns (test and personalization) including at least 10% of traffic on the original version and a Revenue per Visitor (RPV) greater than 5000 are taken into account in the ROI section.

For accounts on which Social proof widgets, the total ROI is split between the ROI generated on:

• Campaigns without Social proof widget

• Campaigns including Social proof widget

ROI_smart_widget_graph.jpeg

Users per month

The Users per month section displays the following metrics:

📈 Metric	➗ Calculation
Visitors per month	Sum of monthly visitors over the past 12 months. 💡 Data is loaded using Data Explorer.
Average number of visitors	Sum of monthly visitors over the past 12 months divided by 12. 💡 Data is loaded using Data Explorer.

The chart shows the number of unique visitors per month for the past 12 months.

Campaigns per month

The Campaigns per month section displays the following metrics:

Metric	➗ Calculation
Number of campaigns created	Total number of campaigns created over the past 12 months. ⚠️ Sub-campaigns (such as scenarios in personalizations and subpages in multipage tests) are not taken into account.
Number of campaigns started	Number of campaigns launched over the past 12 months. 💡 Calculation starts when a campaign reaches more than 1,000 visitors. Each scenario of a personalization campaign is counted separately.
Number of campaigns running	Number of campaigns currently running 💡 Calculation starts when a campaign reaches more than 1,000 visitors in the current month. Each scenario of a personalization campaign is counted separately.

The Show details section displays a table with detailed information for each month.

Transactions per month

The Transactions per month section displays a chart with the followings tabs:

Metric	Calculation
Transactions	Total transactions of all selected accounts.
Transaction revenue	Sum of the revenues of all selected accounts.
Transaction rate	Number of total transactions / total of sessions of all selected accounts.
Revenue per transaction	Sum of revenues / total of the transactions of all selected accounts.

For each tab, a trend forecast for the current month is displayed. The transaction forecast corresponds to the average of the 4 metrics per day for the current month multiplied by 30 and compared with the average of the past 2 months.

The “Show details” section displays a table with detailed information for each month.

Good to know 💡

Data relating to Users per month, Campaigns per month, and Transactions per month are merged if several accounts are selected.

ROI dashboard currency

The currency is set up at the account level. It will define the currency of your transactional data in your campaign reports and ROI dashboard (e.g., Revenue KPIs).

See here how to choose your account currency.

The currency you set by default should match the currency on your website, as currency conversion is not managed. If you change your account currency, the values displayed on the reports will stay the same – only the currency symbol will change. ⚡️ In the case of an account with multiple websites with different currencies, the value will display in the account currency as defined in the settings. ⚡️ In the case of multiple accounts with different currencies, the values are aggregated independently of their currencies.