# Experiments ROI dashboard

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This feature is currently in **early access.**
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This tutorial guides you through the Experiments ROI Dashboard: AB Tasty's strategic planning tool for measuring and projecting the financial impact of your experimentation program. You'll learn how to use its advanced features including accuracy settings, quarterly analysis, and revenue projections powered by RevenueIQ™.

## What's new

The Experiments ROI Dashboard uses an optimized calculation method that ensures every euro/dollar of revenue is counted exactly once, even when customers are exposed to multiple experiments simultaneously. This gives you a true picture of your experimentation campaigns financial impact.

## Accessing the dashboard

1. In the main AB Tasty navigation bar, click on **Strategy**
2. Select **Impact Dashboard,** then **Experiments ROI**

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The report will display data from the last quarter with **ROI optimized data** as Testing phase impact calculation method, with over 3 months as **expected uplift**, by default.
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<figure><img src="/files/hR2C4Bqdh8CcGrjdLTEk" alt=""><figcaption></figcaption></figure>

The three main indicators of the dashboard are:&#x20;

#### **1) Global experiments ROI**

It’s the sum of the testing phase revenue impact and the uplift that will be generated overtime by your winning variations from Web Experimentation campaigns only.

#### 2) **Testing phase revenue impact**

It’s the sum of each quarter revenue impact based on real production data.

#### **3) Expected winners uplift overtime**

It’s the sum of each quarter winning variations uplift over the selected month based on **RevenueIQ** most probable scenario.

## ROI impact

* A green display indicates that running the campaign positively impacted revenue generation.
* A yellow display indicates a negative impact on revenue.

<figure><img src="/files/yGEyLJ88NNe2JweVZcxy" alt=""><figcaption></figcaption></figure>

## Understanding accuracy settings

### Testing phase impact calculation

You can select the Testing phase impact calculation method

#### ROI optimized data

Data is attributed homogeneously between campaigns to deduplicate transactions and perfectly represent the real business impact.

#### Report standard data

As in A/B test reports, it doesn’t use an attribution strategy to manage parallel running campaigns. This approach is optimal for A/B test analysis but not suited for ROI calculation as it can’t be summed up safely.

<figure><img src="/files/oDAU4VrLJpbRabsA5nI7" alt="" width="359"><figcaption></figcaption></figure>

### Calculation rules&#x20;

To ensure accuracy, these rules apply:

* **Campaign types**: A/B tests and multipage campaigns
* **Statistical threshold**: Only uplifts with **95%** or higher chance to win are counted

### Expected uplift calculation

#### **Uplift Estimated (Time Period)**

This dropdown controls **how far into the future** you want to project the revenue uplift. You have three options:

* **Over 1 month** - Projects uplift for the next month
* **Over 3 months** (default) - Projects uplift for the next quarter
* **Over 6 months** - Projects uplift for the next half-year

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Only campaigns with status "**Ended,**" "**Analysis,**" or "**Archived**" are included in uplift calculations. Paused campaigns are excluded as this is a temporary status.
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#### **Winner Selection Method**

This dropdown controls which winning experiments are included in your projection calculations:

**1) Best winner of each quarter only (Default)**\
Only the single best-performing winner from each quarter is included in projections.

The system identifies the experiment with the highest projected monthly ROI in each quarter. Only that "best winner" is used for the projection calculation and the other winning experiments are visually "dimmed" in the campaign list\
\
You can use it when you want to&#x20;

* Focus on your top performers only.
* Budget planning where you want the most reliable single number
* When explaining to stakeholders which test had the biggest impact

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When multiple campaigns run at the same time, their effects can interact. Implementing all campaigns from a quarter doesn't guarantee you'll achieve the sum of their individual uplifts, since combined effects may differ from isolated results.
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**2) All winners**

Every winning experiment from each quarter is included in projections. The system sums the projected monthly ROI from ALL winning variations. All winners are displayed in green.


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