In the last section, we looked at the metrics we report for each of your campaigns, and we showed you how those metrics change as a campaign gathers more data. We also looked at the suggestions we make as our confidence in the metrics improves, and some examples where we see winning and losing campaigns:

In this section, we'll cover how you implement our suggestions. In most cases, you can do this in a few clicks.

When the probability of Revenue Per Visitor uplift is higher than 95% for a campaign, we'll declare it a winner-this means we are more than 95% confident of a positive RPV uplift.

To supercharge winning campaigns, the obvious thing to do is show it to more people. For example, if you launched your campaign at 50% visibility, we'll now suggest upping that to 95% or 100%. To help you decide, we'll also show you a projection of how many people will see your campaign each week:

Let's have a go. We'll assume your campaign was launched at 50% visibility:

1. Open your campaign and click Increase visibility
2. Choose a visibility
3. Click Change immediately to make the change

Some words about... Changing to 100% visibility

As we've mentioned, in Post launch, the metrics we show for campaigns running at 50% or 90% are different to the metrics for campaigns running at 100%.

If you change the visibility to 100%, we need a way to keep the old data we used for A/B testing the campaign separate from the data we'll start collecting for the campaign in this new state.

To do this, we'll move the metrics generated before the change to a new tab, Historical metrics, and we'll show you the metrics for the campaign in this new state in Live metrics.

When the probability of Revenue Per Visitor uplift is less than 5% for a campaign, we'll declare it a loser-this means we are less than 5% confident of a positive RPV uplift:

When you see that a campaign hasn't had a positive impact, the obvious thing to do is to pause it to stop showing it.

Click Pause to stop showing the campaign on your website. All your visitors will now see your default content

For campaigns that are trending positive, you can sit back and relax. We'll need to see a bit more data before declaring it as a winner.

For campaigns that are trending negative, you may decide to pause it now rather than waiting any longer. Pausing frees up the placement it is using so you can think about using it for another campaign.

Where the data suggests some positive engagement, you might also consider editing it and making changes to the audience-perhaps you are not targeting the right groups of people, or your messaging/imagery is not entirely on point.

Of course, this doesn't mean that your losing or trending negative campaign can't rise from the ashes. Once you've paused it, you have a range of options to consider.

We know that what a winning and losing campaign looks like to you and your team is a little more complicated than just looking at a single metric, such as RPV, and it may even seem a bit short-sighted in doing so. However, RPV is a useful metric for evaluating success.

So looking beyond RPV at the wider picture is well worth the effort. You might have seen, for example, some positive signs in the clickthrough rate or clickthrough conversion rate; this suggests your campaign is resonating with your customers.

The poor RPV might therefore be a symptom of issues further down the conversion funnel. And for sure, a losing campaign offers further clues as to what doesn't work on your site-and these are data-driven outcomes that hold more weight than intuition or experience.

• Increase visibility - where you have a winner, supercharge your returns
• Wait - where the results are not yet final, but it's trending positively
• Pause - for losing or trending negative campaigns. Pausing stops the campaign from being shown to your visitors (and frees up the placement for another campaign)
• Edit - whatever the state of your campaign, this keeps the campaign live and allows you to make changes. When you are done, you can publish those changes