When you launch a campaign, your customers will start to generate relevant data. Once this process is underway and we've got enough data to get started, we'll begin reporting against some key metrics.

These are the metrics you'll use in your team to determine your campaign's impact, and you'll likely use these metrics in wider merchandising and marketing discussions.

You can review this data by opening your campaign and navigating to Campaign metrics:

INFO: For campaigns launched with audience splits of 50% and 95%, we'll need to see 500 converters in the control and the campaign (variation) before we can say anything meaningful about campaign performance. You won't see any metrics until this threshold has been passed.

You'll find a load of useful material in our FAQs and our Glossary, including how we determine winners and losers, the impact of changing visibility splits, and ending campaigns. We recommend you check it out!

As we mentioned above, for campaigns running at 50% and 95%, we have a minimum threshold that needs to be passed before showing metrics. The magic number is 500!

So when you first launch your campaign and until this number is reached, you'll see Not enough data for the metrics.

Once this threshold is passed, we can start reporting the changes for each metric. You can see this process in play in the following example:

Some words about... 100% campaigns

For a start, for campaigns launched at 100%, you won't need to wait for our 500 converters threshold. This is because with 100% visibility we are not comparing your campaign to your default website content-there's no A/B testing. All your visitors will see your campaign.

You'll still have to wait for your campaign to generate data before we can show metrics.

You'll also notice that the metrics we use for 100% campaigns are different.

There are three levels of reporting. The first is sitewide-this is an aggregation of ALL the campaigns on your site. Sitewide metrics are a great way of proving the value of the Merchandising Hub and your returns for your hard work and investment.

To get the sitewide impact, select Campaigns from the side menu.

Here's an example:

At the next level, the campaign, you'll find out how things are going for each of your campaigns.

To get the campaign impact, open one of your live or paused campaigns

You'll use these metrics to understand the impact of the campaign:

INFO: The metrics we report for campaigns with a 50:50 and 95:5 split are different from the metrics we report for campaigns launched at 100. Why?

To dive into some additional campaign metrics, such as Clickthrough Rate (CTR) and Revenue Per Customer (RPC), click Show campaign results.

In this example, you can see that we are confident in the data we've seen. The campaign is a winner:

You can find an explanation of each of the metrics we report against at the bottom of this article.

Switching to Experience metrics, you'll also find experience-level metrics that will prove especially useful when trying to understand how each experience stacks up against your default website content:

Or, if you chose to replace your control, how experiences performed head-to-head.

These experience-level metrics align exactly with your personalized content, recommendations, and badging campaign configurations. This means that any experience, recommendation, or badge you crerate will get its own experience-level metrics.

Each time a campaign is edited (see below) and re-launched, we store a new revision and reset experience metrics to zero. We do this because metrics need to come from the same underlying experiences to be statistically meaningful. By starting with a new set of metrics, we ensure that the data we report is based on a fair comparison.

INFO: Returning visitors who saw the initial and new revisions will be counted in each revision's experience metrics. It is therefore normal for the sum of visitors across revisions to not add up precisely to the total number of visitors in the campaign metrics.

When navigating to the "Experience metrics" tab, we display the data for the most recent revision by default. You can review the metrics of a previous revision by selecting it from the dropdown shown below. The date ranges in the dropdown represent the first and last day on which we calculated metrics for a revision. The dates may differ slightly from when the campaign was published or paused and will appear on newly launched revisions once we've computed the first batch of metrics.

Editing a campaign refers to any action that changes the campaign's logic, including:

• Adding, removing, or re-ordering experiences
• Changing the audience, strategy, content, or rules of an experience
• Adjusting the campaign from single to multi-variant, etc

Let's focus now on a metric card and discuss how we interpret the results.

If you look at the example below, you can see what happens to data confidence as the campaign progresses and gathers more data, moving from 24% to 96%. Data confidence is an expression of how confident we are in the reported change for a metric-as more people see your campaign and the longer it runs for, the more confident we can be in the result.

Whether your campaign is a winner, loser, or something in between, we'll suggest what next steps you can take. For example, we might suggest increasing the number of people that see the campaign, pausing it, or even editing it. We'll look at this in detail in the next article Taking action.

We'll keep you updated about the progress your campaign is making, so you'll always have the metrics to back up whatever decision you take.

We'll declare the campaign a winner when:

• Enough people have seen your campaign
• It's been running for long enough
• The probability of an uplift in RPV is higher than 95%

Here's an example:

We'll declare the campaign a loser when:

• Enough people have seen your campaign
• It's been running for long enough
• The probability of an uplift in RPV is less than 5%

Here's an example:

We'll declare the campaign neither a winner nor a loser when:

• Enough people have seen your campaign
• It's been running for long enough
• The probability of an uplift in RPV is more than 5% but less than 95%

Before getting to the point where we can declare a campaign a winner, loser, or neither, we'll give you a heads up about the trend we are seeing:

The difference between a trending positive and winning campaign is only really the amount of data. When a campaign is trending positive or negative, we don't have the right amount of data to be confident in the uplift we are seeing.

You should pay particular attention to campaigns that are trending negative because at this stage, you still have time to intervene and make changes by changing the imagery or message.

Of course, we completely understand that what a winning campaign looks like to you and your team is a little more complicated than just looking at a single metric, such as RPV.

You and your team will know the reasons for launching a campaign and precisely what you are trying to achieve. To help you build a more balanced picture of each of your campaigns, we provide a host of over metrics, including view and click-based attribution-these are the metrics merchandisers look for as the strongest indicators of customer relationships.

Using click-based attribution, for example, is a great way to demonstrate your campaign's impact. Amongst other things, it shows:

• How well your brand resonates with your customers
• How engaging your content is
• The effectiveness of your funnel, from the initial engagement at the top to that order at the bottom

INFO: You'll find a definition for each metric in our glossary.

Whatever the result, we will suggest what actions you can take. As we've seen, this might be:

• Moving from a 50% visibility to 95% to engage more customers, where we've found a winner
• Waiting a bit longer for the data, where it's trending positive, but we're not quite sure of the result yet
• Pausing it or making changes, where we've found a loser (and this will happen) or if it's trending negative

We'll cover how you take action following test results in the next section, Taking action

A quick word about losing campaigns

The Merchandising Hub is a tool that allows you to get personalized content, product recommendations, and badging on your website without having to rely on a dev team and in a highly repeatable way; getting a campaign up and running can take minutes. This gives you a unique opportunity to discover what works with your customers and, equally, what doesn't.

A losing campaign and finding out what doesn't work is just as important as finding out what does. You'll likely have many losing campaigns, especially at the outset. Take away the lessons, use the metrics we provide to understand why, and build those lessons into your next campaign.

"Win or lose, I always learn something."