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Reading Your Results
The verdict banner
When a test concludes, the banner gives you two actions:
- Deploy to 100% sends all traffic to the winning variant and stops the test.
- Conclude & add to learnings closes it and files what it found in Learnings.
Conclude losing tests too. A failed variant still tells you something, but only if it is recorded.
The summary cards
Leading variant names the best variant, or tells you how many days are left. No leader is named before the window completes.
Conversion lift is how much better the leader converted, with the range the true effect sits in. A range entirely above zero is what makes a win real. A range crossing zero means the direction is still unknown.
Chance to beat is the probability the leader genuinely beats the original. 95% calls a winner.
Read the range, not the number
"+13.1%" is a best guess. "+5.4% to +21.3%" is what the data supports. Forecast against the low end.
The table
| Column | Meaning |
|---|---|
| Split | Share of traffic. Even, and fixed for the life of the test |
| Visitors | Unique visitors who saw this variant |
| Add to cart | Share who added to cart, when that goal is on |
| Conversion rate | Share who completed your primary conversion |
| Revenue | Total revenue from this variant |
| Revenue / visitor | Revenue divided by visitors, with its range |
| Uplift | Conversion rate against the original, with its range |
| Chance to beat | Probability this variant beats the original |
Revenue per visitor is the one to watch. It is conversion rate multiplied by average order value, so it catches a variant that converts more people onto cheaper products. Conversion rate up and revenue per visitor flat means the change moved who buys, not how much they spend.
Revenue columns need the Dalton Pixel.
Breaking it down
By device and By channel re-run the comparison on a slice of traffic. A change can win on desktop and lose on mobile. Segments need 500 visitors per variant, so they appear later than the headline figures.
Simple, Detailed and Intervals control how much of the table shows. Detailed adds orders and average order value. Intervals shows the range for every figure.
Differences from GA4
Dalton and GA4 attribute sessions differently and exclude bots differently, and GA4 samples large reports. Act on the relative comparison. See Analytics Integration.