Primary vs secondary metrics
Each campaign has one primary metric that drives the verdict. All other metrics are tracked as secondary (diagnostic) metrics for monitoring purposes.
Pre-registration
The primary metric is chosen when setting up your campaign and cannot be changed once the campaign starts sending. This is a deliberate safeguard called pre-registration. If you could change the metric after seeing results, you might (even unconsciously) switch to whichever metric makes a particular variant look best. Pre-registering the metric keeps the test honest and prevents cherry-picking.
Primary metric
The primary metric determines which variant wins. Your options are:
- Conversion rate (default): what percentage of recipients took the desired action
- Click rate: what percentage of recipients clicked a link
- Open rate: what percentage of recipients opened the email
- Revenue per exposure: average revenue generated per recipient
Choose the metric closest to your business objective.
Secondary metrics
All non-primary metrics become diagnostics. They are shown in the expandable metrics table but never determine the winner. Secondary metrics help you understand the full picture, such as a variant that wins on revenue but has a slightly lower click rate.
The metrics table
Below each slot’s charts, there is an expandable metrics table showing the raw numbers for every variant:
| Column | What It Shows |
|---|---|
| Variant | The variant name, with badges for “Control” and “Winner” |
| Exposures | How many recipients were assigned this variant |
| Opens | How many opened the email |
| Open Rate | Opens / Exposures |
| Clicks | How many clicked a link |
| CTR | Clicks / Exposures |
| Conversions | How many completed the desired action |
| Conv. Rate | Conversions / Exposures |
| Unsubs | How many unsubscribed |
| Bounces | How many emails bounced (hard or soft) |
| Complaints | How many recipients marked the email as spam |
| Revenue | Total revenue attributed to this variant |
| Rev/Exp | Revenue per exposure (average revenue per recipient) |
This table is collapsed by default because the verdict card, charts, and uplift callout already tell you everything you need to make a decision.