How to analyze goals, audiences, and personalizations

Here's how to use Unless' built-in data platform to analyze the success of your personalization project.

Unless Insights

The Insights section of your Unless account is split into Performance and Visitors. The Performance report contains analytics data about your goals and audiences. The Visitors section is a record of everyone who has visited your website in the past 30 days.

unless insights reorts tab The Performance report opens by default when you click on the Insights tab.

Performance Report

The performance report contains data about:

  • top performing Audiences
  • goal performance
  • personalized web sessions vs. unpersonalized ones
  • performance for new visitors vs. returning ones
  • average session value & avg. (audience) member value
  • value generated thanks to personalization

Goals & Audiences

To see results on your Performance page, you have to create at least one audience and one goal (learn how to set a goal). Unless will then start collecting data. The data is broken down into:

  • Goal performance
  • Personalized audiences by goal

Goal performance

Goal Performance gives you a broad understanding of how your personalizations perform. It measures how often a goal was reached during non-personalized vs. personalized sessions.

goals insights goal performance The image above shows how often three goals were reached in personalized vs. non-personalized sessions.

You can switch between the tabs "new visitor" and "returning visitor". By clicking on details you can see additional data.

  • Non-Personalized sessions: # of sessions and conversions where no personalizations were applied
  • Personalized sessions: # of sessions and conversions for visitors who saw any personalizations
  • Conversion rate: measures the # of visitors who reached your goal at least once during their web session
  • Revenue: conversions * goal value (hover over the green arrow to see how much additional revenue you made thanks to personalization)
  • Avg. session value: revenue/sessions

goal insights with values The image above shows that the goal "Book a demo" had a conversion rate of 0,5% for non-personalized web sessions and 1,5% across all personalizations. So, thanks to personalization the goal is now reached ~213% more often.

Personalized Audiences by Goal

From the dropdown you can select a goal and see how often it was reached by each audience. Every audience is made up of control group members and participants (=visitors who saw your personalizations).

goals insights unless The image above shows how three audiences perform for the goal "book a demo".

You can switch between the tabs "new visitor" and "returning visitor". By clicking on details you can see additional data:

  • Control group: within this audience this is the # of visitors who saw your original, unpersonalized website
  • Participants: within this audience this is the # of visitors who saw your personalizations
  • Conversion rate: measures the # of audience members who reached your goal at least once (could be more often)
  • Revenue: conversions * goal value (hover over the green arrow to see how much additional revenue you made thanks to personalization)
  • Avg. member value: revenue/audience members

members insights with values unless The image above shows you that for the audience "FB Christmas Campaign" the goal "completed order" had a conversion rate of 20% for the control group and 25% for participants. The avg. value is 5€ higher for members who saw personalizations. Both numbers, the higher conversion rate and the increased avg. value, show that our personalizations generate more revenue.

FAQs

Why is the # of total conversion on Goals view not equal to total conversions on Audience view?

This is caused by measuring different metrics. The Goal performance view is based on sessions while the Audience performance view is based on visitor ID. The visitor ID is a unique identifier for each of your visitors and it is persistent (until the person deletes their cookies). Within a session, you can reach a goal once (=unique per session). But, you could reach a goal once while being part of multiple audiences (e.g. "from Germany" and "Returning"). Vice-versa, within an audience, you can reach a goal once (=unique per visitor ID). This means, even if you reach a goal multiple times in multiple sessions, it's only counted once.

Example: You have a goal called "viewed pricing". Person A visits your page 3 times (=3 sessions) and views your pricing page each time. Person A belongs to two audiences ("from Germany" and "device=desktop"). This results in the following performance:

  • goal reached 3 x for 3 sessions
  • goal reached 1 x for audience "from Germany"
  • goal reached 1 x for audience "device=desktop"

Why is the avg. value on Goals view not equal to avg. value on Audience view?

Again, this is caused by measuring different metrics. The Goal performance view is based on sessions so the avg. value is displayed per session. The Audience performance view is based on visitor ID so the avg. value is displayed per audience member. Since an audience member can only convert once, their member value will go up while the # of conversions will remain unchanged.

Example: You have a goal called "purchased". Person A made 3 purchases in 3 days (=3 sessions). Each purchase is valued at 10€. Person A belongs to one audience ("Referrer:Facebook"). This results in the following performance:

  • goal reached 3 x for 3 sessions → avg. session value = 10€
  • goal reached >=1 x for audience "Referrer:Facebook" → avg. member value = 30€

Why is my control group not equally distributed?

Whether a visitor is a member of the control group is decided upon their first website visit and saved in a cookie. Changing the control group percentage, changes how visitors are distributed between control and participants. However, this change ONLY applies to new visitors. Returning visitors are not reassigned. Consequently, a change in control group % can lead to an inbalance in visitor distribution. To assure correct data interpretation, focus on the tab "New visitors" and wait a few days or weeks for the numbers to realign.

Why do Google Analytics and Unless show different values for the same goal?

Comparing goals across different analytics tools is always tricky, typically, you'll see discrepancies of ~10%. Discrepancies can usually be explained by when the tools trigger the goal event and what they count as a completed event.

Example: A "page viewed" goal can either be counted based on unique or total pageviews. Both approaches are valid but produce different results.