Review optimization results

Find out how to dig into your results and learn what each metric indicates.

After you launch an optimization, it takes about 30 minutes for initial processing before results begin to appear. Once processing is complete, the report updates every minute with the latest data.

To view results, go to Optimizations in the Navigation panel and select an optimization.

Navigating and refining the report

By default, the report shows results for the optimization’s target goal over the selected date range. You can adjust what’s shown using the menus in the top bar and at the top of the results table:

• Date range — choose a different date range or select a specific interval
• Goal — view results for a different goal (if the optimization has multiple goals)
• Filters — refine results by attributes (e.g., show results for visitors on mobile devices)
• Columns — show or hide specific metrics
• Status — include or exclude paused and archived variations

Intervals overview

Intervals represent snapshots of your optimization's configuration over time. When a significant change occurs — like switching the target goal or launching a variation — the current interval ends a new one begins. This ensures the results are reliable and lets you compare results before and after key changes. You can switch intervals from the date range menu.

Variation metrics overview

Each variation in your optimization has its own set of performance metrics. These help you understand how visitors are interacting with each variation and which ones are driving conversions.

• Conversions — number of times a visitor completes the action tracked by the goal (e.g., clicking a button)
• Sessions — spans the time a visitor is actively browsing your site; ends after 30 minutes of inactivity
• Users — number of unique visitors who saw the variation — a visitor is only counted once, even if they return multiple times
• Conversion rate — the number of conversions divided by the number of sessions (e.g., 10 conversions ÷ 50 sessions = 20%)
• Strength (AI Optimize) — the probability that it will keep outperforming the no change variation, based on historical results
• Statistical significance (Test) — a confidence level that indicates when results are reliable enough to declare a winner

Audience insights overview

Audience insights help you understand how different types of visitors engage with your variations. The audience insights table shows conversion rates by audience, so you can quickly gauge which ideas resonate — and where to improve.

• Identify key marketing channels delivering your highest conversions
• Discover which ideas resonate with specific audiences
• Spot underperforming traffic sources or segments to improve

Cells are shaded based on conversion rate. Use the Conversion rate bar below the table as a key — darker cells indicate lower conversion rates, lighter cells indicate higher rates.

Account engagement overview

If Enhanced Match is enabled for your account, Optimize can match some visitors with their company. Integrations with 6sense or Demandbase help improve match accuracy. Account engagement includes two tabs:

• Accounts tab — shows company-level results, including which companies are visiting and converting
• Contacts tab — shows individual-level data for visitors matched through Salesforce outbound links

Performance and traffic allocation overview

The Performance over time and Traffic allocation over time charts show how variation results and traffic fluctuate. Use them to spot trends or see changes tied to specific events, like a sale or campaign.

• Performance — shows how conversion rates changed for each variation over time
• Traffic allocation — shows how much traffic each variation received over time

You can refine results with the Granularity and Metrics menus. Hover over a date on the chart to see more details.