Our platform is above all designed to help you drive your business forward. That’s why in AB Tasty you can set up a range of metrics straight out of the box that have meaningful business impact. And our agentic AI, Evi, will help you analyze test results fast and provide you with valuable insights your team might otherwise miss.
We put the key in KPI
AB Tasty provides comprehensive reporting tools to evaluate the performance of your campaigns, focusing on the achievement of specific KPIs, called goals. These can be set up both at the account level and campaign level right out of the box. There are six different types of goals that you can chose to define as a KPI. These are:
Action tracking: Clicks, dwell time, iframe clicks, element visibility, scroll rate.
Page tracking: Visits to a particular page or group of pages.
Browsing metrics: Revisit rate, bounce rate, exit rate, pageviews per session.
Transactions: Average order value (AOV), purchase rate, total revenue.
Datalayer Goals: Tracking based on variables in your website’s data layer
Custom tracking: Trackers you’ve created with custom code on your website.
You shouldn’t get bogged down trying to define too many KPIs. And less is definitely more in this case. Try to identify 3 – 5 KPIs for each major business objective. If you Start with KPIs that are directly tied to business outcomes, they’ll help drive your business forward.
You measure you with custom metrics
These out of the box metrics are a great starting point. But no two businesses are the same, and your customer journey is unique. Standard KPIs might not capture interactions that are critical for you. By measuring what makes your business unique, you get insights that your competitors don’t have access to.
In AB Tasty, you can create Custom Trackings that are directly linked to your website’s DataLayer. This lets you create personalized metrics based entirely on your unique data. You can also create custom trackers using JavaScript, giving you the flexibility to measure almost any interaction on your website. These custom tracking events can even be used to replicate goals from other platforms, like Google’s GA4.
Real-time reporting happens now
We know that speed is critical to your business. For optimization to be effective, the feedback loop between action and insights needs to be as short as possible. Real-time reporting empowers your team to spot problems or winners within minutes, not days, enabling them to make confident decisions quickly.
That’s why AB Tasty offers real-time reporting capabilities that activate automatically when you push a campaign live. During the most critical initial phase of a test (the first 1,000 unique visitors or the first 12 hours), data for each goal and variation is updated every five minutes. We also provide a Live Hits monitoring tool which allows you to track event data at any time. This allows you to make faster, smarter decisions based on up-to-the-minute data.
Test with Confidence
Understanding the story your statistics are telling you is obviously crucial to making the right decisions. At AB Tasty, we use a Bayesian statistical model that provides you with intuitive, actionable results you can understand. We use two key figures to help you make more confident decisions:
- A 95% confidence interval: This gives you a likely range for the true value of a gain. If the confidence interval for the gain is [2% 8%], we are 95% confident that the true uplift from this variation is between 2% and 8%. The remaining 5% represents the margin of error.
- The chance to win: This is a direct probability that tells you how likely it is that a variation is better than the original. A 98% chance to win means there’s a 98% probability that the variation is the true winner.
Move at the speed of evidence with Evi
Having data and reporting from your tests is one thing, but analyzing those is another. Until recently, this has often been a time-consuming process and sometimes involved a little guesswork. But by integrating agentic AI into the reporting process, you can analyze data fast and receive valuable insights that your team might otherwise miss.
Evi is AB Tasty’s AI-powered marketing agent designed for evidence-based decision making. It transforms your data into clear, actionable strategies for repeatable, measurable results, ensuring every step you take is grounded in evidence.
With Evi, your team can:
- Greatly accelerate the reporting process, enabling you to analyze campaign data within a matter of clicks not hours.
- Extract deeper insights, all driven by actual website data using built-in AI analysis.
Evi features two separate AI agents accessible from the reporting page for each campaign in AB Tasty: Evi Analysis and Evi Explore.
Evi Analysis
Tired of spending hours sifting through data tables and colorful charts and wondering what they all mean? Evi Analysis will analyze your campaign data and deliver clear, actionable insights. It highlights winning variations and breaks down why they drive transactions so you can feel confident in your next move.
Simply enter your questions and Evi Analysis will process the underlying metrics, statistical significance, and objective performance to deliver clear, concise answers backed by campaign data. All in a matter of clicks. Use case examples might include:
- Explaining the winning variation.
- Challenging your hypothesis.
- Giving you the best CRO practices based on your campaign results.
Evi Explore
Want to know if your tests will actually drive revenue? Evi Explore, powered by our own patented metric, RevenueIQ, makes it easy to interpret the results of campaigns that use a transactional goal (i.e. a goal that tracks purchases or revenue).
Evi Explore gives you a clear, statistically sound view of the revenue impact of each test variation before you launch. Rather than simply relying on traditional metrics like conversion rate or average order value (AOV), RevenueIQ combines these into a single metric to give you a direct view of revenue per visitor and per month.
This means no more inconclusive campaigns, no more ‘conversion rate vs AOV’ dilemmas, and a significant reduction in ‘undecidable’ tests. Teams can now project the revenue impact of a campaign before full rollout with confidence intervals for best- and worst-case scenarios. This gives you the confidence to make faster, more profitable decisions. And because none of our competitors currently offer a comparable metric, by using AB Tasty you receive insights others won’t have.
