Overview

TestSignal’s Analytics engine gives you everything you need to understand how your experiments are performing — and how your store is performing overall. From conversion lift to revenue impact, from visitor behavior to experiment significance, the TestSignal Analytics suite helps you make confident, data-backed decisions without needing a data team.

Two Key Analytics Layers

Our analytics engine spans two different offerings:

1. Experiment Result Analytics (Deep Dive into Every Test)

Every experiment you run — Price, Shipping, Theme, Product Image, Product Description, or Layout — comes with a full analytics dashboard tailored to that test.

What You Can See

• Conversion Rate by Variant: Measure how each test group performs in converting visitors into buyers.

• Revenue & Sales Breakdown: Track total revenue, orders, AOV, and AUR generated per group.

• Profit Per Visitor & Margin Insights: Great for price tests — understand which price point actually maximizes profit, not just revenue.

• Visitor & Exposure Data: See how many people saw each variant and whether traffic is evenly distributed.

• Date Filters & Group Filters: Analyze performance for the full duration or zoom in on specific dates (helpful after pausing/editing tests).

Why It Matters: Experiment Analytics tells you what is winning, why it’s winning, and how confident you can be in the result.

2. Dashboard Analytics

While Experiment Analytics focuses on individual tests, the Dashboard gives you a complete view of your store’s performance and the impact TestSignal is creating across all experiments.

1. Core Store Metrics (Compared to Yesterday)

   • Total Exp. Sales — Sales influenced by TestSignal experiments

   • Total Revenue— Your total store revenue

   • Conversion Rate — Overall storewide conversion

   • Total Orders — Number of completed orders

   Each metric shows a percentage change compared to the previous day, making trends easy to spot.

2. App-Attributed Sales Performance
   This section shows the uplift driven specifically by TestSignal experiments. We calculate performance using:

   • AUR (Average Unit Retail)
   • AOV (Average Order Value)
   • UPT (Units Per Transaction)

   You’ll instantly see which experiments are adding real dollars to your bottom line.

3. Ongoing Experiments Summary
   A quick snapshot of all tests running right now, including:

   • Experiment type
   • Duration
   • Traffic distribution
   • Key performance signals (conversion lift, revenue trends, etc.)

   Perfect for checking progress without opening each experiment individually.

4. Visitor Insights
   Understand who’s visiting your store and how traffic is evolving. You’ll see:

   • Total Visitors
   • New Visitors
   • Returning Visitors

   These insights help you determine whether performance changes are due to traffic shifts or experiment impact.

Data Sources & Accuracy

TestSignal uses a mix of data sources to keep analytics reliable:

• Shopify’s client-side web pixels
• Shopify server-to-server webhooks
• TestSignal’s own client-side tracking