Impact Report (aka Return on Change)
The ROC (Return on Change) Calculator helps you measure and track the performance of your experimentation program over time. You can analyze metrics across different date ranges to understand your testing velocity, success rate, and overall impact.
Available Date Ranges
You can view your ROC data across the following time periods:
- Last 365 Days
- Last 180 Days
- Last 90 Days
- Last 30 Days
- Last 14 Days
- Last 7 Days
Note: The available date ranges depend on when you launched your first experiment. For example, if your oldest experiment was launched 100 days ago, you'll only see options for Last 90 Days, Last 30 Days, Last 14 Days, and Last 7 Days.
Period Comparison: This feature is only available when data exists for the previous period and doesn't extend beyond your oldest launched experiment. Using the same example above, the "Last 90 Days" range would not show comparison data.
Understanding Your Metrics
The number of launched experiments that received at least 100 visitors and were not IP targeted and had at least 100 unique visitors over their lifetime.
Your monthly testing rate, calculated as: (Total Experiments / Time Range) × 30
The number of days since your last experiment launch (with 100+ visitors).
An experiment is counted as a win when it meets all of the following criteria:
- Minimum of 100 conversions
- Chance to win is 90% or higher
- At least 7 days since launch
- Sample size has been reached
Experiments manually marked as "Completed" are also counted as wins, regardless of their statistics.
Calculated as: Total Experiments - Currently Running Experiments - Wins
The percentage of experiments that resulted in wins: Wins / Total Experiments
This shows how much your success rate exceeds the industry benchmark, calculated as: (Your Success Rate % - Industry Benchmark %) / Industry Benchmark %
Industry Benchmarks are calculated using data from our partners.
Displays your most recent winning experiment from the last 30 days (when available).
Experiments manually marked as "Completed" are also counted as wins, regardless of their statistics.