Primary vs secondary metrics

Each campaign has one primary metric that drives the verdict. All other metrics are tracked as secondary metrics for monitoring purposes.

Primary metric

The primary metric determines which variant wins. Choose the metric closest to your business objective: revenue per exposure for most campaigns, conversion rate when revenue data is not available, or open rate for subject line tests where speed of signal matters.

Secondary metrics

All four metrics (open rate, click rate, conversion rate, revenue per exposure) are tracked for every campaign regardless of which is primary. Secondary metrics help you understand the full picture, such as a variant that wins on revenue but has a slightly lower click rate.