Understanding Your Report
What Your Report Shows
Your report is a live performance dashboard for your landing pages. It updates continuously as visitors arrive and convert. You don't need a login to view it — you'll receive a link directly.
The report is organised into four sections: Overview, Traffic Sources, Page Variants, and Competitive Intelligence.
Overview Section
This is your at-a-glance summary for the period selected.
| Metric | What It Means |
|---|---|
| Visitors | Unique people who landed on your pages |
| Leads | Completed form submissions |
| Conversion Rate | Percentage of visitors who became leads |
| Cost Per Lead | Only shown if you've connected ad spend data |
What to look for: A healthy conversion rate depends on your vertical and traffic quality, but as a benchmark, well-optimised pages in most verticals see 5–15% conversion from paid search traffic. If you're significantly below this, your report will flag it.
Traffic Sources Section
This breaks down where your visitors are coming from and how well each source converts.
| Column | What It Means |
|---|---|
| Source | Where the visitor came from (Google, Meta, email, etc.) |
| Visitors | How many arrived from this source |
| Leads | How many converted |
| CVR | Conversion rate for this source |
What to look for: Significant differences in conversion rate between sources are normal and expected. Google search traffic typically converts higher than social because the visitor was actively searching. If a source is sending volume but not converting, it usually means the message on the page doesn't match the audience's mindset — see Matching Your Ads to Your Pages.
Page Variants Section
This shows how each of your four design variants is performing.
| Column | What It Means |
|---|---|
| Variant | Which design (Authority, Split, Narrative, Creative) |
| Visitors | Traffic sent to this variant |
| Leads | Conversions from this variant |
| CVR | Conversion rate |
| Status | Whether this variant is currently receiving traffic |
What to look for: Early in a campaign (under 100 visitors per variant) the results will fluctuate. Once you have meaningful data, one or two variants will consistently outperform the others. The system automatically shifts more traffic to the winner — but your report shows the full picture so you can see why.
For a deeper explanation of how the testing works, see Your Testing Results.
Competitive Intelligence Section
This section shows what your competitors are doing — the offers they're promoting, the copy angles they're using, and where they're advertising.
This intelligence was used to build your pages. You can use it to:
- Spot gaps in the market — offers or angles your competitors aren't making
- Validate your pricing — see how your offer compares to what's in the market
- Inform your ad creative — if all competitors lead with price, leading with trust may differentiate you
This section is a snapshot from when your pages were built. If market conditions change or new competitors emerge, you can request a refresh.
Smart Tips
Your report includes a Smart Tips panel that analyses your performance data and surfaces actionable recommendations. These are generated by the same intelligence engine that monitors your campaign in real time.
Tips are prioritised by expected impact:
| Priority | What It Means |
|---|---|
| 🔴 Critical | Conversion killers — act immediately |
| 🟡 High | Strong improvement opportunities |
| 🟢 Insight | Strategic observations for your next campaign |
Common smart tips include:
- Traffic source imbalances (sending too much volume through a source that converts poorly)
- Variant performance gaps (a clear winner identified — auto-traffic shift recommended)
- Time-of-day patterns (your leads concentrate in specific hours — budget accordingly)
- Headline match opportunities (campaigns not using dynamic headline matching)
You don't need to act on every tip. The critical ones are worth addressing immediately. The insight tips inform your next brief or ad strategy.
Auto-Optimisation
Beyond the four-variant A/B test, the system runs continuous auto-optimisation in the background. Every 10 minutes it:
- Recalculates conversion rates per variant with the latest data
- Adjusts traffic weights using a multi-armed bandit algorithm
- Checks guardrail metrics (if a "winning" variant has unusually high bounce rate, it won't increase its weight further)
- Generates alert triggers if performance crosses configured thresholds
Alerts you may receive:
- Conversion rate drops >20% week-over-week
- A variant that was winning starts underperforming
- Traffic volume anomalies (potential bot traffic or tracking issue)
These alerts appear in your report and can optionally be sent by email. If you want email alerts configured, mention it in the feedback section.
How to Request Changes
All change requests go through your report. There is no login required and no editing to do yourself.
At the bottom of every report there is a Feedback section. Use this to:
- Request copy changes ("Change the headline to X")
- Ask for a new variant to test a different angle
- Flag anything that doesn't look right
- Request a competitive intelligence refresh
Once you submit feedback, the relevant pages are updated. You'll receive a confirmation when the changes are live. Changes to copy, headlines, and offers are typically turned around within the day.
Reading the Report Over Time
Week 1–2: Data is still accumulating. Don't make decisions yet — let the variants run.
Week 3–4: Patterns will start to emerge. You'll see which traffic sources convert best and which variant is pulling ahead.
Month 2+: You have a clear picture. Use the source data to inform where to invest ad spend, and use the variant data to inform future creative decisions.
If you're not sure what a metric means or what to do with a finding, send us a message through the feedback section and we'll explain it.