Experiment Reports
Learn how to create experiment reports.
When you have activated an experiment, you need to track the users and page views involved in this experiment to determine the top-performing paywalls. Experiment reports give you all insights and analytics of your experiments.
To navigate to experiment reports, click the report icon on any experiment.
There are 2 types of experiment reports: Conversion and revenue reports. To choose any report, click Conversion or Revenue.

Conversion Reports

Conversion reports focus on experiment outputs, page views, and purchases, and they help you analyze the conversion performance of each paywall in your experiment. Reports show all results since experiment has been activated, and you can narrow down the results by filtering by date, channel, or country.

Summary Metrics

Page View: Total number of viewed paywalls.
Unique Users: Total number of unique users viewed paywalls.
Purchase: Total number of purchases from the viewed paywalls which includes trial starts, direct subscription starts if there is no free trial, and non-subscription purchases.
Conversion Rate: The ratio of purchases over page views.
Optimization: Current state of optimization. You can enable/disable optimization anytime.
By using the optimization feature, you can enable Deepwall to automatically show each user the option that will provide the highest return by analyzing user behavior and purchase metrics.

Available Charts

Conversion charts help you to track changes over time. You can use the dropdown menu to change charts' display frequency.
Conversion Change: Daily, weekly or monthly change in conversion rate.
User vs Purchase: Daily, weekly, monthly change in the number of unique users and purchases.

Paywall and Countries Breakdown

You can track the conversion metrics of each paywall in countries breakdown so that you can analyze top paywall performance for every country.

Revenue Reports

Revenue reports focus on purchases and revenue, which helps you to analyze revenue performance of your experiment and each paywall in your experiment. Reports show all results since experiment has been activated, and you can narrow down the results by filtering by date, channel or country.

Summary Metrics

Total Revenue: Total revenue generated from the experiment. Revenue includes non-subscription purchases, subscriptions and renewals, and deducted refunds.
Revenue Per User: The ratio of revenue over page views.
Revenue Per Acquisition: The ratio of revenue over purchases.

Available Charts

Revenue charts helps you to track revenue and cumulative revenue over time. You can use the dropdown menu to change charts display frequency.
Revenue Change: Daily, weekly or monthly change in revenue.
Total Revenue Change: Daily, weekly, monthly change in cumulative revenue.

Paywall and Countries Breakdown

You can track the revenue metrics for each paywall in countries breakdown so that you can analyze the best performing paywalls for every country.
Available Metrics
Purchase: Total number of purchases from the viewed paywalls which includes trial starts, direct subscription starts if there is no free trial and non-subscription purchases.
Subscribe: Total number of users who started paid subscription which includes direct subscription starts and also conversion from free trial.
Free To Paid Rate (FTP): Total number of users who converted to paid subscription from free trial.
Renewal: Total number of renewals of subscribers.
Cancel: Total number of users who turned auto-renew off for auto-renewable subscriptions.
Refund: Total number of refunds which includes both subscriptions and non-subscription purchases.
Average Renewal: The average of renewals for subscriptions.
Total Revenue: Total revenue generated from the displayed paywall. Revenue includes non-subscription purchases, subscriptions and renewals, and deducts refunds.
Revenue Per User: The ratio of revenue over page views.
Revenue Per Acquisition: The ratio of revenue over purchases.