How to analyze goals, audiences, and experiences

Here's how to use Unless' built-in data platform to analyze the success of your optimization project.

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Unless Insights Overview

The Insights section of your Unless account is split into four categories: overview, goals, audiences, and experiences. Under each tab, you can access detailed insights for a selected date range for new as well as returning visitors.

Let's start with the overview since this is the first thing you will see.


At Unless, we will calculate the engagement, attention span and stickiness of your visitors as well as their lead score. Based on these calculations, you can then get a quick glance at how the user experience of your website compares to the industry average.

Additionally, you can compare the performance of an optimized journey to the control group. This will allow you to see whether you are on track or if any adjustments are needed.

For example, in the screenshot above, we can see that (in the last 30 days - new) visitors with an optimized experience are having higher engagement, attention span, and stickiness as well as higher lead scores. That's great to see but it's always interesting to dive a little deeper into the details.

Goal Performance

The next step is to analyze the performance of your goals. Setting goals in general as well as in Unless is crucial as this is how you measure the success of your business and of your experiences.

For each new experience you create, it is important to ask: How will this get a visitor to achieve our goal(s)?


In this tab, you will find your goals listed along with the number of conversions as well as the percentages for the control group and participants of the optimized journey. You can filter this list by name or by the tags you've added to find what you need easier.

If you see a fire icon on the right side of a column, it signifies that for that goal the optimized session is not just doing better but also that this lift is statistically significant, meaning it is not a coincidence. You can click details to get more information for each of the goals you've set as well.

Audience Performance

In the Audiences tab, you will get a list of all the audiences in your account. From the view by goal dropdown, you can select a goal and see how often it was reached by each audience. Every audience is made up of control group members and participants (=visitors who saw your experiences). You can select a different date range, toggle between new and returning visitors, and click details for more information.


Experience Performance

Here we are, at the long awaited experience performance tab! Similar to the previous tabs, here you will see a list of all the experiences you created.

Just like the previous tabs, here too you can select a date range, toggle between new and returning visitors, view per different goals, filter the experiences by name or by tags.


As you scroll down the page, you will see data about your experiences, components, and any page goals you might be tracking. In each case, you can click details for more information. Here too, you will see whether there is a lift and whether that lift is statistically significant or not.

Final note: You can also use our Google Analytics integration to access more audience insights.

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