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The main dashboard

This article describes the Dashboard section in Datatrics.

Xander Wijering avatar
Written by Xander Wijering
Updated over a week ago

After logging in to the platform, you will be redirected to the Dashboard section. The dashboard consists of the Statistics page, which opens by default, the Visitor funnel, and the Retention grid.


Since June 2023, our customers have gained access to a dashboard comprising the most important data inside your project.

Visitors & Conversions

The first two elements on top are the tracked visitors and the conversions. You can display these hourly or daily by using the switch button. This can be used to see whether the tracking scripts work as expected. It can take up to an hour before the data is displayed after tracker activity.

A/B Testing

The A/B testing displays the results of the Datatrics performance based on e-commerce conversions. Next to its title, there is a settings icon that leads you to the A/B settings page.

The Significance indicator shows the likeliness of the impact of Datatrics on the overall performance. If the score is at least 95%, the impact of Datatrics is considered significant. You can see in the image that the score is 100%, so it is for sure that the Datatrics generated revenue is caused by Datatrics touchpoints. The score that is displayed is based on the P-value.

As it is unlikely that the Datatrics group and control group have the same number of profiles, especially when the A/B test is other than 50/50, the end results are shown extrapolated. Because Datatrics need to extrapolate performance, we do not recommend shifting the rate higher than 90%. This will impact the significance score.

Conversion rate

Next up, we have the conversion rates of the selected time frame. The exception of the four elements is the Average Order Value (AOV). Logically, the conversion rate is calculated by the number of unique profiles divided by the number of conversions. The AOV is calculated by dividing the revenue by the number of conversions.

Below these numbers are the conversion rates over time. These show trends in the performance. By analyzing these graphics, you can see the best and least performing days in the time frame.


The lowest part of the Statistics dashboard shows data most based on profiles. If the A/B switch isn’t changed for a long period of time, the percentages should roughly match the rate of Datatrics and control profiles.

Visitor funnel

This page shows information about the visitors that are being tracked by the tracking script. On top, there is a Visitors funnel. This shows the funnel of your website visitors per buying phase of the customer journeys they are assigned to.

You can use this information to improve your customer journey. In the example above, there are relatively many visitors in the orientation and decision phases. If you want to have more visitors at a later buying phase, you might want to add more touchpoints. You can also create more direct CTAs in touchpoints, like “Get started” or “Only 50 minutes left” in the decision phase.

Below the Visitors funnel, you can find the Group details charts. These charts show you the customer types, persuasion types, technology (device types, OS), and the source & UTM. By clicking on one of the phases in the Visitors funnel, the Group details chart will show data based on the selected buying phase.

You can use this data to learn more about your website visitors and to improve the Datatrics setup. Do you have a lot of mobile visitors? Make sure the Datatrics touchpoints are well-scaled for these devices. Is the explorer the largest customer type? Be sure you support them well by showing them content to learn about the USPs.

Retention grid

The retention page shows the Retention grid. This grid is divided into five groups: Red Alert, Loyal, Sleeper, Promising, and One Time Buyers. On the Y-axis, you see the number of orders, and on the X-axis, the days since the last order.

Our retention grid provides loyalty segmentation and lifecycle analytics, giving you more insight into your customers. It also indicates whether a group is growing or not and alerts you about significant drops. In addition, you can zoom in on each segment to discover even more about it.

Every segment is based on two criteria; how long ago a customer's last order was and the total amount of their orders. You can find an explanation of each segment below.


Customers in the loyal segment have ordered four or more times and had a purchase in the last 90 days. They are also the ones who are most likely to buy your new products and promote you to people they know. Try to target these customers with up- and cross-selling touchpoints since they will likely use them. Other possible touchpoints are ones that share news or blog articles. Go ask them for reviews or include them in your loyalty program.

Red Alert

These are the customers who used to be loyal customers; it is important to contact them and prevent losing them as a customer. Try to win them back or understand why they stopped purchasing.


These customers have ordered two or three times, and their last order is in the last 60 days. Try to make them loyal customers by creating touchpoints with product recommendations based on their previous purchases. Also, make sure to include exclusive offers or discount coupons.


Customers in the sleeper segment have placed one or three orders, but their last order was over 90 days ago. Try grabbing their attention with touchpoints which include bold persuasion texts.

One time buyers

This segment contains customers who only ordered once. Customers with only one conversion have a low chance of transitioning to one of the segments above, so try building a relationship with them first. Focus on brand awareness and creating an emotional connection. Use persuasive content of the Authority and Consistency persuasion types.

Like the Acquisition page, you can click on one of the groups to dynamically change the Group details.

Are you inspired to create segmentations based on the Retention grid groups? You can find even more inspiration in this article.

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