Analytics: Revenue Uplift

The Revenue Uplift dashboard measures how Tango.ad campaigns affect the average revenue generated per visitor. It compares visitors who were exposed to Tango.ad campaigns with visitors in the control group (CG).

The control group is a group of visitors who are not exposed to the campaign experience being measured. Their behavior provides a baseline for comparison with visitors who were exposed to Tango.ad campaigns.

Tango.ad uses this comparison to estimate the incremental impact of campaigns on revenue. A positive revenue uplift means campaign-exposed visitors generated more revenue per visitor than the control group. A negative value means they generated less revenue.

The control group is used automatically for uplift measurement. There are no control-group size or allocation settings documented in this article, so the exact allocation and whether it can be configured should be verified before documenting those details.

Access Revenue Uplift

To open the Revenue Uplift dashboard:

In the left navigation menu, click Analytics.
Select Revenue Uplift.
Use the available filters to select the desired date range or reporting criteria.

For an overview of the available analytics reports, see Analytics Overview.

Revenue Uplift Tab

The Revenue Uplift tab provides an overview of the revenue impact of Tango.ad campaigns.

The dashboard includes two key metrics:

Revenue Uplift %

Revenue Uplift % shows the percentage difference in average revenue per visitor between campaign-exposed visitors and the control group.

For example:

+24% means visitors exposed to Tango.ad campaigns generated 24% more revenue per visitor than control visitors.
0% means there was no difference between the two groups.
A negative percentage means campaign-exposed visitors generated less revenue per visitor than the control group.

Average Revenue per Visitor (ARPV)

Average Revenue per Visitor (ARPV) shows the average amount of revenue generated by each visitor.

This metric helps compare the revenue generated by campaign-exposed visitors with the control group and provides context for the calculated revenue uplift.

Control Group Health Check

The CG health check tab provides additional information for evaluating the control group used in the revenue uplift calculation.

A healthy control group should provide a meaningful baseline for comparison with campaign-exposed visitors. The health check helps identify whether the available control-group data is sufficient and appropriate for interpreting the reported uplift.

When reviewing the health check, consider:

Sufficient data – The control group should contain enough visitors and revenue data to provide a meaningful comparison.
Comparable measurement period – The control group and campaign-exposed visitors should be evaluated over the same selected reporting period.
Available revenue data – Revenue information must be available for the control group so that ARPV and Revenue Uplift can be calculated.
No-data conditions – If the control group does not contain enough qualifying data, the dashboard may not provide a meaningful uplift measurement.

The exact numerical thresholds or statistical criteria used by Tango.ad to determine control-group health are not documented here and should be verified before publishing specific thresholds.

Dashboard Actions

Use the ⋮ menu in the upper-right corner of the dashboard to access additional options:

Refresh dashboard – Updates the dashboard with the latest available data.
Download – Downloads dashboard data or reports in an available format.
Share – Shares the dashboard with other users.
Set auto-refresh interval – Configures the dashboard to refresh automatically at a selected interval.

When No Data Is Available

If there is not enough data for the selected filters or date range, the dashboard may display No data or No results were returned for this query.

This can occur when:

There are no qualifying visitors during the selected period.
The selected filters exclude available data.
Revenue or control-group data has not yet been recorded.

Try adjusting the date range or filters and refresh the dashboard to check for available results.