> ## Documentation Index
> Fetch the complete documentation index at: https://docs.pureclarity.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Read the results

> How an on-site message's holdout measures what it brings in, and how to read its lift and 95% range

Clicks and impressions show that visitors noticed a message, not that it sold anything: many of those visitors would have bought anyway. So each message is measured against a **holdout**.

## The holdout

Some visitors who would see the message are picked at random and never shown it. Everything else about them is the same: they match the same audience and the same trigger fires for them. Comparing what they spend with what visitors who saw the message spend shows how much the message itself brings in.

* 10% of visitors are held out by default. Change this on the message's **Measure** tab, from 0% to 50%. A larger holdout gives a clear answer sooner, but fewer visitors see the message.
* Each visitor stays in the same group for a message, every time.
* An order counts if it's placed within 7 days of the message opening, or of when it would have opened for a held-out visitor.
* Changing a message's content or holdout starts a new set of results, so results never mix two versions.

With a 0% holdout, the message still shows its impressions, clicks and closes, but there's nothing to compare with, so it has no lift.

## Reading the lift

The list of messages, and the **Measure** tab, show the change in **revenue per visitor**, with a **95% range**:

> **+12% revenue per visitor**\
>
> 95% range +4% to +21%

* **+12%** is the best estimate: visitors shown the message spent 12% more on average than held-out visitors.
* **The 95% range** is how sure that estimate is. The true effect is very likely between +4% and +21%.

How to read the range:

| The range is… | It means |
| - | - |
| all above 0%, such as +4% to +21% | The message brings in more sales. Shown in green. |
| all below 0%, such as −15% to −2% | The message costs you sales. Pause it or change it. Shown in red. |
| either side of 0%, such as −5% to +18% | No clear answer yet. It narrows as more visitors see the message. |

The **Measure** tab also shows the change in **conversion rate** (the share of visitors who ordered) with its own range, how many visitors are in each group with each group's conversion rate and revenue per visitor (in your store's currency, with orders in other currencies converted), and what shown visitors did: impressions, clicks and closes.

## Not enough data yet

A lift needs at least 100 visitors and 10 orders in each group. Until then, the message shows **Not enough data yet**, and the Measure tab says what's still needed, such as "40 more orders from held-out visitors". With a 10% holdout, the held-out group usually takes longest.


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