Data Vista overview
Data Vista is CROForge’s library of reusable measurement building blocks. In everyday language, a vista is a view — here it is a view of the data that describes visitors, groups them, and scores whether an experiment succeeded. Everything you attach to a campaign as audience or success criteria is created once in Data Vista, then reused across experiments.
Words used on this page
| Word | Everyday meaning | Meaning in CROForge |
|---|---|---|
| Data Vista | A vista is a view of a landscape. A library is a collection you borrow from instead of rebuilding each time. | The workspace area that stores Attributes, Segments, and Metrics so campaigns can share the same visitor facts, audiences, and success definitions. |
| Attribute | A characteristic of a person or thing (age, city, device). | A typed fact about a visitor or session (browser, device type, UTM tags, page URL, or a custom trait) used mainly in segment conditions. |
| Segment | A slice or group cut from a larger whole. | A named audience: a list of attribute conditions. An experiment’s Audience tab attaches one segment. Empty conditions mean everyone (All Traffic). |
| Metric | A measuring stick — how you decide if something got better. | A reusable success definition: which event counts, optional conditions, a calculation type, and whether up or down is good. You create it here, then attach it to an experiment. |
| Standard vs Custom | Standard means “came with the product.” Custom means “we made this ourselves.” | Standard objects are system-defined (often workspaceId is null / shared). Custom objects are created by your workspace. |
| Event | Something that happened (a click, a page load, a purchase). | A signal Smart Code or your site sends. Metrics listen to events; they are catalogued under Events, not inside Data Vista. |
| Conversion | A desired outcome (signup, purchase, demo request). | What a metric is trying to count or score from matching events so a campaign can declare a winner. |
| Condition AND logic | “AND” means every listed rule must be true at the same time. | Every condition on a segment (and on a metric) must pass. There is no OR between conditions on the same object. |
| All Traffic | “Everyone who shows up.” | The default segment with no conditions: include all visitors with no extra filtering. |
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What Data Vista is for
Campaigns (A/B experiments) need two answers besides “what should the page look like?”: who may enter the test, and how you will measure success. Data Vista is where those answers live as reusable objects, instead of being typed into a single experiment and lost.
| Object | Role | Used by |
|---|---|---|
| Attributes | Facts about visitors and sessions | Segment conditions (and sometimes as context you inspect in the UI) |
| Segments | Groups of visitors based on attribute conditions | Experiment Audience |
| Metrics | Success definitions based on events plus optional conditions | Experiment Metrics |
Data Vista does not replace the Events catalog. Events describe what happened. Metrics describe which of those happenings count as success for a campaign.
Standard vs Custom
Attributes, segments, metrics, and events all follow the same split:
- Standard — shipped / system-defined. Typical examples: device and visitor attributes, Mobile Traffic / Desktop Traffic / New Visitors segments, and built-in events such as page view and click.
- Custom — created by your workspace. Typical examples: a “plan_tier” attribute, a “UTM Google + homepage” segment, a “Book Demo click” metric, a “purchase” event.
In the UI, Standard and Custom appear as two groups in the left sidebar list. Standard items are shared (not owned by a single workspace). Custom items belong to the current workspace.
How the pieces connect
Two pipelines feed an experiment:
Attributes --> Segment conditions --> Experiment audience
Events + conditions --> Metrics --> Experiment metricsRead that left to right. Smart Code resolves attributes for the current visitor (operating system, device type, UTM tags, page URL, and so on). A segment asks whether those attributes match every condition. If they do, the visitor may enter the experiment (after domain and URL targeting also pass). Separately, when an event fires, Smart Code finds metrics whose event and conditions match, then attaches live [experimentId, variationId] pairs so reports know which variation to credit.
A concrete walkthrough
- You keep the standard attribute
deviceType(desktop / mobile / tablet) and maybe add a custom attribute later. - You use a Desktop Traffic segment (device type must match desktop) as the campaign audience — or All Traffic if everyone should qualify.
- You define a metric that listens for a click event whose button text is exactly “Book Demo,” counted as unique visitors, direction Up.
- On the experiment you attach that segment and that metric. You do not recreate the rules inside the campaign.
Changing a segment or metric in Data Vista changes every experiment that already uses it. Treat these objects as shared library items, not one-off notes.
Where to find it in the app
Sidebar → Data Vista → Segments / Attributes / Metrics.
Each of those three screens uses the same layout: a left list grouped into Standard and Custom, plus a right details panel for the selected item. Create and edit happen in a modal; delete asks for confirmation.
Suggested order of work
- Learn which attributes Smart Code already fills in, and add custom ones only when you need a fact the standards do not cover.
- Build segments from those attributes (or use All Traffic / the standard device and new-visitor segments).
- Confirm the events you care about exist in the Events catalog (standard click/page view, or a custom purchase event).
- Create metrics that listen to those events, then attach both the segment and the metrics on the campaign.
