Product Overview

CROForge is an experimentation and CRO (conversion rate optimization) platform. In plain language, it helps a team try different versions of a live website, decide who should see each version, and measure which version gets more of the outcome you care about—such as a click, a sign-up, or a purchase.

Words used on this page

Word	Everyday meaning	Meaning in CROForge
CRO	Improving how often visitors take a useful action, not just how many people arrive.	The product category: run tests, target visitors, and measure conversions on live sites.
Campaign	A planned effort with a start, an audience, and a goal.	The name you see in the app for an A/B test. The API and code call the same object an experiment.
Smart Code	A small piece of website code that “makes the tool work” on the real site.	The init.js snippet from Configurations → Websites and Apps. It assigns visitors, injects variation CSS/JS, and sends events.
Workspace	A shared project space for a team.	The container for users, websites, campaigns, events, and Data Vista objects. Smart Code URLs use the workspace id.
Data Vista	A library of reusable building blocks for data.	The app area for Attributes, Segments, and Metrics.
Variation	One version of an experience you are comparing.	Control or a variant, with optional JS and CSS that Smart Code applies.
Audience	The people a message or test is meant for.	The segment attached to a campaign. All Traffic means no extra conditions (everyone who already matches the page rules).
Metric	A number that tells you whether you succeeded.	A reusable success definition built from an event plus conditions, then linked to a campaign.

Screenshots to upload later: product-overview.png, app-sidebar.png.

What CROForge is for

A website can look “finished” and still leave money or sign-ups on the table. CRO is the everyday practice of changing one thing at a time, showing the change to some visitors, and keeping the original for others, so you can see which version converts better. CROForge is the product that runs that process on a live site instead of guessing in a design file.

You describe three decisions for every test:

• Who can enter — the audience (a segment from Data Vista).
• What changes — the variations (Control plus one or more variants, with JS/CSS).
• How you know it worked — the metrics (success definitions based on events).

A small Smart Code script on the customer site does the live work: it checks the domain, checks page URL rules, checks the audience, assigns a sticky variation, injects CSS, runs JS, records an impression, and sends later events back so reports can compare variations.

Only campaigns in the Running status are applied on the live site. Draft, Paused, Completed, Archived, and Trash campaigns stay in the app but do not change visitor experience.

Why the product uses two names: campaign and experiment

In everyday English, a campaign is a planned marketing effort and an experiment is a scientific test. CROForge uses both on purpose. The screens you click in the app usually say Campaign. The API, database model, and Smart Code runtime say experiment. They are the same object. When this documentation says “campaign,” it is describing what a marketer sees. When it says “experiment,” it is describing the same thing as data or runtime behavior.

Core product pillars

Think of CROForge as six cooperating parts, not one giant “test button.” Each pillar exists because a live A/B test needs isolation, a snippet on the site, a test definition, reusable measurement, raw signals, and matching rules.

Pillar	Why it exists	What you do with it
Workspaces	Teams and projects must not mix users, sites, or results by accident.	Create or switch a workspace. All campaigns, events, and Data Vista objects belong to that workspace.
Smart Code	The app can store a test, but only code on the real site can change pages and send events.	Copy the snippet from Configurations → Websites and Apps (not the legacy Settings → Installation page).
Campaigns (A/B)	This is the test itself: pages, variations, traffic split, audience, metrics, and reports.	Create a campaign from the sidebar A/B menu and walk through Configuration, then Review, then Report.
Data Vista	Attributes, segments, and metrics should be reusable across many tests.	Build the library once, then attach a segment as audience and metrics as success measures.
Events	You cannot score a winner without a record of what happened (page view, click, custom conversion).	Use standard events, or define custom events and fire them from the site.
Conditions	Rules decide whether a URL, attribute, or event property matches.	Use match types such as Exact, Contains, or Between on URL targeting, segments, and metrics.

How a visitor journey works

When someone lands on your site, CROForge does not “guess.” Smart Code follows a fixed order so the same visitor keeps a fair, sticky experience and so reports stay trustworthy.

1. The visitor opens a page. The browser loads Smart Code (init.js for that workspace).
2. Smart Code checks the domain allowlist. If the host is not allowed, nothing from CROForge runs.
3. For each Running campaign, it checks URL targeting (include rules must match; exclude rules must not).
4. It then checks the audience segment (attribute conditions). All Traffic has no extra conditions.
5. It assigns or recalls a variation using the traffic split, then stores a sticky assignment so the visitor keeps the same experience later.
6. It injects that variation’s CSS, runs its JS, and fires an impression.
7. As the visitor uses the site, Smart Code listens for events (page view, click, and custom events) and sends them to CROForge. Matching metrics are evaluated and shown on the campaign Report.

The same flow in compact form:

Visitor lands on site
  → Smart Code loads (init.js)
  → Domain allowed?
  → URL targeting match?
  → Segment (audience) match?
  → Assign / recall variation (sticky)
  → Inject CSS + run JS
  → Fire impression + listen for events
  → Events → CROForge
  → Metrics evaluated → experiment Report

Main areas in the app

After login you always work inside a workspace. The sidebar is the map of that workspace. You typically see:

Menu	Everyday job	What lives there in CROForge
Dashboard	A home screen summary.	High-level workspace snapshot after you sign in.
A/B	The list of tests.	Create, search, start, pause, archive, and open campaigns. Each campaign has Configuration, Review, and Report tabs.
Events	The catalog of “things that can happen.”	Standard and custom event definitions, properties, and API snippets.
Data Vista	Reusable audience and measurement pieces.	Segments, Attributes, and Metrics.
Configurations → Websites and Apps	Which sites are connected.	Registered properties, domains, and the primary Smart Code snippet.
Settings	People and workspace details.	Profile, users, activity, and general workspace settings. Installation here is legacy—use Websites and Apps to install.

Experiment building blocks

An A/B test is more than “Control versus Variant.” CROForge splits the work into tabs so you can answer each question separately: where, what, how to score, and who.

Inside a campaign, the Configuration tab walks you through this order:

1. Pages — include and exclude URL rules. This is URL targeting: where the test is allowed to run.
2. Variations — Control plus one or more variants, with JS/CSS, plus the traffic split (equal or custom percentages).
3. Metrics — which Data Vista metrics count as success for this campaign (primary and supporting).
4. Audience — which segment of visitors may enter after the page rules pass. Default is often All Traffic.

Two more top-level tabs sit beside Configuration:

• Review — a summary so you can check the setup before (or after) you go live.
• Report — results for this campaign only. A traffic source filter on the report (direct, referral, and similar) is a reporting slice. It is not the same as Audience.

Status is the on/off story for the live site: Draft while you build, Running when Smart Code may apply it, then Paused, Completed, Archived, or Trash as you finish or clean up.

Who uses CROForge?

Most teams share one workspace with three roles: Owner, Admin, and Member. The role is about permission. The job title is about daily work.

Role or job	Typical tasks
CRO / Marketing	Write a hypothesis, create campaigns, set URL targeting, pick a segment, attach metrics, use Live Preview, read the Report, and change status.
Developer	Install Smart Code on the site, write variation JS/CSS, fire custom events with a stable apiName, and verify visitor/session identifiers in the browser.
Owner	Highest workspace control, including billing/ownership concerns, users, and settings.
Admin	Invite or remove users, change workspace settings, and work on campaigns and Data Vista.
Member	Create and edit experiments and Data Vista objects, with more limited settings and user-management rights.

Related reading

• Quick start
• Glossary
• A/B testing overview
• Smart Code overview
• Workspace overview
• Data Vista overview
• Events overview
• Conditions overview
• Roles and permissions
• Architecture