Analytics
Holdouts and reports against the goals you named on Conversions. Ranla compares treated people to a control that got nothing, on activation, paid conversion, or the outcome you set. Not open rates, and not clicks. The same goals judge lifecycle email, Google Ads, and the pages it drafts.
Treated converted at 2.5× the holdout. Opens do not count.
312 skipped · 112 unsubscribed · 98 suppressed · 102 frequency cap
A share of every send is held back. You read the primary conversion goal and revenue against that control, not opens. If the mail does not move the outcome, it does not stay.
Outcome: activation. Holdout vs treated shows whether the email moved the number.
Funnel, attributed revenue, and treated vs holdout on one report. Campaigns that beat the control can be promoted; the report shows the ones that lost.
Google Ads is judged the same way: verified conversions on your goal, not clicks. Revenue and conversions by job, with Stripe for LTV and Google Ads for CAC, are on Revenue.
Questions
Ranla holds back a control group that gets nothing. You compare outcomes from your conversion goals (activation, paid conversion, a key action) against people who were not in the send, not vanity opens.
The report shows it lost, so you can stop sending it. Winners shape the next campaign and can be promoted into automations with your approval.
On Conversions. Name the primary goal there; Analytics reports lift against it.