Understanding Outcome Scores

What an outcome score measures, why it takes time, and how to read it.

The outcome score is what makes OptimizeTrack a closed loop: it tells you whether an optimization actually changed your traffic.

What it measures

After you mark an optimization complete, OptimizeTrack records the completion date and then compares traffic before vs. after that date. The result is expressed as a percentage change.

Why it takes time

A reliable score needs enough post-change data — about a 28-day tracking window. If you just shipped a change, the score won't be meaningful yet. Check back after a few weeks.

Why completion date matters

The score hinges on the completion date, because that's the dividing line between "before" and "after." Always mark an optimization complete when you actually publish the change so the comparison is accurate. See Completing & Reopening.

How to read it

• Positive — Traffic grew after the change.
• Flat — No measurable change; the change may have been minor, or other factors offset it.
• Negative — Traffic fell. This isn't always caused by your change (see below), but it's worth investigating.

Important caveats

Outcome scores are directional evidence, not proof. Traffic is affected by many things you don't control:

• Seasonality and demand shifts
• Search algorithm updates
• Other changes shipped around the same time

For this reason, OptimizeTrack uses robust statistics (medians) when computing scores to reduce the impact of outliers. For the nuances, see Measurement Nuances.

Where to find it

Open the Performance page for an optimization to see the before/after chart and the metrics behind the score. See The Performance Page.