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

# Analytics and A/B Testing in LanderLab: Overview

> Understand LanderLab analytics: landing page metrics, reporting across campaigns, conversion tracking, quiz drop-offs, and compliant server-side A/B testing.

LanderLab measures your pages on its own. Views, clicks, leads, and conversion rates are tracked without installing anything, so you can judge a page before you have set up a single external tool.

## Landing page analytics

The per-page view answers the first question you will ask: is this page working?

It reports views, clicks, leads, and conversion rate, broken down by country, city, device type, operating system, browser, and connection type. Those breakdowns are where the useful findings hide. A page converting at 3 percent overall might be converting at 6 percent on desktop and 1 percent on mobile, which is a layout problem, not a copy problem.

<Card title="Landing page analytics" icon="gauge" horizontal href="/features/analytics/landing-page">
  Every metric available per page and how to read the breakdowns.
</Card>

## Reporting

Reporting compares pages against each other instead of examining one at a time. Use it to see which pages, campaigns, or workspaces are carrying your results and which are consuming budget without returning anything.

<Card title="Reporting dashboard" icon="table-columns" horizontal href="/features/analytics/reporting">
  Compare landing page performance across campaigns and workspaces.
</Card>

## Conversion tracking

A page view is not a result. [Conversion tracking](/features/analytics/conversions-tracking) lets you define the specific actions that matter to you, such as form submissions, button clicks, or reaching a thank you page, and measure those instead.

Set this up so LanderLab and your ad platform are counting the same event. When the two disagree, it is almost always because they are measuring different things, not because one is broken.

## Quiz drop-offs

For multi-step funnels, the aggregate conversion rate hides the actual problem. [Quiz drop-offs](/features/quizzes/drop-off) show how visitors move through each step and exactly where they leave.

One bad step, usually the one asking for a phone number too early, can cost more than every other optimization combined. Pair drop-off data with [partial leads](/features/leads/partial-leads) to see both the numbers and the individual sessions behind them.

## A/B testing

<Card title="A/B testing" icon="flask" horizontal href="/features/analytics/ab-testing">
  Compare page variants, split traffic by weight, and promote the winner.
</Card>

The implementation detail worth understanding: variants rotate **server side on the same URL**. There is no redirect, and every visitor sees the same address.

This matters for more than elegance. Redirect-based testing tools are penalized by Google and Meta ad policies, and can get accounts flagged. Because LanderLab rotates variants before the page is served, your test stays compliant with the same URL you submitted to the ad platform.

<Steps>
  <Step title="Create a variant">
    Duplicate your master variant and change one meaningful thing. Testing five differences at once tells you the winner but never tells you why.
  </Step>

  <Step title="Set traffic weights">
    Split traffic between variants. An even split reaches a conclusion fastest.
  </Step>

  <Step title="Let it run">
    Stopping a test the moment one variant pulls ahead is the most common way to learn something false. Wait for enough conversions, not enough visits.
  </Step>

  <Step title="Promote the winner">
    Set the winning variant as master and either retire the others or start the next test.
  </Step>
</Steps>

<Warning>
  Integrations and pixels are applied per variant. When you create a new variant, confirm your tracking is connected to it, or its results will look artificially poor.
</Warning>

## Passing data to external tools

If you run a dedicated tracker, LanderLab can feed it. Pages can be [pushed directly into Voluum or ClickFlare](/features/landing-pages/operations/add-to-tracker), [URL parameters can be carried across every link](/features/editor/quick-actions/pass-through-url-parameters) so attribution survives the click out, and quiz [tracking settings](/features/quizzes/settings/tracking) control which data travels with the visitor.

To analyze A/B results inside your tracker rather than in LanderLab, see [passing the variant ID to ClickFlare](/community/ab-testing/passing-variant-id-to-click-flare-for-a-b-testing).

## Where to go next

<Columns cols={2}>
  <Column>
    <Card title="Add a tracking pixel" icon="bullseye" href="/overview/integrations" />
  </Column>

  <Column>
    <Card title="Manage your leads" icon="users" href="/overview/leads" />
  </Column>
</Columns>