Heatmaps – Ometria Help Centre

Heatmaps are graphical representations of your email templates that show the most clicked areas and links.

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You can find heatmaps for your campaigns in Campaign performance > Select Automation or Broadcast > scroll down to the Campaigns list and select a campaign.

Note: The data in the Link click report and our Heatmaps starts from February 2024 - data for earlier campaigns is not available.

See also:

Date filtering

Heatmaps for automation campaign templates can be filtered by date, but broadcast campaigns show data for all time.

Note: Though the data displayed is filtered by date, the email preview used for the heatmap will be the most recent version.

Variant links performance

This panel provides top level metrics for your campaign engagement.

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Metric	Description
Click through rate	The percentage of delivered emails in this variant/email node that have been clicked at least once
Total conversion rate	The percentage of delivered emails in this variant/email node that resulted in a valid order.
New customer	The percentage of customers who placed orders attributed to this campaign who were leads when the campaign was sent. See also: Order attribution in Ometria Note: This metric is not available for automation campaigns, only broadcast.
Returning customer	The percentage of customers who placed orders attributed to this campaign who were active, at risk or lapsed when the campaign was sent. See also: Order attribution in Ometria Note: This metric is not available for automation campaigns, only broadcast.
Total revenue	The total gross revenue from valid orders attributed to this variant. See also: Order attribution in Ometria

Heatmap

The heatmap shows a preview of your email template and provides a visual demonstration of the click distribution.

Switch between First clicks and Total clicks to see different views:

First clicks - The total number of first clicks recorded per email send (not per campaign). The first click can only happen once per contact, so if a contact clicks the same area three times, Ometria only counts one click.
Total clicks - This counts every click made on that block, regardless of who made it. E.g. If a contact clicks the same area three times, Ometria counts three clicks.

You can also choose to see clicks for:

All devices
Desktop only
Tablet only
Smartphone only

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You can also choose to visualise the data differently:

Hotspots
Percentage
Number

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Select a hotspot to see detailed metrics:

Metric	Description
Link name	The name of the link defined by you in the Link name field in the visual editor, or by using om:linkname= in the editable blocks in your templates.
Link URL	The URL attached to each template element e.g. image, CTA button, product recommendation block, etc.
Percentage of first clicks	The percentage of first clicks for this specific link compared to the total number of first clicks for the variant/email send node you're looking at.
Percentage of total clicks	The percentage of total clicks for this specific link compared to the total number of total clicks for the variant/email send node you're looking at.
First clicks	The number of times this link was a contact's first click.
Total clicks	The total number of clicks this link received. E.g. If Terry and Julie both receive this variant and click on this link - Terry three times and Julie twice, then Ometria records five total clicks.

Deduplicated clicks

Clicks from the same recipient within the same email are only counted once if they happen within one second of each other - even if the clicks are on different links.

This is to decrease any inflation of your clicks which might be due to bots.

Colour and shape

Areas with larger/redder highlights received more clicks than other spots.

Colder/blue areas show less frequent clicks.

Examples

This link has received fewer clicks, as you can see from the smaller, cold coloured hotspots:

And here's an example of of a link which has been clicked the most, as represented by the larger, redder hotspot:

Heatmaps for multi-language campaigns

If you're sending multi-language campaigns from Ometria, you can access a heatmap for each language:

First select the template you'd like to check from the list on the left, then the variant/send email node.

Select a language from the All languages dropdown list to see the heatmap for that language.