Monitoring individual broadcast campaign performance

Overview

This page explains how to navigate and understand the campaign performance metrics for individual broadcast campaigns.

Navigation

Go to: Campaigns > Campaign Performance and select the Broadcast campaigns tab scroll down to the list of individual automation campaigns.

Select a line item from this list to view the individual campaign performance screen for that campaign:

There are four tabs at the top of the screen for analysing your broadcast campaign:

• Overview
• Contact analytics
• Links
• Variants

Overview

Broadcast campaign funnel and KPIs

This funnel shows how many contacts have passed through each stage of the selected campaign:

• Email sent
• Delivered
• Opened
• Clicked
• Orders

The contact percentages for each stage in the funnel displays below each heading.

The percentages in the grey arrows indicate the proportion of contacts that have passed through from one stage to the next.

Select View Contacts > under any of the stages to access the Segment explorer for that specific segment within the selected date range.

Select View Orders > to see the Orders report for the orders placed in the selected campaign.

Below the funnel you have a list of ten KPIs for at-a-glance metrics:

Recipients

The Recipients panel shows the percentage and number of contacts that were sent this broadcast campaign.

The coloured blocks represent variants for the broadcast campaign, with the percentage of contacts that were sent each version.

For a more granular report on your split tests, go to the Variants tab.

Campaign delivery

The Campaign delivery panel shows details for when the campaign was sent, including:

• Time
• Date
• Which delivery options were used.

The coloured blocks represent variants for the broadcast campaign.

You can use this panel to check the send time for each variant, and if your campaign was sent in batches, it displays the time interval between each batch.

Campaign details

The Campaign details panel is a summary of the campaign email, with the following information:

• Campaign title
• Subject lines (per variant)
• From names (per variant)
• From email address
• UTM parameters

Device performance

This panel shows which devices customers are using most to interact with the selected campaign:

• Desktop
• Mobile
• Tablet

The bar at the top indicates the percentage of opens per device type, while the table below gives a breakdown of the following:

Note: Opens are unique per device. This means that if a contact opens an email on their mobile, desktop and tablet, these count as three different opens - one per device.

Contact Analytics

The Contact Analytics tab shows your contacts grouped by any of the following dimensions:

• Lifecycle - the stage the contact was at when the campaign was sent
• Gender
• Home country
• Home store
• Signup date

Select a dimension from the drop-down:

You can also select the metrics you'd like to display in the columns:

Links

The Links report indicates which areas of the email your recipients are clicking - this is based on the links you defined when creating your campaign.

For broadcast activity, the report displays metrics for the 30 days following the scheduled send time.

This is called the Link click report:

Variants

The Variants tab contains the Variants report for the selected broadcast campaign, allowing you to analyse the performance of your variants.

Each variant represents a customised campaign (including split tests).

See Broadcast Campaigns: Variants Waterfall for more information on broadcast variants.  

You can also preview the campaign template from this tab:

Select the KPIs you wish to report on from the Columns dropdown in the top-right of this tab.