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
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:
KPI | Description |
Contacts targeted | The number of contacts that met the segment conditions to enter this campaign. |
Orders | The number of valid orders that are attributed to this broadcast campaign. |
Average order value | The average revenue per valid order that is attributed to this broadcast campaign. |
Total revenue | The total revenue from valid orders that are attributed to this broadcast campaign. |
Revenue per email | The average revenue per email that has been delivered in this broadcast campaign. |
Unsubscribe rate | The proportion of contacts who unsubscribed after receiving this broadcast campaign. |
Bounce rate |
The proportion of emails bounced in this broadcast campaign. Note: This rate includes all kinds of bounces (e.g. blocked bounces), not just hard and soft. See Bounce management in Ometria for more information.
|
Email hard bounces | The number of emails that hard bounce (i.e. the contact's address is invalid) in this broadcast campaign. |
Email soft bounces | The number of emails that have soft bounced (i.e. they reached the contact's inbox but bounced back for other reasons) in this broadcast campaign. |
Complaint rate | The proportion of emails in this broadcast that led to a spam complaint. |
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:
KPI | Description |
CTOR | Click to open rate - Proportion of opened emails in this campaign that have been clicked at least once using this device type. |
OTOR | Order to open rate - Proportion of opened emails in this campaign that led to a valid order being placed using this device type. |
Revenue | Total revenue from valid orders that were placed using this device type. |
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:
KPI | Description |
Emails sent | The number of emails sent in this campaign. |
Emails delayed | The number of emails in this campaign that were delayed. |
Emails delivered | The number of emails in this campaign that were delivered - i.e. successfully reached the recipient's inbox. |
Email opens | The number of unique opens in this campaign. |
Email clicks | The number of unique clicks in this campaign. |
Email bounces | The number of emails that have bounced in this campaign - includes hard and soft bounces. |
Email hard bounces | The number of emails that hard bounce (i.e. the contact's address is invalid) in this campaign. |
Email soft bounces | The number of emails that have soft bounced (i.e. they reached the contact's inbox but bounced back for other reasons) in this campaign. |
Number of unsubscribes | The number of contacts who unsubscribed after receiving this campaign. |
Number of complaints | The number of emails in this campaign that led to a spam complaint. |
Delivery rate | The percentage of sent emails in this campaign that have been delivered - i.e. did not bounce. |
Open rate | The percentage of sent emails in this campaign that have been opened at least once. |
Click through rate | The percentage of delivered emails in this campaign that have been clicked at least once. |
Click to open rate | The percentage of opened emails in this campaign that have been clicked at least once. |
Order to open rate | The percentage of opened emails in this campaign that led to valid orders being placed. |
Order to click rate | The percentage of clicked emails in this campaign that led to valid orders being placed. |
Bounce rate | The percentage of sent emails in this campaign that bounced. |
Conversion rate | The percentage of delivered emails in this campaign that led to a valid order being placed. |
Unsubscribe rate | The percentage of contacts who unsubscribed after receiving this campaign. |
Complaint rate | The percentage of emails in this campaign that led to a spam complaint. |
Orders | The number of valid orders that are attributed to this campaign. |
Total revenue | The total revenue from valid orders that are attributed to this campaign. |
Average order value | The average revenue per valid order attributed to this campaign. |
Revenue per email | The average revenue per delivered email in this campaign. |
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:
Column | Description |
Variant label | The variant name added as a tracking label when scheduling a campaign with variants.
Note: As all broadcast campaigns have a variant by default, 'Variant A' will display for any standard campaigns (without split tests set up).
|
Link URL | The URL as defined in the Template editor or the Link URL field in the visual editor. |
Link name | The link name as defined in the template. |
Block type | The name of the block defined in your master template.If 'No block' displays in this column, then either:
If multiple blocks of the same type are present in the template, the report will automatically add #n to the end, based on the order in the template.The numbers are based on that subset of blocks alone. See Blocks and Editable Regions for more information. |
Number of clicks | The total number of clicks recorded. |
Percentage of clicks | The percentage of total click recorded against the number of emails sent. |
Number of unique clicks | A unique click is a click per unique recipient - e.g. if Mary received your email and clicked the same link twice, it counts as one unique click. |
Percentage of unique clicks | The percentage of unique clicks recorded. |
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.
KPI | Description |
Variant ID | The variant's ID number at campaign level. |
Variant title | The name of the variant as defined in the broadcast campaign builder. |
Variant letter | The letter (e.g. A, B, C) used to identify this variant. |
Contacts targeted | The number of contacts that met the entry conditions for this variant. |
Emails sent | The number of emails sent to this variant. |
Emails delayed | The number of emails in this variant that were delayed. |
Emails delivered | The number of sent emails that were delivered (i.e. that reached the recipient's inbox). |
Email opens | The number of unique opens in this variant. A unique open means that an individual contact opened the email at least once. If the same contact opens the same email more than once, this counts as one unique open. |
Email clicks | The number of unique clicks in this variant of the campaign. |
Email bounces | The number of emails in this variant that bounced. |
Email hard bounces | The number of emails in this variant that have hard bounced. |
Email soft bounces | The number of emails in this variant that have soft bounced. |
Number of unsubscribes | The number of contacts in this variant who unsubscribed after receiving the email. |
Delivery rate | The percentage of emails in this variant that were delivered (i.e. that reached the recipient's inbox). |
Open rate | The percentage of delivered emails in this variant that have been opened at least once. |
Click through rate | The percentage of delivered emails in this variant that have been clicked at least once. |
Click to open rate | The percentage of opened emails in this variant that have been clicked at least once. |
Order to click rate | The percentage of clicked emails in this variant that resulted in a valid order. |
Bounce rate | The percentage of sent emails in this variant that bounced. |
Conversion rate | The percentage of delivered emails in this variant that resulted in a valid order. |
Unsubscribe rate | The percentage of contacts in this variant who unsubscribed after receiving the email. |
Complaint rate | The percentage of emails in this variant that led to a spam complaint. |
Orders | The number of valid orders attributed to this variant. |
Total revenue | The total revenue from valid orders attributed to this variant. |
Average order value | The average revenue per valid order attributed to this variant. |
Revenue per email | The average revenue per delivered email in this variant. |
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