Campaign performance: Broadcast campaigns – Ometria Help Centre

From the Campaign performance dashboard you can track the impact of your broadcast campaigns.

If you select an individual broadcast campaign from the list at the bottom of this screen you can view analytics per campaign.

Navigation

Go to: Campaigns > Campaign performance > select the Broadcast campaigns tab.

You can set your date ranges for reporting at the top of this screen.

Select any of the pre-configured date ranges from the date picker drop-down, or choose Custom Range to bring up the calendar tool and set your own range:

You can also select to view data for specific campaigns using the second drop-down:

Broadcast campaigns funnel

This funnel shows how many contacts have passed through each stage:

Emails sent
Delivered
Opened
Clicked
Orders

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

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

Select View contacts > beneath any of the stages to access the Segment Explorer screen for that specific segment in your defined date range.

Select View orders > to see the orders report for orders attributed to that campaign.

Note: The View contacts and View orders options only display if you filter your campaigns.

Device performance

This panel shows which devices customers are using to interact with your broadcast emails:

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 - the proportion of opened emails that have been clicked at least once using this device type.
OTOR	Order to open rate - Proportion of opened emails 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.

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

Lifecycle breakdown

This panel shows how contacts at each stage of the lifecycle are interacting with your broadcast emails.

E.g. You can quickly compare how your leads are interacting against how your active customers are interacting.

The bar at the top indicates the percentage of contacts at each stage of the lifecycle, while the table below gives a breakdown of the following:

KPI	Description
Delivered	Number of emails delivered to contacts with this lifecycle status.
Open %	Percentage of emails that have been opened at least once by contacts with this lifecycle status.
CTOR	Click to open rate - Percentage of opened emails that have been clicked at least once by contacts with this lifecycle status.
CR	Conversion rate - Percentage of delivered emails to contacts with this lifecycle status that led to a valid order being placed.
Revenue	Total revenue from valid orders that were placed by contacts with this lifecycle status.

Note: These lifecycle statuses are representative of the status of each contact when the campaign was sent, not the contact's current or realtime status.

E.g., a 'lead' contact could purchase a product after the campaign was sent and become an 'active' contact, but in the lifecycle breakdown they will still appear as a lead.

See: Lifecycle stages in Ometria

Campaign list

This table lists all of your sent broadcast campaigns.

You also have the option to view the associated variants for each campaign - just select ‘Yes' from the Show Variants drop-down.

The values in this table are based on sends that happened during the selected date range, disregarding when the related events (e.g. orders and unsubscribes) happened — Ometria takes the sends within in the given timeframe and pulls in the related data.

Select the KPIs you'd like to report on from the Columns Selected drop-down:

KPI	Description
ID	The campaign ID, a unique number generated when you create a campaign.
Campaign ID	The campaign ID, a unique number generated when you create a campaign.
Campaign title	The title of the broadcast campaign as defined in the broadcast campaign builder.
Campaign subject	The subject line of the campaign as defined in the broadcast campaign builder.
Date started sending	The date your campaign began sending emails.
Contacts targeted	The number of contacts that met the segment conditions for this campaign - this number is the total before suppressed contacts are removed, and may differ from the 'Emails sent' number.
Emails sent	The number of emails sent in this campaign.
Emails delivered	The number of emails delivered in this campaign.
Email opens	The number of unique opens in this campaign.
Email clicks	The number of unique clicks in this campaign.
Email hard bounces	The number of emails that hard bounced in this campaign, i.e. the contact's address is invalid. See: Bounce management in Ometria
Email soft bounces	The number of emails that have soft bounced in this campaign, i.e. they reached the contact's inbox but bounced back for other reasons. See: Bounce management in Ometria
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 emails in this campaign that reached recipients' inboxes - minus all bounce types (not just hard and soft) and contacts on suppression lists.
Open rate	The percentage of delivered emails that have been opened at least once in this campaign.
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. 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.
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 an email from this campaign.
Complaint rate	The percentage of emails in this campaign that led to a spam complaint.
Orders	The number of valid orders attributed to this campaign. See: Order attribution.
Total revenue	Total revenue from valid orders attributed to this campaign. See: Order attribution.
Average order value	Average revenue per valid order that is attributed to this campaign. See: Order attribution.
Revenue per email	Average revenue per email that has been delivered in this campaign. See: Order attribution.
Suppressed recipients	The number of contacts in this campaign who didn't receive the email due to being on a suppression list.

Navigation

Broadcast campaigns funnel

Device performance

Lifecycle breakdown

Campaign list

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