From the Campaign performance dashboard you can track the impact of your broadcast campaigns.
If you select an individual automation 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 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.
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. |
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. |
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. |
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