Broadcast campaign performance: Variants – Ometria Help Centre

The Variants tab is the fourth screen you see when monitoring the performance of an individual broadcast campaign:

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This 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).

You can also preview the campaign template from this tab:

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Select the KPIs you want 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 - meaning that the recipient's mailbox provider acknowledged receiving the email. Note: It is possible that the mailbox provider has accepted the email, but it is not being displayed in the contact's inbox.
Emails opened	The number of emails opened per variant, including those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Emails opened (human)	The number of emails opened per variant, excluding those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Emails clicked	The number of unique clicks in this variant of the campaign.
Emails bounced	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).
Email open rate	The percentage of delivered emails in this variant that have been opened at least once, including those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Email open rate (human)	The percentage of delivered emails in this variant that have been opened at least once, excluding those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Click through rate	The percentage of delivered emails in this variant that have been clicked at least once.
Email click to open rate	The percentage of opened emails in this variant that have been clicked at least once, including those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Email click to open rate (human)	The percentage of opened emails in this variant that have been clicked at least once, excluding those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Email order to open rate	The percentage of opened emails that resulted in an order, including those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Email order to open rate (human)	The percentage of opened emails that resulted in an order, excluding those pre-opened by the contact's email provider. See also: Human opens vs. pre-opened emails
Email 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 gross 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.
No available coupons	The number of contacts who didn't receive this variant due to a lack of coupon codes in the selected pool. This might happen if: The coupon pool ran out of coupon codes and no fallback was set up. There was a problem connecting with Shopify or Magento.
Coupon pool	The name of the coupon pool Ometria is using to get these metrics. Also the name of the pool used in your campaign or variant.
Coupons assigned	The total number of coupon codes assigned to contacts in this campaign. Note: This includes coupons that were sent as reminders, i.e. already assigned before the campaign was sent. This is to avoid underrepresenting the coupon redemption rate for each campaign.
Coupons redeemed	The total number of coupon codes redeemed by contacts in this campaign.
Redemption rate	The percentage of contacts who redeemed a coupon code from this campaign. This is calculated by dividing the number of coupons redeemed by the total number of coupons assigned and multiplying that by 100.
Total coupon revenue	The total revenue attributed to coupon codes used in this campaign. This is based on orders attributed to the campaign. See also: Order attribution in Ometria E.g. If you use the WELCOME10 coupon pool as a reminder in your "Easter sale" campaign, you'll see the revenue associated with that pool for the "Easter sale" campaign, not the total revenue for that pool across all campaigns.

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