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:

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:

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 - 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.
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 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.

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