Campaign performance: Channel comparison (BETA)

The Channel comparison screen shows how your email, SMS, and push channels perform against each other, so you can see which channel drives the most engagement and revenue for every message you send.

Go to: Campaigns > Campaign performance > select the Channel comparison tab

When to use this screen

Use the Channel comparison screen to:

• See which of your channels is performing best for the selected date range.
• Compare click-through rate, conversion rate and revenue per message between channels.
• Track how each channel's results change day by day against a prior period.
• Compare campaigns that send on one channel with campaigns that send on more than one.

Set a date range

Set the date range at the top of the screen, next to View by. Select any of the pre-configured date ranges from the date picker drop-down, or choose Custom Range to set your own range.

The second date range, after vs, is for comparison. The Channel overview comparison and Multi-channel campaign performance sections show both periods. The Channel performance section uses the first date range only.

The screen includes both automation and broadcast campaigns. Email results combine automation emails and broadcast campaigns. Values are based on sends that happened during the selected date range, with their related clicks, orders, and revenue.

Channel performance

The Channel performance section compares your channels side by side for the selected date range.

Each channel has a card showing:

• Performance score: a score from 0 to 100 that compares the channel with your best channel in this period.
• Sent: the number of messages the channel sent in the period.
• A label showing whether the channel is Your top channel or Below your top channel.

The score compares your channels with each other. It is not an industry benchmark. To learn how the score is worked out, see How channel performance scores work.

How each metric compares

The table under the cards shows the three rates behind the score for each channel:

• Click-through rate: clicks divided by messages sent.
• Conversion rate: orders divided by messages sent.
• Revenue per message: revenue divided by messages sent.

The Best label marks the channel with the highest value for each rate.

💡 Rates in this section are per message sent, so every channel is measured the same way. The other sections on this screen show rates per message delivered, so the same metric can show a different value there.

Download data

Select the download icon to export the Channel performance data.

Channel overview comparison

The Channel overview comparison section shows one metric at a time for each channel, day by day, for the current and prior period.

Select a metric

Use the Select metric drop-down to choose what the section shows:

• Total revenue
• Total orders
• Messages sent
• Messages delivered
• Total clicks
• Click-through rate
• Conversion rate
• ROI (revenue per message)

For definitions of each metric, see Automation campaigns performance metrics.

Read the chart

Each channel has a card at the top with its value for the current period and the percentage change against the prior period.

The chart shows a pair of bars for each channel on each day. The darker bar is the current period and the lighter bar is the same day in the prior period. Hover over a day to see the exact values for both periods.

Download data

Select the download icon to export the chart data.

Multi-channel campaign performance

The Multi-channel campaign performance section groups your campaigns by the channels they sent on during the period, such as Email only or Push only. Use it to see whether campaigns that reach contacts on more than one channel perform differently from single-channel campaigns.

Use the Select metric drop-down to choose Total revenue, Click-through rate or Conversion rate.

Each group shows a bar for the current period and a bar for the prior period. Hover over a group to see the exact values.

Select the download icon to export this data.

Use cases

Find your strongest channel

Check which channel brings in the most engagement and revenue for every message you send.

1. Set the date range to the period you want to review, for example last month.
2. In Channel performance, look for the channel labelled Your top channel.
3. Check the How each metric compares table to see which rates it leads on. The Best label marks the leader for each rate.

Use this when you plan where to put your next promotion or which channel to test new content on first.

Understand why a channel scores lower

A lower score tells you a channel is behind your top channel. The How each metric compares table shows you where it is behind.

• Lower click-through rate: contacts are not engaging with the message. Review your subject lines, message copy, images and send times.
• Good click-through rate but lower conversion rate: contacts are clicking but not ordering. Check that the page you link to matches the message and that any offer is easy to find.
• Good conversion rate but lower revenue per message: contacts are ordering, but spending less. Review which products and offers you feature on that channel.

💡 A lower score does not mean you should stop using a channel. It can still reach contacts your other channels do not. See How channel performance scores work.

Measure the impact of a new channel or campaign

See how your results changed after you launched a new channel or a new campaign.

1. Set the first date range to a period after the launch.
2. Set the comparison date range, after vs, to a period of the same length before the launch.
3. In Channel overview comparison, select Total revenue from the Select metric drop-down. Compare the current and prior period bars for each channel.
4. Switch to Messages sent to check whether a change in revenue came from sending more messages or from better results per message.

Spot unusual days

Find days when a channel performed much better or worse than usual.

1. In Channel overview comparison, select the metric you want to check, for example Click-through rate.
2. Look for days where the current period bar is much higher or lower than the prior period bar.
3. Hover over the day to see the exact values.
4. Go to the Automation or Broadcast tab and set the date range to that day to see which campaigns sent.

Decide whether to add a second channel to a campaign

Compare campaigns that send on one channel with campaigns that send on more than one.

1. In Multi-channel campaign performance, select Conversion rate from the Select metric drop-down.
2. Compare each group, for example Email only with a group that includes email and push.
3. Switch to Total revenue to see how much each group brings in overall.

If campaigns on more than one channel convert better, consider adding a second channel to your key automation campaigns.

Note: This section only shows groups for channel combinations your campaigns used in the selected date range.

Share results with your team

Select the download icon in any section to export its data. Use the export to add channel results to your own reports or to share them with your team.

Related articles

• How channel performance scores work
• Campaign performance: All campaigns (BETA)
• Push notifications in campaign performance