How channel performance scores work (BETA)

The performance score on the Channel comparison screen rates each of your channels from 0 to 100 for the first date range you select. It shows how close each channel comes to your best click-through rate, conversion rate and revenue per message.

Go to: Campaigns > Campaign performance > Campaigns > Channel comparison. The score is in the Channel performance section.

The score compares your channels with each other. It is not a benchmark against other retailers or industry averages. A score of 100 means a channel set the pace for your account in that period, not that it has reached a maximum.

What the score is made of

The score combines three rates. Each rate is worth a share of the 100 points.

All three rates use messages sent. Email, SMS and push report delivery in different ways, so measuring every channel against messages sent keeps the comparison fair. For example, a push notification only counts as delivered when the app on the contact's device confirms it, so push delivery looks much lower than email or SMS delivery.

Email combines automation and broadcast emails. SMS and push results come from automation campaigns.

Select the info icon next to a rate in the How each metric compares table to see how many points it is worth.

How the score is worked out

1. For each rate, Ometria finds the scored channel with the highest value. That channel gets the full points for the rate and shows the Best label in the How each metric compares table. If two channels have the same value, they both show Best.
2. Every other channel gets points in proportion to how close it is to the best value. A channel with half the best click-through rate gets half of the 41 points.
3. Ometria adds the points from the three rates and rounds to the nearest whole number.

The channel with the highest score shows Your top channel. Other channels show Below your top channel. If two channels have the same score, they both show as your top channel.

If a rate is zero on every scored channel, it is left out and its points are shared between the other rates, keeping their relative sizes. For example, if no channel had any revenue, click-through rate is worth 54 points and conversion rate 46. Revenue comes from orders, so in a period with no orders only click-through rate is scored. Select the info icon next to a rate to see the points it was worth in that period.

Example

Two channels send in the same week:

Email has the best conversion rate and revenue per message, so it gets all 35 and 24 points for those. Its click-through rate is five-eighths of Push's (1.0% of 1.6%), so it gets 25.6 of 41 points. That adds up to 84.6, which rounds to 85.

Push has the best click-through rate, so it gets all 41 points. Its conversion rate is two-thirds of Email's (23.3 of 35 points) and its revenue per message is two-fifths of Email's (9.6 of 24 points). That adds up to 73.9, which rounds to 74.

Email is your top channel, but it does not score 100, because Push has the better click-through rate.

The table on screen shows rates rounded for display, so if you work a score out from the screen, it can be a point out.

💡 A channel scores 100 when it has the best value for every rate. If different channels lead on different rates, your top channel usually scores less than 100. That is normal, and it is still your top channel.

When a channel does not get a score

• Fewer than 500 messages sent. A channel needs at least 500 messages sent in the date range to get a score. Its card shows Not enough sends yet and how many more messages it needs to send. You still see its rates, marked with an asterisk (*) in the table. They are labelled as estimates because they come from only a few sends and can change a lot. The channel does not count towards the best value for any rate. This stops a small test send with a few lucky clicks from setting the bar for your other channels.
• Only one channel has enough sends. A score needs at least two channels to compare. If only one channel sent 500 or more messages, there is nothing to compare it against, so no score shows. That channel shows Only channel with enough sends. This is always the case if your account sends on one channel only.
• No clicks, orders or revenue. If none of your channels with 500 or more messages sent had any clicks, orders or revenue in the period, there is nothing to compare, so no score shows. These channels show No engagement yet.
• No messages sent. A channel on your account that sent nothing in the period shows No sends yet.

When no channel reaches 500 messages sent, every card shows Not enough sends yet and no channel is scored.

What changes the score

• The date range. Scores cover the first date range only. They are not compared with the prior period, so a score can go down in a week where every channel improved, if one channel improved more.
• Which channels are scored. A channel starting to send, or reaching 500 messages sent, can change the best value for a rate, and so change the scores of your other channels.
• Recent activity. Orders can be attributed to a message days after it was sent, so scores for recent dates may change as more orders come in.

What the score does not include

The score measures engagement and revenue for each message sent. It does not include sending costs, unsubscribes, delivery rates or how many contacts each channel can reach. A channel with a lower score can still be worth using, for example if it reaches contacts your other channels do not.

Related articles

• Campaign performance: Channel comparison (BETA)