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 selected date range. It shows how close each channel comes to your best channel on click-through rate, conversion rate and revenue per message.

Find it in: Campaigns > Campaign performance > Channel comparison > Channel performance.

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.

Rate	How it is measured	Points
Click-through rate	Clicks divided by messages sent	41
Conversion rate	Orders divided by messages sent	35
Revenue per message	Revenue divided by messages sent	24

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.

How the score is worked out

For each rate, Ometria finds the 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.
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.
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.

Example

Two channels send in the same week:

	Channel A	Channel B
Click-through rate	2%	1%
Conversion rate	0.40%	0.20%
Revenue per message	£0.40	£0.30
Performance score	100	56

Channel A has the best value for all three rates, so it gets all 100 points.

Channel B has half of Channel A's click-through rate (20.5 of 41 points), half of its conversion rate (17.5 of 35 points), and three-quarters of its revenue per message (18 of 24 points). That adds up to 56.

💡 Your top channel only scores 100 when it has the best value for every rate. If one channel leads on clicks and another leads on revenue per message, neither scores 100.

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. You still see its rates, but it is not scored and 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.
No clicks, orders, or revenue on any channel. If none of your scored channels had any engagement in the period, there is nothing to compare and no score shows.

If no channel had any orders in the period, conversion rate is left out of the score. The remaining rates share its points in proportion to their own. The same applies to any rate that is zero on every channel.

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 you use. Adding a new channel that sends 500 or more messages can change the best value for a rate, and so change the scores of your other channels.

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.