The Campaign KPIs graph in the Automation campaign performance: Overview tab presents all of the important key performance indicators (KPIs) for the campaign.
Select a KPI to see how it changed over your chosen date range.
You can also mouse-over different points in the graph to see the KPI value at the time.
Total metrics
These are your metrics for all send types; email, SMS and push notifications.
| KPI | Description |
| Campaign entries |
The number of contacts that meet all of the conditions for entering the campaign. This is unrelated to what happens inside the campaign. These conditions could include any of the following:
Note: Contacts with an 'unknown' marketing status (i.e., no opt-in information) can enter, but they aren't included in actual email sends. This means that there might be a difference between your Campaign entries and your Emails sent.
|
| Total revenue | Revenue from valid orders attributed to any channel. |
| Total orders | Number of valid orders attributed to any channel. |
| Total sends | Number of messages sent across all channels. |
| Total delivered | Number of messages delivered minus bounces and suppressions. |
| Total clicks | Number of messages sent across all channels that have been clicked. |
| Total unsubscribes | Number of unsubscribes from any channel. |
| Total test sends | Number of test messages sent across all channels. |
| Revenue per message | Average attributed revenue per message across all channels. |
| Average order value | Average attributed revenue per valid order. |
| Total conversion rate | Percentage of delivered messages that led to an order being placed. |
| Total click through rate | Percentage of messages that have been clicked at least once. |
| Coupons assigned |
The total number of coupon codes assigned to contacts.
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.
Historic data for this metric is only available from Saturday 13th April 2024. |
| Coupons redeemed |
The total number of coupon codes redeemed by contacts.
Note: Historic data for this metric is only available from Saturday 13th April 2024.
|
| Total coupon redemption rate |
The percentage of contacts who redeemed a coupon code. This is calculated by dividing the number of coupons redeemed by the total number of coupons assigned and multiplying that by 100.
Note: Historic data for this metric is only available from Saturday 13th April 2024.
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| 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.
Note: Historic data for this metric is only available from Saturday 13th April 2024.
|
| No available coupons |
The number of contacts who exited this campaign due to a lack of coupon codes in the selected pool. This might happen if:
|
| Missing preferred language |
The number of contacts who don't have a preferred language assigned to them. If a contact without a known language enters a multi-language campaign, the fallback will apply. |
| Suppressed recipients | Number of recipients that have been suppressed. |
| Frequency capped | Number of recipients that have reached your frequency cap. |
Email metrics
You should expect to see differences between the revenue data shown in the Email Performance dashboard and the data in Campaign Performance > Automation campaigns.
This is because the automation campaigns performance report selects campaigns sent within the selected date range, meaning that revenue earned in the same time period from campaigns sent before the date range will not be included.
| KPI | Description |
| Emails sent | The total number of emails sent. |
| Emails delivered | The total number of emails delivered - minus all bounce types and contacts on suppression lists. |
| Emails opened |
The total number of emails opened, including those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Emails opened (human) |
The total number of emails opened excluding those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Emails clicked | The total number of emails clicked. |
| Emails bounced |
The total number of automation campaign emails that bounced.
Note: This number includes all kinds of bounces (e.g. blocked bounces), not just hard and soft.
See also: Bounce management in Ometria |
| Email spam complaints | The total number of emails identified as ‘spam’ by recipients. |
| Email unsubscribes | The total number of unsubscribes from email. |
| Email orders | The total number of orders attributed to emails. |
| Email revenue | The total value of the revenue from valid orders placed that are attributed to emails. |
| Email delivery rate | The percentage of sent emails which were delivered (minus all bounce types and contacts on suppression lists.) |
| Email click through rate | The percentage of delivered emails that have been clicked at least once. |
| Email open rate |
The percentage of delivered emails that have been opened at least once, including those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Email open rate (human) |
The percentage of delivered emails that have been opened at least once, excluding those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Email click to open rate |
The percentage of opened emails that have been clicked at least once, including those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Email click to open rate (human) |
The percentage of opened emails that have been clicked at least once, excluding those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Email order to open rate |
The percentage of opened emails that led to an order being placed, including emails pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Email order to open rate (human) |
The percentage of opened emails that led to an order being placed, excluding emails pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails |
| Email order to click rate | The percentage of emails clicked that led to an order being placed. |
| Email bounce rate |
The percentage of emails that bounced.
Note: This number includes all kinds of bounces (e.g. blocked bounces), not just hard and soft.
See also: Bounce management in Ometria |
| Email unsubscribe rate | The percentage of emails that led to recipients unsubscribing. |
| Spam complaint rate | The percentage of emails identified as ‘spam’ by recipients. |
| Email conversion rate | The percentage of automation campaign emails that led to an order being placed. |
| Revenue per email | The average revenue per email. |
| Email average order value | Average attributed email revenue per valid order. |
| Test emails sent | Total number of emails sent while in testing mode. |
| Email coupons assigned | Number of email coupons assigned to contacts in this automation campaign (including reminders) |
| Email coupons redeemed | Number of email coupons that were redeemed in this automation campaign |
| Email coupon redemption rate | Proportion of email coupons that were assigned to contacts in this automation campaign that were redeemed |
| Email coupon revenue | Total revenue from email coupons that were redeemed in this automation campaign |
SMS metrics
| KPI | Description |
| SMS sent | The number of SMS sent. |
| Test SMS sent | The number of test SMS sent. |
| SMS delivered | The number of SMS delivered not including bounces. |
| SMS clicked | The number of SMS that have been clicked at least once (i.e. unique clicks). |
| SMS click through rate | The percentage of SMS that have been clicked at least once. |
| SMS bounced | The number of SMS bounces. |
| SMS bounce rate | The percentage of sent SMS that bounced. |
| SMS unsubscribes | The number of contacts who unsubscribed from SMS after receiving a campaign. |
| SMS orders |
The number of orders attributed to SMS. See also: SMS order attribution |
| SMS revenue |
Revenue from valid orders attributed to SMS. See also: SMS order attribution |
| SMS delivery rate | The percentage of sent SMS that were delivered to the recipient. |
| SMS order to click rate | The percentage of SMS that were clicked at least once and led to an order being placed. |
| SMS conversion rate |
The percentage of delivered SMS that led to an order being placed. See also: SMS order attribution |
| SMS unsubscribe rate | The percentage of contacts that unsubscribed after receiving an SMS. |
| Revenue per SMS |
The average revenue per SMS delivered. See also: SMS order attribution |
| SMS average order value |
The average value of an order attributed to SMS. See also: SMS order attribution |
| SMS coupons assigned | Number of SMS coupons assigned to contacts in this automation campaign (including reminders). |
| SMS coupons redeemed | Number of SMS coupons sent in this automation campaign that were redeemed. |
| SMS coupon redemption rate | Proportion of SMS coupons that were assigned to contacts in this automation campaign that were redeemed. |
| SMS coupon revenue | Total revenue from SMS coupons that were redeemed in this automation campaign. |
Push metrics
| KPI | Description |
| Push sent | The number of push notifications sent. |
| Push delivered |
The number of push notifications delivered. See also: Why is there a discrepancy between my sent and delivered push messages? |
| Push clicked | The number of push notifications selected/clicked. |
| Push orders | The number of orders attributed to push notifications. |
| Push conversion rate | The percentage of delivered push notifications which led to an order. |
| Push revenue | The total revenue attributed to push notifications. |
| Push delivery rate |
The percentage of push notifications delivered. See also: Why is there a discrepancy between my sent and delivered push messages? |
| Push click through rate | Percentage of delivered push notifications clicked. |
| Revenue per push | The average revenue per push notification. |
| Push average order value | Average attributed push revenue per valid order. |
| Test pushes sent | The number of test push notifications sent. |
| Push coupons assigned | Number of push coupons assigned to contacts in this automation campaign (including reminders). |
| Push coupons redeemed | Number of push coupons that were redeemed in this automation campaign. |
| Push coupon redemption rate | Proportion of push coupons that were assigned to contacts in this automation campaign that were redeemed. |
|
Push coupon revenue |
Total revenue from push coupons that were redeemed in this automation campaign. |
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