Automation campaign performance: Campaign metrics table – Ometria Help Centre

In the lower half of the Overview tab, the Campaign metrics table reports on your email performance per segment, split and email node.

This helps you identify which email send nodes are driving engagement, as well as which are producing the most orders and revenue.

Note: One automation campaign can have several different contact segments, each with several splits, and each split with its own email template and segment adjustments.

See also: Create a new automation campaign

Select the version of the campaign you want to analyse from the Version dropdown, then decide how you would like to group your report.

You can group by:

Email node: Displays the metrics for all of the email nodes (includes splits tests and segments) in your campaign.
Split test node: Displays the metrics for only the split test nodes in your campaign.
Segment node: This displays the metrics for only the segments in your campaign.

Note: This table only reports the activity for the date range selected at the top of the screen (in coral).

KPI	Description
Number of pass throughs	Contacts that have already entered the campaign and have been through a segment node and an activity after that. These numbers won't include any contacts that were exited from the flow without an action (click, open, order etc.)
Revenue	Total revenue attributed to this node.
Number of orders	Total number of orders attributed to this node.
Sent	The total number of messages sent via this node.
Delivered	The total number of messages sent via this node that were delivered.
Clicked	The total number of messages sent via this node that were clicked at least once.
Total unsubscribes	The total number of unsubscribe events (for any channel) that are attributed to this node.
Revenue per message	The average revenue per message attributed to this node. See also: Order attribution in Ometria
Average order value	The average value of orders attributed to this node. See also: Order attribution in Ometria
Click through rate	The percentage of delivered messages (from any channel) that were clicked at least once.
Coupons assigned	The total number of coupon codes assigned to contacts in this campaign. 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 that passed through this node. Note: Historic data for this metric is only available from Saturday 13th April 2024.
Redemption rate	The percentage of contacts who redeemed a coupon code from this campaign. 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.
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.
Emails sent	Total number of emails sent to contacts in this node.
Emails delivered	Total number of emails delivered to contacts in this node.
Emails opened	Total number of emails in this node that were opened at least once, including those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails
Emails opened (human)	Total number of emails in this node that were opened at least once, excluding those pre-opened by the recipient's email provider. See also: Human opens vs. pre-opened emails
Emails clicked	Total number of opened emails in this node that were clicked at least once.
Emails bounced	The total number of sent emails that bounced. See also: Bounce management in Ometria
Email spam complaints	The number of spam complaints generated by contacts in this node.
Email unsubscribes	Total number of unsubscribes generated from emails in this node.
Email orders	The number of orders attributed to emails sent from this node.
Email revenue	Total revenue from orders attributed to automation campaign emails in this node.
Email delivery rate	The percentage of emails sent from this node that were delivered.
Email open rate	Proportion of emails in this node that were 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)	Proportion of emails in this node that were 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	Proportion of opened emails in this node that were 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)	Proportion of opened emails in this node that were 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 (human)	The percentage of orders attributed to opened emails sent from this node. See also: Human opens vs. pre-opened emails
Email order to click rate	The percentage of orders attributed to emails in this node that were clicked at least once.
Email bounce rate	The percentage of sent emails from this node that bounced. See also: Bounce management in Ometria
Email unsubscribe rate	The percentage of sent emails from this node that resulted in an unsubscribe event. See also: How does Ometria subscribe and unsubscribe contacts?
Email conversion rate	The percentage of emails in this node that resulted in an order.
Revenue per email	Average revenue per email from orders attributed to automation campaign emails in this node.
Test emails sent	The number of test emails sent from this node. See also: Testing mode
SMS delivered	The number of sent SMS that were delivered.
SMS clicked	The number of SMS that were clicked at least once.
SMS click through rate	The percentage of sent SMS that were clicked at least once.
SMS bounced	The number of SMS messages that bounced.
SMS bounce rate	The percentage of sent SMS that bounced.
SMS unsubscribes	The number of SMS unsubscribe events attributed to this node.
SMS orders	The number of orders attributed to SMS messagages in this node. See also: SMS order attribution
SMS revenue	The total revenue attributed to SMS sent in this node. See also: SMS order attribution
SMS delivery rate	The percentage of sent SMS that were delivered.
SMS order to click rate	The percentage of clicked SMS that resulted in an order.
SMS unsubscribe rate	The percentage of delivered SMS that generated an unsubscribe event.
Revenue per SMS	The average revenue generated per sent SMS.
SMS average order value	The average value of orders attributed to SMS. See also: SMS order attribution
SMS sent	The total number of SMS sent from this node.
Test SMS sent	The total number of test SMS sent from this node. See also: Testing your SMS campaign
Push conversion rate	The percentage of push notifications sent from this node that generated orders.

Note: The names of nodes deleted prior to 26/01/2018 (whether segment, split or email nodes) will not display. The performance statistics will be visible, but they will be titled 'unknown'.

If you save a campaign as a version and later delete any of the nodes in that campaign, you'll see the names of the deleted nodes alongside their performance statistics.

You can also analyse the performance of an email node from the Versions tab and the Flows tab.

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