- 1.1. The Automation Campaigns Overview
- 1.2. View list of all Automation Campaigns scheduled
- 2.1. Overview
- 2.2. Flows
- 2.3. Activity
- 2.4. Links
- 2.5. Orders
- 2.6. Versions
Introduction: What is the Campaign Performance dashboard
- The Campaign Performance dashboard enables you to track the impact of your automation campaign activities (both current and historical) and identify opportunities to optimise your automated marketing strategy and improve customer experience.
- You can report on the performance of all automation campaigns collectively and individually, over your choice of date ranges.
- You can also review campaign performance by segment and split test, as well as at the individual send level.
- Manage and analyse automation flow versions, to keep track of and optimise your campaign strategy.
- Analyse email template performance through the Links tab.
- Preview actual emails sent to individual contacts, and also review the subject line sent to them.
- Also find out the number of orders or revenue generated by each segment split or email.
1. How to analyse the overall performance of your automation campaigns
To access the campaign performance dashboard, go to Campaigns> Campaign Performance >Automation Campaigns to access the campaign performance dashboard.
Fig 1: Campaign Performance dashboard
Fig 2: Automation Campaign: Campaign Performance
Select Time Interval
You can select any of the preset time periods in the drop-down menu shown in step 1, or you can select your own custom range by going through steps 1-5, see below. The selected time interval will appear in the orange button at the top.
Fig 3: Select time interval
1.1. The Automation Campaigns Overview
The Automation Campaigns Overview displays the key performance indicators for your campaigns.
1.1.1. Select the performance metrics of your choice
Ometria allows you to pick your own email campaign performance metrics and analyse your campaigns by those metrics.
Click on the drop-down menu above the overview graph to select your preferred performance metrics.
The following example shows 5 metrics selected: Emails Sent, Emails Delivered, Test Emails Sent, Emails Bounced and Emails Opened.
Fig 4: Selecting your own KPIs
Clicking on a campaign performance metric displays graphically how that specific metric has changed over time.
Fig 5: Click on a KPI to view how that KPI has changed over time
1.1.2. Compare campaign performance KPI from before and after
You can quickly compare stats before and after a selected time by hovering over a KPI as shown below.
Note that the comparison is between the time periods in grey and orange, orange being the current time period.
Fig 6: you can hover over a KPI value to see the change between its previous and current value.
1.1.3. What does each performance metric mean?
If you’re confused about what each metric means, you can always hover over the text, and an explanation will pop up. This feature is used in several dashboards throughout the Ometria platform.
Fig 7: If you're ever confused on the terms used in Ometria, just hover them to see an explanation.
1.1.4. View campaign performance spanned over days, weeks or months.
The Automation campaigns overview graph can be as granular as you want it to be. So its stats can be grouped by day, by weeks or months.
Select the Time unit for the graph as shown in the figure below, and the horizontal axis will automatically update.
Fig 8: View the KPI graphs by days, weeks or months
1.2. View list of all Automation Campaigns scheduled
On the same tab ( Campaign Performance > Automation Campaigns), you can see a list of all individual automation campaigns listed in the Automation Campaigns section. See Figure 9.
The metrics displayed for your campaigns will update based on the time period you have selected in Select Time Interval shown in orange below.
Fig 9: The Automation Campaigns table is located just beneath the Automation Campaigns Overview in the Campaign Performance dashboard
The Automation Campaigns table shows all individual campaigns listed alongside the performance metrics of your choice. It’s a quick way of monitoring which campaigns are doing really well and which require attention.
Fig 10: Each row in the Automation Campaign table represents an individual campaign
To select the campaign performance metrics of our choice, select them from the drop-down menu shown above the Automation Campaign table.
Fig 11: Again you can select the KPIs of your choice to analyse the performance of campaigns. Each KPI will be added as a column.
Like the automation campaigns overview graph, you can hover over any performance metric to get an explanation of what it means. See figure 12.
Fig 12: Hover over terms to see what they mean
You can also sort the campaigns based on these metrics in ascending or descending orders.
To analyse the performance of individual campaigns in depth, see How to monitor individual campaign performance.
- You can analyse the overall performance of your automation campaigns from the Automation Campaigns Overview and the Automation Campaigns table..
- Both are located in Campaigns> Campaign Performance >Automation Campaigns
- The Automation Campaigns Overview displays the key performance indicators of your choice, for you to analyse your automation campaigns graphically.
- The Automation Campaigns table shows all individual campaigns listed alongside the performance metrics of your choice. It’s a quick way of monitoring which campaigns are doing really well and which require attention.
2. How to monitor individual campaign performance.
You can analyse the performance for specific automation campaigns and use the insight to optimise your campaign.
To review the performance of an individual automation campaign, locate the campaign in the list of Automation Campaigns as shown below, and click on it. It will take you through to a comprehensive report of that individual campaign.
Fig 13: Click on an individual campaign to open its thorough campaign performance report.
Every individual campaign can be analysed through the following six tabs:
Fig 14: Navigate along these tabs to review the performance of your individual campaign
Fig 15: The Overview tab
The Overview tab provides a snapshot of key email campaign performance KPIs. When an automation campaign is set as active, Ometria will start recording the events that happen (e.g. emails opened, contacts unsubscribed, contacts placed orders, etc.) and start populating the Campaign Performance dashboard with its performance data.
- Right away, you can see the number of Active Contacts in the email campaign, under its title.
- Also immediately visible is the day the Campaign Last Started. This date could either mean the date the campaign was created or the date it was resumed after testing or making changes. Note that, you can still see data before the last started date if a campaign was created earlier and changed recently.
2.1.1. The Campaign KPIs Chart
The Campaign KPIs chart displays all the important KPIs for the selected automation email campaign, in one chart, like in The Automation Campaigns Overview, you can view the changes in a KPI over time graphically, by selecting the KPI.
Hovering over a point on the graph shows you the KPI value at that time.
Fig 16: Campaign KPIs allows you to analyse individual KPIs graphically
Note that the emails opened, emails clicked and the open rate metrics are unique per device type. So e.g. Emails Opened is total number of automation campaign emails sent that have been opened at least once on any device
The Entries KPI is the number of contacts that entered the campaign by meeting the conditions for entering: contacts who match the trigger, the entry wait, the reentry condition, campaign mutual exclusivity check AND are opted in. This is unrelated to what happens inside in the campaign.
2.1.2. The Campaign Metrics Table
Located just below the Campaign KPIs graph, the Campaign Metrics table reports on your email performance per segment, split and email node.
Fig 17: The campaign Metrics tables enables you to review performance statistics of any campaign version by segment, split or email node.
Each column displays values for a single performance metric (e.g., emails opened, revenue, number of orders) either by segment, by split test or, to be even more granular, an email node in the campaign.
Note: One automation campaign can be structured to have several different contact segments, each with several splits, and each split with its own email template and segment adjustments. For details and examples on how to build an automation campaign, see Automation - Campaign builder.
2.1.3. How to analyse the performance of an email in a campaign
The Campaign Metrics table helps you easily identify which email send nodes are driving email engagement as well as producing the most orders and revenue.
Fig 18: Select Version then select campaign node (either segment, split or email)
- Locate and select your automation campaign from the Automation Campaigns table in the Automation Campaigns tab.
- Once you’re in the Overview tab, go to the Campaign Metrics table, and select the version of the campaign that contains the specific email you want to analyse the performance of.
- Select Email from the drop-down menu next to Versions.
- Now that the table has populated, locate the email you want to analyse, and its performance metrics will display in its row.
For example, if you select Email in step 2, each row would report the stats of one specific type of email. The row highlighted in the following example shows the performance of the email called Basket 1, that is sent to Split 1 of the Lead Segment.
Fig 19: Selecting email lists the performances of all emails in the campaign
NOTE: The performance stats shown here only report the activity in the time interval selected above the screen in orange. They do not report on the performance of the segment, split or email, before or after the time interval.
NOTE: When analysing the performance stats of nodes deleted prior to 26/01/18, (these could be segment, split or email nodes), the names of the nodes will NOT be displayed. The performance stats of these segments/splits/emails can still be viewed, but they will be named as 'unknown'.
Starting 26/07/2018, if you save a campaign as a version, and later delete any nodes in that campaign, you WILL see the names of the deleted segment/split/email nodes, alongside their performance stats.
You can also analyse the performance of an email node, from the Versions tab and Flows tab.
2.1.4. How to analyse the performance of a segment in a campaign
You can monitor the basic performance of a segment, just like you did with email in the example above.
Simply select Segment instead of Email from the drop-down menu, in 2.1.3. It is important to know that these performance stats are dependant on the date interval shown in orange on the top-right. To change the date interval see Select Time Interval.
You can also analyse the performance of a segment from the Flows tab. If so, simply hover over the segment instead of the email to display its stats. Mind you that these performance stats are all-time stats and not dependant on a specific date range.
2.1.5. How to analyse the performance of a split test in a campaign
Users often create multiple split tests for individual segments, to find out which perform best.
- Let’s suppose you are split testing different hero images or product recommendation engines in your automation flows.
- You can use the Campaign metrics report to identify which split test nodes are producing the best results and optimise your marketing campaigns accordingly.
- Simply select split instead of email in 2.1.3.
If you use the Flows tab, simply hover the split you want to analyse instead of the email.
- The Overview tab provides a snapshot of key email campaign performance KPIs.
- You can view the changes in a KPI over time graphically, by selecting the KPI.
- The Campaign Metrics table reports on your email performance per segment, split and email node.
- This helps you easily identify which flows and nodes are driving the most email engagement as well as producing the most orders and revenue.
The Flows tab enables you to easily track and analyse different flows set up over time across different campaign versions, in order to optimise your marketing strategy.
Fig 20: The Flows tab lets you track flows structures set up over time and also enables you to analyse performance stats per node
- Immediately, the Flows tab provides a snapshot of the structure of the campaign, and performance of each segment, split and email based on the different versions.
- This is particularly helpful for you to easily monitor changes to your automation campaign flow structures over time and historical performance of your flows.
- For example, you may like to change your campaign to segment on ‘customer value’ instead of ‘purchased a product in a category’. You can use the Flows dashboard to check the performance of your previously set up product-based segment and compare it to your ‘customer value’ segment.
2.2.1. How to monitor the performance of a segment, split test or email in a campaign
- Locate and select your automation campaign from the Automation Campaigns table in the Automation Campaigns tab.
- In the Flows tab, select the version of the campaign flow, containing the specific email you want to analyse the performance of.
Fig 21: Select the version of Flow
- Once the flow is displayed, locate the email in the flow and hover over it.
- A pop-up will show you the performance stats of that email.
Fig 22: Hover over a node to view performance stats of that node in that version
NOTE: The performance stats shown in the flow are all-time stats. They report on the performance of the email since the campaign started and are not dependant on a time interval as they are in Campaign Metrics.
Number of pass throughs are contacts that have already entered the campaign and that have gone through a segment node and an activity after that. These won't include any contacts that were exited from the flow without an action.
Example: Analyse performance of Segment.
Suppose you created a segment for 18 to 24-year-olds for a welcome campaign. With the condition that the segment is also female and who also bought flip-flops.
Fig 23: Number of pass-throughs for a segment
Just hover over a segment and find out the number of pass-throughs. If the number of pass-throughs is very low, you might want to edit the segment to make it less specific and more open to increase volume.
You can also quickly get answers to key questions like:
- Is the lead segment converting?
- Which segment is generating the most conversion?
- Are other segments generating more revenue?
Example: Analyse performance of split:
The Flows tab allows you to quickly report on deleted split tests or deleted templates, by selecting a previous version of the campaign and hovering over the split test.
- Let’s suppose for a segment with only females, you create 3 split tests each with a different subject line.
- Your goal is to identify the most engaging Subject Line. To do that, hover over each split test to see which of the three had the highest open rate.
- Once you find out which split test had the highest open rate, you can use that subject line for ‘everyone’ in that segment to optimise your campaign.
2.2.2. How to view a previous automation flow?
As of 26th July 2018, you can create and save new versions of existing automation campaign flows. You don’t have to take screenshots of existing flows before making edits. And you don’t have to save performance stats of previous campaign flows in spreadsheets.
Fig 24: Switching between versions in the Flows tab
Each time you make changes in an automation flow you can either update the existing version or create a new version of the campaign flow. For more details on how to create versions of an automation flow see Campaign Builder.
Note that you can only preview a previous automation flow if you created a version of it. Campaign flows created and changed before 26/07/18 would not be available as versions.
To preview the stats or structure of a previous campaign flow:
- Locate and select your automation campaign from the Automation Campaigns table in the Automation Campaigns tab.
- Go to Flows tab.
- Select the campaign version you want to preview the stats of.
- Hover over any campaign node to report the stats of that node.
Note: You can preview the structure of a previous campaign flow, and you can also extract its all-time performance stats. You cannot revert to a previous campaign version. You can, however, use the structure preview to duplicate it manually through the campaign builder.
- The Flows tab enables you to easily track and analyse different flow structures across different campaign versions and analyse historic performances to optimise your automation marketing strategy.
- To monitor the performance of a segment, split or email node in the Flows tab, select the version of the campaign and hover over the node you want to analyse as shown in Fig. 24.
- The performance stats shown in the flow are all-time stats and are not dependant on a date interval as they are in Campaign Metrics.
- You can also quickly get answers to key questions like:
- Is my lead segment converting?
- Which segment is generating the most revenue?
- Which subject-line is engaging the most contacts (via split test open-rate)?
Fig 25: The Activity tab
The Activity tab helps you check any live email previews and also review any dynamic, personalised content included in your email templates. It shows you
- Date the email was sent
- To email address
- Name of email template sent
- Subject line sent to contact
- Contact Status
- Subscription status and a shortcut to a preview of the email sent.
2.3.1. Where can I preview the emails sent out to individual contacts?
To preview an email sent out to a contact:
- Locate the contact by email address in the list.
- Click on the eye button at the end of the row to preview the email sent to the contact.
- A pop-up will display a preview of the sent email.
Fig 26: Click on the eye button at the end of the row to preview the email sent to that specific recipient
2.3.2. How to check what subject line was sent to which contact
You can also use the Activity tab to review any personalised subject lines you have added in send email nodes.
Just locate the contact you want to check. The subject line will be under the Subject column. To view the subject line in the form the user received it, preview the email by clicking the eye button at the end of the row.
If you’re unhappy with a subject line you can change it from the Flows tab by clicking Edit campaign from the top corner of the flow board> locate the email node> and use Subject line builder. Future emails will then be sent with your edited subject line.
However any changes to the email or it’s subject line, will be applied to all the contacts or entries that pass through that email node, and not one individual contact.
- The Activity tab lets you:
- preview emails sent to individual contacts and the timestamp of when the email was delivered,
- review which subject line was sent each individual contacts
- and view the contact’s subscription address
2.4.1. Which parts of my automation emails are contacts interacting with the most?
The Links dashboard is a great place to check the performance of individual parts of your email templates. The report provides an indication of where in the email people are clicking based on how you have named the different sections of the template.
Fig 27: Link click report
For example, you may want to check the percentage of clicks for a hero image compared to another part of the email template so you can optimise template content. The Links performance report also enables you to optimise your copy for CTAs or other messages.
Details on how to use the Links report can be found here: Link Click Report.
- You can analyse the performance of different parts of your email templates through the Links tab.
- The Link Click report shows you where in the email contacts are clicking based on the link names you have assigned in your template. This helps you understand which content is driving the most engagement and optimise template content for future campaign sends..
You can use the Orders tab to review any orders placed by contacts at any point in the automation flow.
2.5.1. What orders have been placed by recipients?
The Orders tab provides you with key details for each order placed by an email recipient, as shown in the highlighted bar:
Fig 28: The Orders tab
- Order ID
- Order date
- Number of items
- Coupon code
- and Grand Total
Clicking on an individual order will take you through to the detailed view in the Orders report .
However, if what you’re after is a quick figure for the number of orders, just hover over a segment or a split test from the Flows tab, as shown below.
Fig 29: Number of orders for a segment
Fig 30: Number of orders for a split
You can also find out the number of orders from the Campaign Metrics table in the Overview tab.
Fig 31: Number of orders for a segment and split
- The Orders tab provides you with key details for each order placed by the campaign email recipients like Number of items, Coupon code, Store, Channel, Shipping, Discount, Grand Total, etc..
- Clicking through an individual order will take you through to the detailed view in the Orders report
- If you’re after a quick number, just hover over a segment or a split test from the Flows tab to see no. of orders. Or check the number of orders column in the Campaign Metrics table.
You can analyse every single version of a campaign and its attributes from the Versions tab.
Fig 32: Manage multiple versions from the versions tab.
If you are making significant edits to your automation flows and want to report on their performance separately from the current version of your campaign, you can save a new version and then review the statistics of the campaign on the Versions tab.
For more details on how to create versions see Versions -Campaign Builder .
The table above shows each version alongside its:
Date Created: Date the version was saved and published.
Date Updated: Date the same version was updated with changes.
Active Contacts: The current number of active contacts inside the campaign flow.
Date Ended: The date at which all the last contact entries in the campaign flow exited the campaign.
Created By: The user who saved and published this version
Fig 33: Active Contacts in the Versions tab
Notice how all versions that have an end date (Version 10, 8, 5 and 2), have 0 active contacts? That’s because previous versions are only active when they have contacts at any stage in the campaign flow. Once all the contacts have exited the campaign flow, the version ends.
2.6.1. Are all campaign versions live?
- Yes, and no. Campaign versions are active when there are contacts active in any stage of an automation flow.
- New entries (or contacts entering a campaign flow by a set trigger), will only be entering the latest published current version. So the current version is the live version by default.
- Previous campaign versions cannot accept new entries. However, existing entries mid-flow in the previous version will not automatically exit. Instead, they will continue to have active contacts until all entries exit and a 'Date ended' timestamp added.
- Over time the number of active contacts in previous versions will reduce to 0, as the last entries exit. The version will end and become inactive.
- Previous campaign versions can still be accessed to review performance stats and flow structure. However, you cannot revert to a previous version automatically.
To see what happens to previous versions when you test/pause the current campaign version, see Versions - Campaign Builder.
2.6.2. Analysing individual versions
To dig deeper and find out how an individual automation campaign version performed or is performing, click on View Stats at the end of the row.
Fig 34: View Stats for individual version
Fig 35: Performance Stats for one version
These performance statistics give a very granular breakdown of performance across different versions, right down to the node level.
You can use this to understand the impact of your different campaign versions over time and use the insight to continually optimise your flows.
- To go back and view a different version, Close Stats as shown by the arrow in the figure above and View Stats for the version you want.
- To export the performance data to a spreadsheet, click Export next to Close Stats.
- You can analyse every single version of a campaign and its attributes from the Versions tab.
- To view individual stats of a campaign version, click on View stats.
- Previous campaign versions cannot accept new entries. However, they will continue to have active contacts until all entries exit. Then they will end and become inactive.
- You can access a previous automation campaign version to review performance stats and flow structure. However, you cannot revert to a previous version automatically...
- To export version performance data to a spreadsheet, click Export next to Close Stats.
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