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Overview

This page explains how to navigate and understand the campaign performance metrics for individual automation campaigns.

See also:

Go to: Campaigns > Campaign Performance and select the Automation campaigns tab, then scroll down to the list of individual automation campaigns.

Select a line item from this list to view the individual campaign performance screen for that campaign:

There are six tabs at the top of the screen for analysing your automation campaign:

  • Overview
  • Flows
  • Activity
  • Links
  • Orders
  • Versions

You can set your date range for reporting at the top of this screen:

Choose any of the pre-configured ranges, or apply a Custom Range by selecting from the coral drop-down list.

The grey date range is for comparison. 

The data in each of the panels on this screen can be exported to a CSV file by selecting Export.

You can also choose to Edit campaign at any time by clicking the button below the date selectors. 


Overview

In the Overview tab you can view the KPIs (key performance indicators) for your selected campaign in detail:

As soon as an automation campaign is set to Active, Ometria starts recording the events attributed to it, e.g. emails opened, contacts unsubscribed, contacts placing orders etc.

This dashboard is populated with that performance data.

The number of Active contacts (i.e. contacts that have not exited the flow) displays at the top of the tab under the campaign title, as well as the Campaign last started date.

Be aware that campaign data can take up to two hours to populate in Ometria.


Note: Campaign last started is either the date the campaign was created, or the date the campaign was resumed following testing or edits. 

If the campaign was created earlier and changed recently, you can still see data from before changes were made. Just use the coral date range filter at the top of the screen. 


Campaign KPIs graph

The Campaign KPIs graph 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.

KPIDescription

Emails sent

Total number of emails sent in this campaign.

Emails delivered

Total number of emails delivered in this campaign - i.e. arrived in inboxes.

Emails bounced

Total number of emails in this campaign that bounced.

Emails opened

Total number of emails in this campaign that have been opened at least once*.

Emails clicked

Total number of emails in this campaign that have been clicked at least once*.

Emails unsubscribed

Total number of unsubscribes attributed to emails sent in this campaign.

Delivery rateThe percentage of sent emails that were accepted by mailbox providers

Open rate

Proportion of emails in this campaign that have been opened at least once*.

Click to open rate

Proportion of opened emails in this campaign that have been clicked at least once.

Order to open rate

Proportion of opened emails in this campaign that led to a valid order being placed.

Order to click rate

Proportion of clicked emails in this campaign that led to a valid order being placed. 

Conversion rate

Proportion of emails in this campaign that led to a valid order being placed.

Revenue per email

Average revenue per email in this campaign.

Number of orders

Number of valid orders that are attributed to this campaign.

Total revenue

Total revenue from valid orders attributed to this campaign.

Spam complaintsThe number and percentage of delivered emails which resulted in ‘report spam’ or ‘junk’ complaints from recipients.  
Note: Spam complaint metrics are only available from 24th June 2020.

Test emails sent

Total number of emails sent while in testing mode.

Entries

Refers to the number of contacts that meet all of the conditions for entering into the campaign:

SMSs sentTotal number of SMSs sent in this automation campaign.
Test SMSs sent
Total number of SMSs sent in testing mode for this automation campaign.


 

* Emails opened, Emails clicked and open rate KPIs are unique per device type, e.g. if a contact opens an email on their desktop PC and then again on their smartphone, this counts as two opens.

You can also mouse-over different points in the graph to see the KPI value at the time. 

Campaign metrics

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.

For details on how to build an automation campaign, see Automation Campaigns Overview


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).


ColumnDescription

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.

Emails sent

Total number of email 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.

Emails clicked

Total number of opened emails in this node that were clicked at least once.

Total unsubscribes

Total number of unsubscribes generated from emails in this node.

Revenue per email

Average revenue per email from orders attributed to automation campaign emails in this node.

Average open rate

Proportion of emails in this node that were opened at least once.

Average click to open rate

Proportion of opened emails in this node that were clicked at least once. 


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.

Flows

In the Flows tab you can track and analyse the different automation flows you've set up over time across different campaign versions.

The tab provides a snapshot of the structure of your campaign and an overview of the performance of each segment, split and email per campaign version.

You can easily monitor changes to your automation flow structures over time, e.g. if you edited your campaign to segment by customer value instead of purchased a product in a category, then you could use the Flows tab to compare the performance of either structure.

Select a campaign version to analyse from the dropdown in the top right of the screen:

Mouse-over a node in the flow to view the performance statistics:


Note: The performance statistics shown here are for all time. 

They report on the performance of an email since the campaign started sending, and are not dependent on a time frame like the campaign metrics


KPIDescription

Number of pass throughs

Contacts that have already entered the campaign and have been through a segment node and any activities after that.

These won't include any contacts that were exited from the flow without an action.

Emails sent

Total number of emails sent to contacts.

Emails delivered

Total number of emails delivered to contacts.

Number of orders

Total number of orders attributed to this email.

Revenue

Total revenue attributed to this email. 

Revenue per email

Average revenue per email.

Average open rate

Proportion of emails that were opened at least once.

Average click to open rate

Proportion of opened emails that were clicked at least once.

Preview email

For ‘send email’ action nodes only - click this button to see a preview of the email.  


Editing a campaign flow

To edit an existing flow or create a new version based on an existing flow, select the Edit campaign button in the top right of the screen. 

This opens the automation flow in Draft.

From here, you can make any changes you like to the selected version of your campaign flow.

Click here for more information on editing automation campaigns. 

Select View stats > to return to the Overview tab for this campaign.

The Published tab displays the current saved version.

Once you've made your edits, select Save to preserve your changes, then Publish once you're ready to publish the new campaign flow. 

When publishing changes to your automation campaign, you have the option to update the current version (i.e. overwriting it) or creating a new version - more useful if you want contacts who are active in the current version to complete their journey through the flow and new contacts to start entering the new version. 


Note: You can't revert to a previous campaign version, but you can use the structure preview to duplicate it manually in the automation campaign builder. 


Activity

From the Activity tab you can check previews for your Active and Testing emails (if any) and review any dynamic, personalised content in your templates.


Column Description

Date

The date the email was sent.

To email address

The address the email was sent to.

Template

The template used for the email.

Subject

The subject line used in the email.

Status

The email's status:

  • Delivered
  • Clicked
  • Opened
  • Bounced

Subscription status

Whether or not the contact is subscribed.

Preview

Select to see a preview of the email the contact received.

This opens in a new window.

You can click Export to export the data on this page to a CSV file. 

From the Links tab you can monitor the performance of individual parts of your email templates.

The report indicates which areas of the email your customers are clicking - this is based on the name of each area.


ColumnDescription

Variant label

The variant name added as a tracking label when scheduling a campaign with variants.

Link URL

The URL as defined in the Template editor or the Link URL field in the visual editor.

Link name

You can define the link names in your templates by using om:linkname= in the editable blocks in your templates.  

Block type

The name of the block defined in your master template.

If 'No block' displays in this column, then either:

  • your template was built in the template editor, or;
  • the link is found outside the block (e.g. in the header or footer).

If multiple blocks of the same type are present in the template then the report automatically adds #n to the end, based on the order in the template (e.g. #1, #2 etc.)

The numbers are based on that subset of blocks alone.

Number of clicks 

Total number of clicks reported.

Percentage of clicks

Percentage of total clicks recorded.

Number of unique clicks

The total number of times your link was clicked by individual users.

Percentage of unique clicks

Percentage of unique clicks recorded.


For automation activity, the report displays metrics for the last 30 days of activity.

Automation link performance is combined and reported across different automation send nodes. 

Orders

From the Orders tab you can see a list of orders placed by email recipients. 

Select an individual order to see the detailed view in the orders report. 


ColumnDescription

ID

The automatically generated unique ID for each campaign.

Order date

The date the order was placed.

Number of items

The number of items in the order.

Coupon code

The coupon code (if used).

Store

The store the contact ordered from. 

Channel

The channel through which the order was placed (e.g. online).

Valid

Identifies whether or not the order is valid.

Subtotal

The order subtotal without tax or shipping.

Tax

The tax on the order.

Shipping

The shipping cost of the order.

Discount

Total discounts applied to the order (if any).

Grand total

The total cost of the order including tax, shipping and discounts applied.


Versions

From the Versions tab you can analyse every version of your campaign and its attributes.

This is useful 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 campaign's statistics in the Versions tab.

For more information on creation automation campaign versions, see Edit an existing automation campaign


ColumnDescription

Version

The version number.

Date created

The date the version was first saved and published. 

Date updated

The date the version was most recently updated/edited.

Active contacts

The current number of active contacts in the campaign flow.

Date ended

The date that the last contact entries in the campaign flow exited the campaign.

Created by

The user who saved and published this version.

Select View Stats for more detail on version performance. 

These performance statistics provide a 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.

Are all campaign versions live?

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 an entry trigger), will only enter the latest published version - so the current version is live by default.

Previous campaign versions can't accept new entries, but contacts that were already midway through the flow of a previous version do not exit automatically - these flows will continue to have active contacts until all contacts exit.

You can still access previous campaign versions to see your performance statistics and flow structure, but you can't revert to a previous version.