On this page:
- Campaign Performance: Automation Campaigns
- Campaign Performance: Broadcast Campaigns
- Monitor individual broadcast campaign performance
Go to Campaign Performance and in the AUTOMATION CAMPAIGNS tab 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 6 tabs at the top of the screen for analysing your automation campaign:
You can also choose to EDIT CAMPAIGN at any time by clicking the button below the date selectors.
In the OVERVIEW tab you can view the KPIs 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 displays at the top of the tab under the campaign title, as well as the 'Campaign last started' date.
Note: An 'Active' contact is a contact that has not exited the automation flow.
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 orange 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.
You can set the date range using the orange date selector at the top-right of the screen, and a comparison range using the grey date selector.
|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.|
|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.|
|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:|
* 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 smart phone, this counts as 2 opens.
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.
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 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 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 list, then decide how you would like to group your report.
You can group by:
This displays the metrics for all of the email nodes (includes splits tests and segments) in your campaign:
SPLIT TEST NODE
This displays the metrics for only the split test nodes in your campaign:
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 orange).
|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 generated from 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.
In the FLOWS tab you can track and analyse the different flows you've set up over time across different campaign versions.
The FLOWS 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.
|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.|
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.
The 'DRAFT' tab opens.
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.
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.
|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:|
|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.
|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:
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.
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.
|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 nit the order is valid.|
Valid orders are orders that have been passed to Ometria from your ecommerce store as 'completed', i.e. payment has been received with no refunds processed.
This figure may change over time if orders are refunded at a later date, and 'valid orders' always reflects:
|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.|
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.
|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 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.
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 entries 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 and a 'date ended' timestamp is added.
You can still access previous campaign versions to see your performance statistics and flow structure, but you can't revert to a previous version.