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Overview

From the Campaign Performance dashboard for Broadcast Campaigns you can track the impact of your broadcast emails.

If you select an individual broadcast campaign from the list at the bottom of the screen you can view analytics per campaign.

You can also:

  • Review the overall campaign alongside its individual variants' performance.
  • See which subject lines contacts are opening the most.
  • Analyse email template performance and identify the best places to put your links in future templates.

Go to: Campaigns > Campaign Performance > select the BROADCAST CAMPAIGNS tab.


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

Select any of the pre-configured date ranges in the orange dropdown, or choose 'Custom Range' to bring up the calendar tool and set your own range.


Note: The dashboard updates to display information on all broadcast emails based on the date they were sent

This should not be confused with the date a contact received or interacted with the email.

E.g. If you select 'Last 28 days', the dashboard displays all broadcast emails that have been sent in the last 28 days.

These can include both:

  • emails that contacts have interacted with, and;
  • emails that contacts have not interacted with.

By default, all broadcast emails sent during your selected date range are included in the dashboard, but you can also filter your selection of broadcast campaigns using the SHOWING ALL CAMPAIGNS dropdown:

Select as many campaigns as you like.


Broadcast campaigns funnel

The broadcast campaigns funnel displays at the top of the screen:

The graphic indicates how many contacts have passed through each stage.

The stages are:

  • Emails sent
  • Delivered
  • Opened
  • Clicked
  • Orders

The contact percentages for each stage of the funnel displays below each heading.

The percentages in the grey arrows indicate the proportion of contacts that have passed from one stage to the next.

Select VIEW CONTACTS > beneath any of the stages to access the Segment Explorer screen for that specific segment in your defined date range.

Select VIEW ORDERS > to see the orders report for orders attributed to that campaign. 


Note: The View Contacts and View Orders options only display if you filter your campaigns.


Device performance

This panel demonstrates which devices customers are using to interact with your broadcast emails:

  • Desktop
  • Mobile
  • Tablet

The bar at the top indicates the percentage of opens per device type, while the table below gives a breakdown of the following:

KPIDescription
CTORClick to open rate - the proportion of opened emails that have been clicked at least once using this device type.
OTOROrder to open rate - Proportion of opened emails that led to a valid order being placed using this device type.
RevenueTotal revenue from valid orders that were placed using this device type. 

Note: These opens are unique per device, which means that if a contact opens an email on their mobile, desktop and their tablet, these will count as three different opens - one per device.

However, if they reopen the email several times on any device, it will still count as one open. 


Lifecycle breakdown

This panel demonstrates how contacts at each stage of the lifecycle are interacting with your broadcast emails.

E.g. You can quickly compare how your leads are interacting against how your active customers are interacting.

The bar at the top indicates the percentage of contacts at each stage of the lifecycle, while the table below gives a breakdown of the following:

KPIDescription
DeliveredNumber of emails delivered to contacts with this lifecycle status.
Open %Percentage of emails that have been opened at least once by contacts with this lifecycle status.
CTORClick to open rate - Percentage of opened emails that have been clicked at least once by contacts with this lifecycle status.
CRConversion rate - Percentage of delivered emails to contacts with this lifecycle status that led to a valid order being placed.
RevenueTotal revenue from valid orders that were placed  by contacts with this lifecycle status.

Note: These lifecycle statuses are representative of the status of each contact when the campaign was sent, not the contact's current or realtime status.

For example, a 'lead' contact could purchase a product after the campaign was sent and become an 'active' contact, but in the lifecycle breakdown they will still appear as a lead. 

See: Lifecycle stages in Ometria


Campaign list

The 'Campaign list' table lists all of your sent broadcast campaigns.

You also have the option to view the associated variants for each campaign - just select 'Yes' from the 'Show Variants' dropdown. 

Select the KPIs you'd like to report on from the 'Columns Selected' dropdown:

KPIDescription
IDThe campaign ID, a unique number generated when you create a campaign. 
Campaign IDThe campaign ID, a unique number generated when you create a campaign.
Campaign titleThe title of the broadcast campaign as defined in the broadcast campaign builder
Campaign subjectThe subject line of the campaign as defined in the broadcast campaign builder.
Date started sendingThe date your campaign began sending emails.
Contacts targetedThe number of contacts that met the segment conditions for this campaign - this number is the total before suppressed contacts are removed, and may differ from the 'Emails sent' number.
Emails sentThe number of emails sent in this campaign.
Emails deliveredThe number of emails delivered in this campaign.
Email opensThe number of unique opens in this campaign. 
Email clicksThe number of unique clicks in this campaign. 
Email hard bouncesThe number of emails that hard bounced in this campaign, i.e. the contact's address is invalid.
See: All about Bounces.
Email soft bouncesThe number of emails that have soft bounced in this campaign, i.e. they reached the contact's inbox but bounced back for other reasons.
See: All about Bounces.
Number of unsubscribesThe number of contacts who unsubscribed after receiving this campaign.
Number of complaintsThe number of emails in this campaign that led to a spam complaint.
Delivery rateThe percentage of emails in this campaign that reached recipients' inboxes - minus hard bounces, soft bounces and contacts on suppression lists.
Open rateThe percentage of delivered emails that have been opened at least once in this campaign.
Click through rateThe percentage of delivered emails in this campaign that have been clicked at least once.
Click to open rateThe percentage of opened emails in this campaign that have been clicked at least once.
Order to open rateThe percentage of opened emails in this campaign that led to valid orders being placed.
Order to click rateThe percentage of clicked emails in this campaign that led to valid orders being placed.
Bounce rateThe percentage of sent emails in this campaign that bounced.
See: All about Bounces.
Conversion rateThe percentage of delivered emails in this campaign that led to a valid order being placed.
Unsubscribe rateThe percentage of contacts who unsubscribed after receiving an email from this campaign.
Complaint rateThe percentage of emails in this campaign that led to a spam complaint.
OrdersThe number of valid orders attributed to this campaign.
See: Order attribution.
Total revenueTotal revenue from valid orders attributed to this campaign.
See: Order attribution.
Average order valueAverage revenue per valid order that is attributed to this campaign.
See: Order attribution.
Revenue per emailAverage revenue per email that has been delivered in this campaign.
See: Order attribution.