On this page:


See also:


Go to Campaign Performance and in the BROADCAST CAMPAIGNS tab scroll down to the list of individual broadcast campaigns.

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

There are 4 tabs at the top of the screen for analysing your broadcast campaign:

  • OVERVIEW
  • CONTACT ANALYTICS
  • LINKS
  • VARIANTS


Overview

Broadcast campaign funnel and KPIs

This graphic indicates how many contacts have passed through each stage of the selected campaign:

  • Email sent
  • Delivered
  • Opened
  • Clicked
  • Orders

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

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

Select VIEW CONTACTS under any of the stages to access the Segment Explorer for that specific segment within the selected date range.

Select VIEW ORDERS to see the Orders Report for the orders placed in the selected campaign.

Below the funnel you have a list of ten KPIs for at-a-glance metrics:

KPIDescription
Contacts targetedThe number of contacts that met the segment conditions to enter this campaign.
OrdersThe number of valid orders that are attributed to this broadcast campaign. 
Average order valueThe average revenue per valid order that is attributed to this broadcast campaign.
Total revenueThe total revenue from valid orders that are attributed to this broadcast campaign.
Revenue per emailThe average revenue per email that has been delivered in this broadcast campaign.
Unsubscribe rateThe proportion of contacts who unsubscribed after receiving this broadcast campaign.
Bounce rateThe proportion of emails bounced in this broadcast campaign.
Email hard bouncesThe number of emails that hard bounce (i.e. the contact's address is invalid) in this broadcast campaign.
Email soft bouncesThe number of emails that have soft bounced (i.e. they reached the contact's inbox but bounced back for other reasons) in this broadcast campaign.
Complaint rateThe proportion of emails in this broadcast that led to a spam complaint.

Recipients

The RECIPIENTS panel provides the percentage and number of contacts that were sent this broadcast campaign.

The coloured blocks represent variants for the broadcast campaign, with the percentage of contacts that were sent each version. 

For a more granular report on your split tests, go to the Variants tab.

Delivery 

The DELIVERY panel presents details for when the campaign was sent, including:

  • Time
  • Date
  • Which delivery options were used.

The coloured blocks represent variants for the broadcast campaign.

You can use this panel to check the send time for each variant, and if your campaign was sent in batches, it displays the time interval between each batch.

Campaign details

The CAMPAIGN DETAILS panel is a summary of the campaign email, with the following information:

  • Campaign title
  • Subject lines (per variant)
  • From names (per variant)
  • From email address
  • UTM parameters

Device performance

This panel demonstrates which devices customers are using most to interact with the selected campaign:

  • 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 - Proportion of opened emails in this campaign that have been clicked at least once using this device type. 
OTOROrder to open rate - Proportion of opened emails in this campaign 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. This means that if a contact opens an email on their mobile, desktop and tablet, these count as three different opens - one per device. 

However, if the contact then reopens the email several times on any device, it will still count as one open.


Contact analytics

The CONTACT ANALYTICS tab provides a view of your contacts grouped by any of the following dimensions:

  • Lifecycle - the stage the contact was at when the campaign was sent
  • Gender
  • Home country
  • Home store
  • Signup date

Select your preferred dimension from the dropdown:

You can also select the metrics you'd like to display in the columns.

Choose any of the following:

KPIDescription
Emails sentThe number of emails sent in this campaign.
Emails delayedThe number of emails in this campaign that were delayed. 
Emails deliveredThe number of emails in this campaign that were delivered - i.e. successfully reached the recipient's inbox.
Email opensThe number of unique opens in this campaign.
Email clicksThe number of unique clicks in this campaign.
Email bouncesThe number of emails that have bounced in this campaign - includes hard and soft bounces. 
Email hard bouncesThe number of emails that hard bounce (i.e. the contact's address is invalid) in this campaign.
Email soft bouncesThe number of emails that have soft bounced (i.e. they reached the contact's inbox but bounced back for other reasons) in this campaign.
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 sent emails in this campaign that have been delivered - i.e. did not bounce.
Open rateThe percentage of sent emails in this campaign that have been opened at least once. 
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.
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 this campaign. 
Complaint rateThe percentage of emails in this campaign that led to a spam complaint.
OrdersThe number of valid orders that are attributed to this campaign. 
Total revenueThe total revenue from valid orders that are attributed to this campaign.
Average order valueThe average revenue per valid order attributed to this campaign.
Revenue per emailThe average revenue per delivered email in this campaign.

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 recipients are clicking - this is based on the links you defined when creating your campaign. 

For broadcast activity, the report displays metrics for the 30 days following the scheduled send time. 

This is called the LINK CLICK REPORT:

ColumnDescription
Variant labelThe variant name added as a tracking label when scheduling a campaign with variants.
Note: As all broadcast campaigns have a variant by default, 'Variant A' will display for any standard campaigns (without split tests set up).
Link URLThe URL as defined in the Template editor or the Link URL field in the visual editor.
Link nameThe link name as defined in the template.
Block typeThe 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 and does not have blocks defined, or;
  • the link is found outside of a block (e.g. in the header or footer).

If multiple blocks of the same type are present in the template, the report will automatically add #n to the end, based on the order in the template.

The numbers are based on that subset of blocks alone.

See Blocks and Editable Regions for more information. 

Number of clicksThe total number of clicks recorded.
Percentage of clicksThe percentage of total click recorded against the number of emails sent.
Number of unique clicksA unique click is a click per unique recipient - e.g. if Mary received your email and clicked the same link twice, it counts as one unique click.
Percentage of unique clicksThe percentage of unique clicks recorded.

Variants

The VARIANTS tab contains the VARIANTS REPORT for the selected broadcast campaign, allowing you to analyse the performance of your variants.

Each variant represents a customised campaign (including split tests).

See Broadcast Campaigns: Variants Waterfall for more information on broadcast variants.  

You can also preview the campaign template from this tab:

Select the KPIs you wish to report on from the 'Columns' dropdown in the top-right of this tab.

KPIDescription
Variant IDThe variant's ID number at campaign level.
Variant titleThe name of the variant as defined in the broadcast campaign builder.
Variant letterThe letter (e.g. A, B, C) used to identify this variant.
Contacts targetedThe number of contacts that met the entry conditions for this variant.
Emails sentThe number of emails sent to this variant.
Emails delayedThe number of emails in this variant that were delayed.
Emails deliveredThe number of sent emails that were delivered (i.e. that reached the recipient's inbox).
Email opensThe number of unique opens in this variant. A unique open means that an individual contact opened the email at least once. If the same contact opens the same email more than once, this counts as one unique open. 
Email clicksThe number of unique clicks in this variant of the campaign.
Email bouncesThe number of email in this variant that bounced
Email hard bouncesThe number of emails in this variant that have hard bounced.
Email soft bouncesThe number of emails in this variant that have soft bounced.
Number of unsubscribesThe number of contacts in this variant who unsubscribed after receiving the email.
Delivery rateThe percentage of emails in this variant that were delivered (i.e. that reached the recipient's inbox).
Open rate
The percentage of delivered emails in this variant that have been opened at least once.
Click through rateThe percentage of delivered emails in this variant that have been clicked at least once.
Click to open rateThe percentage of opened emails in this variant that have been clicked at least once.
Order to click rateThe percentage of clicked emails in this variant that resulted in a valid order.
Bounce rateThe percentage of sent emails in this variant that bounced
Conversion rateThe percentage of delivered emails in this variant that resulted in a valid order.
Unsubscribe rateThe percentage of contacts in this variant who unsubscribed after receiving the email.
Complaint rateThe percentage of emails in this variant that led to a spam complaint.
OrdersThe number of valid orders attributed to this variant.
Total revenueThe total revenue from valid orders attributed to this variant.
Average order value The average revenue per valid order attributed to this variant.
Revenue per emailThe average revenue per delivered email in this variant.