Familiarity with the performance of your campaigns is essential for success. This insight enables you to make better decisions concerning your future customer engagement. A campaign's impact is available for review at various levels:
Each level uses the same performance metrics. Check out the available metrics here.
To review the performance of campaigns in bulk, navigate to Campaigns via the main navigation. A header card at the top of the page contains a summary of the campaigns listed below it. By default, this summary is a reflection of all the account's campaigns.
To refine these results, use the search bar or select a campaign filter from the sidebar. The header will automatically update and only reflect the campaigns that meet the new search or filter criteria.
An option to review Total or Unique metrics is also available via a dropdown selector in the header. This selection affects all campaign cards below.
You can also click on the scroll dots at the bottom of the header to reveal additional metrics.
Measure a single campaign
Each campaign has an individual card that reflects its overall performance. The card includes identifiable information like the campaign's name (1), segment (2), and status (3).
Click the card of a previously active campaign to access the performance information of the campaign's touchpoints.
Measure campaign touchpoints
Once you click into a campaign that is currently active, paused, or completed, you can see each touchpoint with the same metrics shown at the campaign level. Click into a touchpoint to dig deeper into these metrics via the touchpoint summary reports.
Single touchpoint example
A newsletter campaign has a single touchpoint. In this case, the touchpoint metrics will be the same as the campaign metrics on the campaign list page. 100 sends of one touchpoint equates to 100 sends overall for the entire campaign.
A cart abandonment campaign has two email touchpoints, so each of those touchpoint's metrics will be calculated separately.
- If 10 customers receive the first touchpoint, and 5 customers opened the email, that's an open rate of 50% for the first touchpoint.
- If 5 of the customers receive the second touchpoint and 1 of those customers opened the email, that's an open rate of 20% for the second touchpoint.
When calculating the campaign-level metrics, the two touchpoints are aggregated. In this case, there are 15 total sends, and 6 total opens across both touchpoints, and thus a campaign-level open rate of 40%.
If there are multiple touchpoints, then there may be customers that are between touchpoints. You can view the metrics associated with these customers by clicking on the Customer icon between any two touchpoints, as shown above. The parameters that can appear in this card are:
- Waiting: The number of customers who received the previous touchpoint, but are still waiting to receive the next touchpoint.
- Exited: The number of customers who exited the campaign series by matching the exit criteria.
- Timed Out: The number of customers who were not reachable after waiting the amount of time set for the unreachable exit criteria.
- Reprioritized: The number of customers who were removed from the campaign because they qualified for and started receiving a higher priority campaign. Note: this only appears for campaigns within a prioritized campaign group.