The touchpoint summary reports provide insight into the performance of individual campaign touchpoints. The reports currently available are: Conversion, Engagement, Disengagement, Reachability, and Inbox Deliverability. The availability of these reports varies based on the touchpoint's channel. If a report is not available based on the touchpoint's channel, such as email vs. web, the option will not appear.

Access the reports

To access the touchpoint summary reports:

• Navigate to Campaigns. 
• Locate the desired campaign and click its name. 
• 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.
• Locate the campaign touchpoint you'd like to review in more detail and click on the Eye icon to access the touchpoint summary page. 

Explore the data

After accessing a touchpoint's reports, various options for manipulating the data are available. These options vary based on the data collected. For example, a graph does not accompany all touchpoint types, so the opportunity to influence the visualization would not be present.

That said, the broader options to refine and explore the reports include: 

• Switch between report types. 
• Redefine the report's reporting period. 
• Hover over the report's headers to reveal totals vs. percentages. 
• Hover over the report's visualization to reveal period-specific details. 
• Search and sort the data of the associated tables. 

Report Types

Multiple reports are available. However, the availability of each report depends on the channel used by the touchpoint. If a report is not available for the selected touchpoint, the option will not appear.

Conversion report

This report allows you to attribute a customer's conversion to the touchpoint. Each time a touchpoint sends, the report will leverage the default attribution model to track performance. The model used to attribute conversions and revenue to the touchpoint, looks back a maximum of 3 days. In other words, a customer must convert within 3 days of their interaction with the touchpoint for their conversion and associated revenue to appear on this report.

 The metrics available in the report's header are: 

• Sends: The number of times a message sent to customers. 
• Conversions: The number of purchases made as a result of a message being opened or clicked by a customer. The standard Zaius attribution model attributes conversions and revenue to the campaign that a customer most recently opened or clicked, looking back a maximum of 3 days.
• Revenue: The total revenue associated with conversions. This figure reflects the revenue at the order level. In contrast, the revenue listed in the table below the chart reflects the revenue generated for each product at the line item level. This difference means that the revenue total of the table's rows will not necessarily equal the figure shown in the header. For example, discounts are typically applied at the order level and would affect the header's figure but not the table's figure. 
• Avg Order Value: The total revenue attributed to the touchpoint divided by the number of conversions. 
• Revenue Per Send: The total revenue attributed to the touchpoint divided by the total sends. 

Engagement report

This report allows you to review engagement with the touchpoint. 

 The metrics available in the report's header are: 

• Sends: The number of times a message sent to customers. 
• Opens: The number of times customers opened the message.
• Open Rate: Compares the number of customers who opened the message to the number of customers who were sent the message (Opens / Sends expressed as a percentage).
• Clicks: The number of times customers clicked on a link in the message. 
• Click Rate: Compares the number of customers who clicked a link in the message to the number of customers who were sent the message (Clicks / Sends expressed as a percentage).
• Click-to-Open Rate: Compares the number of customers who clicked a link in the message to the number of customers who opened the message (Clicks / Opens expressed as a percentage).

Disengagement report

This report allows you to review negative engagements with the touchpoint. A negative engagement is categorized as an action that restricts or eliminates your ability to communicate with a recipient. 

 The metrics available in the report's header are: 

• Sends: The number of times a message sent to customers. 
• List Unsubscribes: The number of customers who unsubscribed from the mailing list associated with the campaign. *Only applicable to email.
• Opt-Outs: The number of customers who unsubscribed from all marketing communication on the channel being analyzed.
• Spam Reports: The number of times a customer marks a message as spam. *Only applicable to email.

Reachability report

This report allows you to review the reachability of the touchpoint's recipients. In other words, whether or not the message was able to reach the recipient for review. More on reachability is available in this guide, while additional information on bounce types can be found here. 

 The metrics available in the report's header are: 

• Qualified: The number of times customers qualified for the campaign based on the segment, campaign constraints, and other options in the Enrollment section of the campaign configuration.
• Sends: The number of times a message was sent to customers. This figure can be lower than the Qualified number when the template uses abort statements.
• Delivered: The number of messages that successfully reached the recipient. 
• Aborts: The number of messages that canceled after meeting pre-configured abort statements built into the message's template.
• Hard Bounces: The number of messages that experienced a hard bounce. A hard bounce occurs when the message has been permanently rejected. 
• Soft Bounces: The number of messages that experienced a soft bounce. A soft bounce indicates that the email address was valid, and the email message reached the recipient’s mail server. However, the message did not reach the recipient's inbox. Additional delivery attempts will occur for up to 72 hours. If a message is continuously deferred for 72 hours, the message will be dropped.

Inbox Deliverability report

This report allows you to review the deliverability of the touchpoint by the inbox provider. In other words, whether or not the recipient's selected inbox provider affected the touchpoint's delivery. 

 The metrics available in this report are: 

• Domain Provider: The service provider of the recipient's inbox (e.g., Google for Gmail). 
• Sends: The number of times a message was sent to customers. 
• Deliverability: The percentage of total sends that reached their recipient.
• Opens: The number of times customers opened the message.
• Hard Bounces: The number of messages that experienced a hard bounce. A hard bounce occurs when the message has been permanently rejected. 
• Soft Bounces: The number of messages that experienced a soft bounce. A soft bounce indicates that the email address was valid, and the email message reached the recipient’s mail server. However, the message did not reach the recipient's inbox. Additional delivery attempts will occur for up to 72 hours. If a message is continuously deferred for 72 hours, the message will be dropped.

Additionally, if a Warning icon appears in the accompanying chart (see below), it means that negative indicators (e.g., soft or hard bounces) have exceeded industry guidelines and have brought the touchpoint's deliverability below a desirable threshold. Changes in your content, who you target, and how or when you send your communications can affect these figures. Comparing a touchpoint that experienced no issues with a more troublesome touchpoint can help identify the likely reason(s) for the change.