Measuring campaign performance is crucial to understanding what channels and content work for your messages and where you need to make improvements. Zaius provides you with a comprehensive view of your campaign performance metrics, across all channels, at an aggregate, cross-campaign level on the Campaign Performance Page. The reports on this page allow you to drill down into metrics and help you make data-driven decisions for your marketing strategy.
Use reports on this page to:
- Get an Overview Report for all your campaign performance, across all your channels. The All Channels Overview report accounts for the metrics of all channel types available in your account. This can include email, app push, web push, web modal, web embed, API channel, Zaius channel, SMS, and direct mail with Poplar.
- See campaign performance over time. The graphs and the campaign performance table in your reports make it easy to understand how your campaigns have been doing over periods of time.
- Export your campaign performance metrics to a .csv file to further slice and dice your data outside Zaius.
How to Use the Reports
Navigate to your Campaign Performance Reports from the Campaigns > Performance route.
1. Channel selector
By default, the page will show performance for All Channels. Use the drop-down to view metrics for an individual channel. All channels installed in your account will be available in the drop-down.
2. Report type selector
When you select a channel, you’ll first see the Overview report. You can pick other reports from the reports drop-down, just like you would do in the Touchpoint Summary Reports. The availability of the reports in the drop-down depends on the selected channel. E.g. Inbox Deliverability will be available only for the Email channel.
You can apply filters to your report to narrow down the types of campaigns you are analyzing. You can filter by Schedule Type, Campaign Group, and Campaign Tag. You can apply as many filters to your analysis as you wish to zoom in on the performance of specific types of campaigns. Filters are going to affect the aggregate metrics, the charts displayed, and the campaigns listed in the campaign performance table.
4. Date range selector
The date range selector defaults to showing your campaign performance over the past 13 weeks. Use the drop-down to change your date range to All Time, Past 7 days, Past 4 weeks, or set a custom range.
5. Aggregate performance metrics tiles
These tiles above the charts show the aggregate metrics for your campaigns. The type of metrics displayed depend on the channel and report type selected in the drop-downs. You can hover over the tiles to see specific numbers, instead of the default percentages.
You’ll notice that the tiles also indicate trends to inform you how your campaign performance has been performing over time. The trends are calculated based on the time specified in the date range selector and compare your campaign performance to the values from the previous time period of the same length. For instance, if you are looking at campaign performance for the past 13 weeks, the trends will be showing how your metrics are stacking up against your metrics from 14 - 26 weeks ago.
Interpreting the Overview Metrics
- Reached: the number of people who were sent at least one campaign
- Engaged: the percentage of those people who engaged with at least one campaign, where “engaged” is defined by the set of engagement-related events, like opens and clicks for email
- Disengaged: the percentage of those people who interacted with a campaign where the interactions are considered acts of disengagement (e.g. opt-outs in emails )
- Converted: the percentage of people who were reached and ended up converting (per our attribution model)
- Revenue: the amount of money generated by the sent campaigns
6. Charts and legend for selected channel and report type
The graphs on the Campaign Performance Page can help you understand campaign performance over time, at a glance. The chart will display campaign performance metrics for the selected channel and report types, within the specific date range. If you applied any filters to your analysis, those will also affect your charts. You can hover over the graphs to see specific data points.
You also have the option to change the timeframe grouping of your chart and view campaign performance over time by days, weeks, or months. To switch timefame grouping, simply click on your desired timeframe below the chart.
The legend below the chart can help you understand what metrics the graphs are representing.
We recommend taking screenshots of these charts to include in executive reports or presentations on campaign performance.
7. Campaign performance table
This table at the bottom of the Campaign Performance Reports page displays all of your sent campaigns. The list is affected by the channel and report type you selected, the date range, and any filters and searches you applied.
Next to each campaign listed, you will see their corresponding performance metrics. The default All Channels Overview report will display metrics for # Reached, % Engaged, % Disengaged, % Converted, # Conversions, and Revenue. Refer to the Channels column to quickly identify on which channel(s) each campaign was sent.
With the exception of the All Channels Overview report, the type of metrics shown are determined by the channel and report type you selected. E.g. SMS Conversion will have columns for # Sends, % Conversion, Revenue, Avg. Order Value, and Revenue per Send, while Email Reachability will have columns for # Qualified, # Sends, % Delivered, # Aborts, % Hard Bounces, and % Soft Bounces.
Use the carets by column headers to sort your campaigns.
8. Campaign search
You can use this search box to narrow down what campaigns’ metrics you are analyzing in the campaign performance table below. This capability will come especially handy when you have a lot of campaigns but want to compare and contrast only campaigns that share a keyword, e.g. campaigns that contain “Black Friday” or "Giveaway" in their names.
Note that filtering the campaign list for specific campaigns will not affect the campaign performance chart above. For example, you could filter for campaigns containing “Sale” in their names but the charts will still display all campaign performance.
Click on the Export button in the top part of the campaign performance table to export any available report in a .csv format for additional analysis outside Zaius. Check the boxes next to the channels or individual reports within channels to select them for exporting. You’ll notice that all checked items will appear on the top of the window, indicating that you already selected them, and that they will be part of your exported .csv file.