Understand what each column in your report means so you can learn how your marketing efforts are increasing sales.
Your Campaign metrics report can aggregate key metrics to allow you the visibility to view your marketing performance. , including:
- Total broadcasts for specific date ranges and campaigns.
- Average engagement rates for a specific campaign.
- Total sales generated by the campaign for a specific date range.
It is important to understand how each of the values are counted. And what is meant by some of the terms found in this report. The glossary of terms below should help explain what we mean when you see these words on your reports.
Broadcast
An email or sms (text message) sent to a customer.
Campaign
A schedule of broadcasts.
Description
The name you give the campaign. This name will appear in the Marketing tab and on your event details page.
# of Messages
Total number of broadcasts scheduled in this campaign
Type
The target recipient for this campaign.
Prospect
These are your potential customers who have yet to interact with your event.
Lead
These potential customers who have logged into an event, but abandoned their shopping cart before completing a purchase.
Buyer
Your customers who have completed a purchase.
People
The total number of prospects, leads or buyers who received at least 1 broadcast from this campaign during this time period. This number is used to calculate open, click, unsubscribe, conversion and revenue rates.
Sends
The total number of broadcasts sent to the people in that stage of the marketing funnel. 1 broadcast = 1 contact email or sms. If there is both email and sms for a contact, the send count will be 2. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Opened Broadcasts
The total number of unique opens during the selected time period of a broadcast sent (sends) during the selected time period for that campaign. Note: SMS opens cannot cannot be directly tracked. Any opens attributed from sms will counted be because the link in the opened sms was clicked. Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Open Rate
A percentage calculated as the total number of unique opened broadcasts during the selected time period, divided by the total number of broadcasts sent (Sends) during the selected time period. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Opens Total
The total number of times every broadcast sent in this time period was opened. If the same broadcast was opened multiple times, this calculation will count each time it was opened. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Clicked Broadcasts
The total number of unique clicks during the selected time period of a link in a broadcast sent (sends) during the selected time period for that campaign. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Click Through Rate
A percentage calculated as the total number of unique clicked broadcasts during the selected time period, divided by the total number of broadcasts sent (sends) during the selected time period. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Clicks Total
The total number of times any link in this campaign during that time period was clicked. If the same link was clicked multiple times, this calculation will count each time it was clicked. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Unsubscribes
The total number of people during the selected time period who opted to unsubscribe from future marketing broadcasts. Note: if a person unsubscribes from an email broadcast, we will also stop sending sms broadcasts to that person until they choose to opt-in again.
Unsubscribe Rate
A percentage calculated as the total number of unsubscribes during the selected time period, divided by the total number of broadcast recipients (people) during the selected time period.
Logins Total
The total number of login actions during the selected time period following clicking a link (clicked broadcasts) from a broadcast sent (sends). Note: Logins are counted regardless if the opt-in for follow up marketing checkbox is checked at the time of login.
Orders Total
The total number of orders placed during that time period by people who logged into an event by clicking a link (clicked broadcasts) from a broadcast sent (sends).
Conversion Rate
If the campaign type is Prospect, this percentage is the total number of people logged in using the link from a broadcast, divided by the total number of people during the selected time period.
Otherwise, if the campaign type is Lead or Buyer, then this percentage is the total number of people who logged in and placed at least 1 order during that time period by clicking a link (clicked broadcasts) from a broadcast sent (sends) from that campaign. Note: Changing the campaign in an event will alter some of the data and will only reflect sends pertinent to that campaign.
Revenue
The total amount of revenue customers paid for orders placed during that time period by people who logged into an event by clicking a link (clicked broadcasts) from a broadcast sent (sends) from that campaign. This metric is used to calculate the revenue per person and average order value rates. Refunded or canceled orders are not reflected.
Revenue per Person
The total revenue earned (gross) during the selected time period, divided by the total number of broadcast recipients (people) for the selected period for that campaign.
Average Order Value
The total revenue earned (gross) during the selected time period, divided by the total number of orders received for the selected period for that campaign.
