Accessing Campaign Performance Dashboard

To view performance of your campaigns, do the following:

  • On the CAMPAIGNS page, click Performance.

The campaign performance page appears as shown below.

The Performance tab in the Campaigns module shows the following metrics:

METRIC DESCRIPTION
Total Sales Total sales generated during the campaign.
Total Sent The total number of messages (SMSs or emails) sent for that campaign. It includes all messages that are delivered, opened, clicked, bounced, marked as spam, and marked as unsubscribed.
Total Delivered The total number of messages that have been delivered to the recipients.
Total Open The ratio of number of times the campaign messages are opened to the total number of messages sent.
Unique Open The ratio of number of unique recipients who opened the campaign messages to the total number of times the messages have been opened.
Total Clicked The ratio of number of times a link sent through the messages have been clicked to the total number of times the messages have been opened.
Unique Clicked The ratio of the number of unique recipients who clicked on a link sent in the message to the total number of clicks.
Unsubscribed The ratio of the number of recipients who unsubscribed from the campaign to the total number of targeted recipients.
Marked Spam The ratio of the number of recipients who marked your messages as spam to the total number of recipients.

By default, the dashboard shows the performance metrics of the recently ran campaign. You can download the dashboard as an Excel sheet by clicking the Download the Dashboard as Excel icon.

Viewing Performance of Multiple Campaigns

The Campaign Dashboard allows you to see the performance of multiple campaigns at a time. 

To see the performance of multiple campaigns, do the following:

  1. Click the Campaign Selected drop-down box that appears just above the dashboard. 

The box expands showing the list of available campaigns for your organization as shown below.

  1. Select the campaigns for which you want to see the performance and click Apply.

The dashboard shows the key performance metrics of each selected campaign as shown below.

Figure 3: Performance of multiple campaigns

Viewing Data by Message/Customer Lists

Campaign Dashboard allows you to break down the data by message lists or customer lists; You can see the data only for the selected message lists or for the selected customer lists.

See data by message lists 

To see the data by message lists, do the following: 

  • Click See a breakup by communication/lists.

The drop-down box expands as shown in the following screenshot.

  • Select the message lists for which you want to see individual data and click Apply.

You will see data for the selected message lists as shown below.

See data by customer lists

To see the data by customer lists, do the following: 

  1. Click See a breakup by communication/lists and select Break up by lists.
  2. Select the customer lists for which you want to see the data.
  3. Click Apply.

You will see the data for the selected customer lists as shown below.

Figure: Showing the dashboard data by lists

Analyzing Performance of Campaigns with Test vs. Control Behavior

To know how much revenue a campaign is generating, you need to analyze the sales generated by targeted customers of a campaign and compare it with the sales generated by non-targeted customers of that campaign. Campaign Dashboard measures the behavior of test group (targeted customers) and control group (non-targeted customers) in terms of response rate, average transaction value, and average basket value for each selected campaign.

  • To compare the behavior of test group and control group for a campaign, click the Test vs Control Comparison tab

You will see the behavior of test group (blue bar) and control group (red bar) for the selected campaign as shown below. 

The following figure shows the behavior of Test vs. Control group for a single campaign. You can see responded rate, average transaction value and average basket value for test group and control group.

Figure: Test vs control behavior of a single campaign

  • To see the behavior of test vs. control for other campaigns, click the Campaigns Selected drop-down box, select one or more campaigns that you want to see, and click Apply.

You will see the metrics of control group and test group for each selected campaign as shown in the following screenshot. The X-axis shows the selected campaigns, whereas Y-axis shows the metric values. In the graph, blue bar indicates the test group and the red bar indicates control group.

The metrics of the test vs. control groups are described in the following table.

METRIC 
DESCRIPTION 
Responder Rate
 The ratio of number of customers who responded to the total number of customers targeted.
ATV 
The ratio of the total transaction amount to the number of transactions.
ABS
The ratio of the total number of line items purchased to the total number of transactions.