The Channel Revenue Impact tab shows how your total revenue is distributed among different channels as opposed to other sources (for example, in-store revenue). In this way you can see how successful your retention marketing strategies are, based on the value of their comparative conversions.
You can select the time period from the options above the charts, or drag the slider manually. Hover your mouse over a date to see the exact figures for that period.
Please note that when a contact is deleted, all of the data relating to that contact is also deleted. This will retrospectively affect any reports which use contact-level data. Contact deletion may affect the reports available under Analytics > Impact. You may experience the following changes:
- figures may change in all charts because contact deletion affects all calculations.
- deleting contacts also affect conversion rates, the AOV (Average Order Value) and lifecycle calculations.
For more information on the effects of contact deletion, see What happens to deleted contacts in Emarsys?
Currently, the Revenue Attribution Service attributes revenue to the following channels:
- Email campaigns
- Push campaigns
- SMS campaigns
For more information, see Revenue Attribution Service.
Click the channel to the right of the graph to edit the selection. The items that you removed from the chart are greyed out:
Whereas the Proportion of channels chart shows you the relative importance of your channel, the Total revenue split by channel chart gives you a more direct overview of the growth of your business.
Use the Contact attributes to filter the charts by lifecycle stage or buyer status. In this way you can learn more about which customer types are more valuable for your business and where you should be concentrating your engagement and retention efforts.
For more information on how to update the chart, see Smart Insight Attributes.
Low match rate
It can happen that you see a message on this page that reads:
The match rate between the email campaign data we receive from you and what we collect from your web shop is only xx%. This means the revenue from your Emarsys campaigns could be higher than what is shown here. Please check that the Emarsys data collection scripts are correctly implemented on all your web shop pages.
This is displayed if we feel that the data from the orders we collect from your web shop and those you upload to Smart insight do not match closely enough. We expect some deviation due to synchronization lag, but if this exceeds 20% of the total orders then we do not show the success attribution on the Customer Lifecycle Dashboard and display this message here on this screen.
Why might this happen?
There are a number of reasons why this discrepancy can occur.
- The Web Extend scripts collect purchases, but do not track cancellations or refunds. If your orders typically contain many items, and a large proportion of these are returned, this can cause a low match rate.
- If an order ID collected by Web Extend does not match any order ID that exists in Smart Insight, this will be treated as an unmatched order and it will not appear in Smart Insight.
What should I do if I see this message?
In most cases, the low match rate is a temporary drop in data synchronization and will correct itself. If you see this message persisting, the most likely cause is an error in your Web Extend scripts, particularly in the collection of order IDs. You should first check that, and if you need more assistance, contact Emarsys Support.
Why is Total revenue different on the Revenue Analytics and Channel Revenue Impact screens?
The values next to Total revenue and Total might be different because Revenue Analytics takes the refunds into account when calculating the Total revenue, while refunds are not taken into consideration on the Channel Revenue Impact screen.