Campaign Analytics:: Campaign Analytics – Emarsys

Campaign Analytics is a cross-channel trend reporting tool. It allows you to evaluate the performance of your campaigns across different channels, over time, for a specific audience (segment).

Dimensions for analyzing omnichannel campaigns:

Channels: Comparing omnichannel campaign results based on different channels.
Segments: Filtering campaign results by segments.
Metrics: Generating trend reports for every channel.

Campaign Analytics allows you to:

Check the performance of your campaigns on a regular basis to see if anything requires immediate attention.
Evaluate marketing performance across several dimensions: channel, segment, time, etc.
Compare campaigns against each other to understand which performed better for a specific group of contacts.
Know the revenue impact of each channel to see if it reached its goals.

The Campaign Analytics page is available under Analytics > Campaign Analytics.

To see Campaign Analytics, the View Dashboard permission needs to be enabled for your user role.
You can check permissions on the Management > User Management > Roles > Edit > Permission > Analytics tab.

If the View Dashboard permission is not enabled, please contact your Account Administrator.

For more information on Analytics Enhancements in Campaign Analytics, watch the August 2024 Product Release video:

Campaign Analytics overview

On the Campaign Analytics page, you need to select a date range for the report and optionally, you can filter the data for a specific audience (segment).

Important:

The selected date range cannot be longer than 3 months.
The metrics on the Campaign Analytics page are calculated based on UTC timezone.
If you have not selected any segments, then no filter will be applied and data for all contacts will be displayed.

After selecting the search parameters, click Apply. The report is loaded on the fly, containing 3 main views:

Engagement (Trends)
Engagement Summary
Performance

Each view is displayed per channel, and you can select a channel for analysis.

Exporting the report

You can download the data from each widget in CSV format by clicking Export Report in the top right corner.

In the Campaign Level view, the content exported is different depending on the selection you made when visualizing the data in the report. If you selected Compare Selected Items, then the exported file will include a breakdown of all individual campaigns in the selection. If you selected Show Aggregated Results, then the exported file will only include the aggregated results across the selected campaigns (which are listed at the top of the CSV file).

Engagement (Trends)

Here you can see the engagement metrics for Conversational, Email, Mobile Push, Mobile Inbox, Mobile In-app and SMS channels for the specified period, filtered by the selected segment (if any).

Here you can also:

Switch to another channel with the Select Channel selector.
Select multiple metrics at the same time. The available metrics in the right menu depend on the selected channel.
Switch between the following views: display the results based on the total number of interactions (events) or based on the rates (open rate, click rate etc.).

From this aggregated view, you can navigate to a campaign-level view by clicking Explore on Campaign Level, where you will see an engagement widget for each channel.

Explore on Campaign Level

If you select the comparison view, then all channel metrics will be shown for each selected campaign.

You can filter the results for specific campaigns by clicking the selected campaigns to open a selection dialog.

In the current version of Campaign Analytics, you can select up to 20 campaigns to view results, either as aggregated across all selected campaigns or as a campaign comparison view.

If you select the comparison view, then all channel metrics will be shown for each selected campaign. You can easily add or remove metrics from the right-side panel

Once you select specific campaigns to filter results, you can go back to the All Campaigns selection by either refreshing the page or by clicking the Apply button.

If you change the filters (date range or segment) at the top of the page, then it will reset the campaign selection, as the campaigns available for selection vary depending on the top filters.

Available metrics

Here you can find a list of the available metrics:

Email

Totals:
1. Sent: Number of emails which were sent out from the SAP Emarsys mail servers. This includes all the emails delivered as well as bounced.
2. Delivered: Number of emails accepted by recipients' email servers.
3. Bounced: Email which could not be delivered.
4. Opened: Number of messages opened, aggregated at send time.
5. Opened on Mobile: Number of messages opened on mobile, aggregated at send time.
6. Privacy Opens: All privacy opens, aggregated at send time.
7. Clicked: Number of messages clicked at least once, aggregated at send time.
8. Clicked on Mobile: Number of messages clicked using a mobile device, aggregated at send time.
9. Purchased: Number of purchases attributed to selected campaigns, aggregated at send time.
10. Unsubscribed: Number of messages from which users unsubscribed, aggregated at send time.
Rates:
1. Delivery Rate: Number of messages delivered divided by messages sent.
2. Open / Mobile Open / Privacy Open Rate: Number of messages opened divided by messages delivered.
3. Click / Mobile Click Rate: Number of messages clicked divided by messaged delivered.
4. Unsubscribe Rate: Number of messages from which users unsubscribed.
5. Purchase Rate: Number of purchases attributed to selected campaigns, divided by messages delivered.
6. Bounce Rate: Number of messages bounced divided by messages sent.

Mobile Push

Totals:
1. Sent: Number of push messages sent.
2. Delivered: Number of push messages delivered.
3. Opened: Number of messages opened, aggregated at send time.
4. Purchased: Number of purchases attributed to selected campaigns, aggregated at send time.
Rates:
1. Delivery Rate: Number of messages delivered divided by number of messages sent.
2. Open Rate: Number of messages opened divided by push messages delivered.
3. Purchase Rate: Number of purchases attributed to selected campaigns, divided by push messages delivered.

Mobile Inbox

Totals:
1. Sent - The total number of messages sent, aggregated at send time. (This metric refers to messages published to the users.)
2. Delivered - The total number of messages delivered, aggregated at send time. (This metric refers to messages that were successfully published. A subset of messages cannot be published for various reasons.)
3. Opened - The total number of messages opened, aggregated at send time.
Rates:
1. Delivery Rate - The number of messaged delivered divided by the number of messages sent.
2. Open Rate - The number of messages that were opened divided by the number of messages delivered, aggregated at send time.

Mobile In-app

Totals:
1. Impressions - The number of In-app impressions or contacts who saw the In-app message.
2. Clicked - The number of In-app messages clicked, aggregated at impression time.
3. Purchased - The number of purchases attributed to In-app messages, aggregated at impression time.
Rates:
1. Click Rate - The number of In-app messages with clicks divided by the number of impressions, aggregated at impression time.
2. Purchase Rate - The number of purchases attributed to In-app messages divided by the number of impressions, aggregated at impression time.

SMS

Totals:
1. Sent: Number of SMS messages sent.
2. Delivered: Number of SMS messages delivered (Sent minus Bounced).
3. Clicked: Number of messages clicked at least once, aggregated at send time.
4. Unsubscribed: Number of messages from which users opted out via the unsubscribe link, aggregated at send time.
5. Purchased: Number of purchases attributed to selected campaigns, aggregated at send time.
Rates:
1. Delivery Rate: Number of messages delivered divided by messages sent.
2. Click Rate: Number of messages clicked at least once divided by messages delivered.
3. Unsubscribe Rate: Number of messages from which users unsubscribed divided by messages delivered.
4. Purchase Rate: Number of purchases attributed to selected campaigns divided by SMS messages delivered.

Conversational

Totals:
1. Sent: Total messages sent.
2. Delivered: Total messages delivered.
3. Opened: Number of messages that were opened or read, aggregated at send time.
Rates:
1. Delivery Rate: Number of messages delivered divided by messages sent.
2. Open Rate: Number of messages opened divided by messages delivered.

Engagement Summary

Here you can see summary metrics across the entire period for each channel. These are similar to the ones included in the Engagement view, but instead of a trend line, these represent the totals for the time period.

The metrics vary based on the selected channel.

Performance

The Performance view includes metrics based on attributed revenue for the respective channel, such as Attributed Revenue and Purchase Rate.

The set of metrics are the same across channels to facilitate channel comparison.

The Performance widget is only visible if the Revenue Attribution feature is enabled, and purchase data is available in Emarsys.

Refreshing segments

When you use a segment for the first time or if 24 hours have passed since the last refresh, Campaign Analytics needs to run the segment in order to retrieve the list of contacts to be used in the report.

After selecting the segments and clicking Apply, the Segment Refresh in Progress dialog will appear.

This process might take some time depending on the selected segments, up to 5-30 minutes. You can navigate away from this page and will receive a notification when the report is ready.

Once the segment results are available, the Segment Refresh Completed dialog will be displayed and you can check them by clicking the View Report button.

You will also receive a notification in the Notification Center, which you can use to navigate back to the Campaign Analytics Overview page.

Known issues and limitations

Only the most recent snapshot of the segments is used to generate the report (no history of the segment).
When a segment is used in Campaign Analytics for the first time, a full segment calculation is triggered which can take up to several minutes to complete. A notification will be sent once the generation is finished and the report is ready. To keep your segment fresh, it will be automatically regenerated after 24 hours, this process may result in similar wait times.

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