Updated email metrics
Please note that the method of calculating all the email related metrics has been improved. The data in all email reports are consistent across the whole platform now, and they are calculated in real time as opposed to every four hours before. You may, however, spot some minimal differences compared to your previous data.
We are gradually rolling this out to all customers. Please feel free to reach out to Emarsys Support if you have any questions.
On the Analytics > Trends page you can view different response metrics for multiple email campaigns over time, giving you an insight into longer-term changes in your customers’ behavior. You can select campaigns by their launch date and by their category; you can also search for individual campaigns and compare them side by side.
As a quick reminder, here is the onboarding video about Email Trend Reporting:
Crucial points to keep in mind while using Trends:
- Trend exports: the daily aggregation uses UTC
All responses shown on this page are attributed to the launch date of the campaign, regardless of when they happened. (Campaign responses are tracked at least for the duration of the previous year.)
- Campaign launch date: Sep 1, 2021
- Click date: Sep 5, 2021
Although the response happened on the 5th, it will be attributed to the 1st of September.
The Trends page does not display response metrics for Broadcast Triggered Emails, these are neither tracked nor included in the reports, except for the Usage report on the Triggered Email Dashboard.
This page has many of the standard reporting controls, as well as a few additional features, described below.
Selecting the timeframe
You have three options for selecting the timeframe of the campaign launch:
- Enter the start and end dates manually.
- Select them from the calendar.
- Select a preset range from the list.
Click Apply to refresh the charts, or click Apply & select campaigns manually to open the Campaign selector and fine-tune your selection.
You can also change the timeframe by using your mouse cursor to select a date range on the charts themselves. This will automatically update and save your selection.
Please note that Trend Reporting displays the time zone of the administrator.
Selecting the campaigns
The Campaign selector drop-down is where you select the campaigns that you want to analyze.
First, filter the list by:
- Selecting the campaign category.
- Using the dynamic search field to enter all or part of the campaign name (you can use multiple search terms, separated by commas, to broaden your selection).
- Selecting the campaign type (Ad hoc, on-event or recurring).
- Once you have filtered the list, you can manually add and remove individual campaigns by using the check boxes.
- Click Apply to save your selection and update the charts. The total number of campaigns selected is shown in the title bar.
Once you have selected your campaigns, you can sort the list again without losing that selection. In this way you can analyze multiple campaigns of different types and from different categories.
- To see all the emails that you have selected, click Show only selected.
- Click Select all to select all the campaigns currently in the list; Click Deselect all to clear this selection. Note that these controls only work on the campaigns currently in the list, and not on the entire selection. You can keep track of your selection via the numbers to the right.
- To clear the entire selection and display all emails available for the time range, click Clear All Filters.
Exporting the data
Click Download Report and select Download as CSV to download your current selection as a .csv file. The .csv contains all responses for the selected campaigns, not just those currently visible.
In the report, see the following campaign naming pattern where the name in the .csv is after the "-":
||Name of a normal adhoc campaign.|
|"campaign name" - "launch name"
||If the campaign launch is not final, for example: test launch.|
|"campaign name" - Final "launch name"
||If the campaign launch type is final, for example STO campaigns.|
|"campaign name” - Final "launch name" ["version name"]
||If the campaign is an A/B testing batch and the launch is final.|
|"campaign name” - "launch name" ["version name"]
||If the campaign is an A/B testing batch and the launch is not final.
Once you have made your campaign selection, the Trend Reporting tab shows you the following metrics.
Please note that when a contact is deleted, all of the data relating to that contact is also deleted. This might retrospectively affect any reports which use contact-level data when the data is reloaded on a customer-by-customer basis.
For more information on the effects of contact deletion, see What happens to deleted contacts in Emarsys?
The top section shows the total number of emails sent, their combined open and click statistics, and their deliverability metrics.
- The Trend Reporting tab displays the Complained metrics as 0% for Transactional Emails. For the actual numbers check the Email Analysis Results Summary page for your campaign.
- The Opened rate is calculated based on the number of delivered campaigns.
- Take into consideration that Trend Reporting calculates the revenue for send dates and not for the date the activity generating the revenue happened, as opposed to Revenue Analytics which calculates revenue for the actual date of the purchase.
For example, if there was a campaign sent on the 1st of October and a purchase was made on 12th of October, it will appear under 1st of October in Trend Reporting and under 12th of October on the Revenue Analytics page.
Below this you can select the individual metrics for all delivered emails, and also view the bounces. Hover your mouse cursor over the graph to see the exact figures for that day.
You can toggle between the Total (absolute figures) and the Rate (relative percentages).
Differences between Trends and Open Data
Trends aggregates data differently compared to Open Data, which can query up-to-date information. This may lead to small discrepancies between the data seen in the Trends menu and the data seen in Open Data.
Trends uses data from Google Data Platform (the same data used by Open Data), and updates in real-time.
To comply with GDPR requirements, Emarsys needs to delete any data related to deleted contacts. Hence, it possible that the raw, contact-level data seen in Open Data (works with up-to-date queries) no longer contains data of a deleted contact, while the Trends (works with aggregated, saved data) still shows this data, leading to overall slightly higher figures.
If a contact is deleted, the related statistics will remain in our reports and in the aggregated data in Open Data.
In special cases, to correct bugs and to resynchronize data, Emarsys can initiate the recalculation of data in Trends based on up-to-date Open Data information. This will result in slightly changed figures compared to figures shown before the recalculation up to 25 months in the timeline.
Open Data deduplicates data when detecting events very close to each other in time. This may result in differences in data limited below 1%.
Comparing campaigns side by side
The Comparison tab is identical to the Trend Reporting tab, except that instead of the chart showing metrics over time, it shows a straight Comparison of the selected campaigns and their metrics.
Trend Reporting Analysis:
Comparing different launches of the same campaign
The Comparison tab is a very useful way to compare different launches of the same campaign, for example recurring campaigns, or the 12 launches of a campaign sent using Send Time Optimization. Even though the bar chart will show only a single figure, the metrics are shown in detail for every launch in the table below, and can also be exported.
If you have the Emarsys web data collection scripts installed, you will also have a Revenue Reporting tab which gives you a detailed overview of your conversion funnel. This shows the total revenue, purchases and average order value for the selected time period, along with the standard response metrics. The bar chart shows figures in absolute terms, the graph shows the percentage rates.