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 instead of Vienna (UTC+1:00) timezone.
- Trend Reporting: the data of deleted contacts is not represented in the reports.
- Trend Reporting is updated only every 4 hours while Email Analysis is updated live. Also, these two reports use different data sources and data-processing methods. As a consequence, there may be small but noticeable differences between the figures of Email Analysis and Trend Reporting, which uses Data Platform/Open Data.
All responses shown on this page are attributed to the launch date of the campaign, regardless of when they happened (the default period for tracking campaign responses is 13 months).
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 uses UTC timezone to register campaigns.
For example a campaign sent on the 2nd of December, at 06:00 Hong Kong time will be displayed as being sent on the 1st of December at 22:00 UTC.
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 Publish to download your current selection as a .csv or .pdf file. The .pdf is simply an exact copy of what you see, while the .csv contains all responses for the selected campaigns, not just those currently visible.
Please note that if the selected time frame covers more than 1000 campaigns launched, .pdf format is not available. You can only download these data in .csv format.
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 will retrospectively affect any reports which use contact-level data. Contact deletion may affect Trend Reporting as follows:
- You may experience changes in revenue data because it is retrieved from the Revenue Attribution Service.
- Behavior metrics are only affected if you reload your data.
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 page retrieves data from the Revenue Attribution Service due to an update. As a result, there can be slight differences between the metrics Revenue and Purchased displayed on this page for the following reasons:
- the Revenue Attribution Service calculates data in a different way.
- the data source used (i.e. either Web Extend or Smart Insight) by the Revenue Attribution Service can also be responsible for these differences.
- the data from Revenue Attribution is updated only daily compared to the update of Trends at every 4th hour.
- We do not recommend comparing the results on the Revenue Analytics page to that on the Trend Reporting tab because these pages calculate the figures differently. For more information, see Why are the results different on the Revenue Analytics and Trend Reporting pages?.
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.
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), but divided into updates every 4 hours. These updates are added together every 24 hours (regardless of campaign send time), and saved. In the UI, you can see the sum of saved data older than 24 hours, and any data from Google Data Platform, refreshed every 4th hour.
To comply with GDPR requirements, Emarsys needs to delete any data related to deleted contacts. Hence, it possible that the 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.
This means, that if a contact is deleted before data aggregation (every 24 hours), their related statistics are removed from Trends.
If the contact is deleted after data aggregation, the related statistics will remain in Trends in the aggregated data, but not 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 30 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.
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.