As a quick summary, here is the onboarding video for Conversion Reporting:
Here you can change the following settings:
- Date range - Reports are displayed for the selected time frame.
- Compared to - You can compare the results to the Previous period or to the Same period last year.
- View - You can change the view to Daily, Weekly or Monthly.
- More Filters - You can fine-tune the reports by selecting a single or multiple programs and campaigns. To filter the chart based on the selected criteria, click Apply.
- To filter the results by programs or campaigns proceed as follows:
1. Click the Programs Selected or Campaigns Selected dropdown.
The top 1000 programs and campaigns are available for selection.
2. You can filter programs or campaigns by their Categories, Name or Type (available program types: Automation Center or Interactions; available campaign types: batch, transactional and recurring). By default, all available programs are selected.
3. Select the programs and campaigns you would like to filter the results by. You can select from the following options:
- Select All
- Deselect All
- Selected Only - If you check this checkbox, then only the selected programs or campaigns will be displayed in the list.
- Clear All Filters - The selected filters (i.e. Categories, program or campaign name and Type) will be reset.
4. When you are ready, click Apply. The results will be filtered by the selected programs and campaigns.
At the top of the page, you can see:
- When the last data update happened and
- When the next calculation is scheduled for
You can switch between the following reports:
Conversion Report
The Conversion Report displays attributions based on the date of message sending. You can see your conversion rates for message sending that occurred during the selected time period on this report. By default, this tab is displayed. The following metrics are displayed at the top of the page:
- Total Number of Messages Sent - The number of messages sent in the selected time period.
- Conversion Events Attributed to Emarsys Campaigns - All the conversion events that occurred due to Emarsys campaigns.
- Conversion Rate - The percentage of attributed conversion events in relation to the total number of messages sent during the selected timeframe.
An example
Let's take the following example to understand how the Conversion Report works. We set up the following Conversion Goal:
- Conversion Event - Purchase action,
- Touchpoint - Email click,
- Attribution Window - 10 days.
Then we sent out 200 emails on September 1. Our date range selector covers the month of September. 100 contacts clicked on the messages on October 10.
- 20 purchases were made by the targeted contacts on October 15 (these are attributed because they happened within the 10-day window).
- 10 purchases were made on Oct 30 (these are not attributed because they happened outside the 10-day window).
In this case, the Conversion Rate for September 1 will be 10%.
If a single contact makes multiple purchases, then we count each purchase as a new conversion. Therefore, it can happen that the Conversion Rate is above 100%.
Programs
Here you can see programs related to the selected conversion goal.
You can use the Search field to search for programs.
The following metrics are displayed here:
- Program Name - The name of the program. The list contains all programs that are linked to messages sent out during the selected timeframe.
- Messages Delivered - The number of messages sent to contacts by the program during the selected timeframe.
- Number of Conversion Events - The number of conversions that can be attributed to the messages sent by the program. Conversion Events are filtered by the send date not by the selected date range.
- Conversion Rate - The percentage of the Number of Conversion Events compared to the Messages Delivered.
- Average Time to Convert - The average time it took to convert a contact. We take the average time between the message sends and the matching conversion events for all the messages of the program that resulted in a conversion.
Campaigns
Here you can see the campaigns related to the selected conversion goal.
The following metrics are displayed here:
- Campaign Name - The name of your campaign. The list includes all campaigns that contain messages sent out during the selected timeframe.
- Channel - The channel through which your campaign was sent.
- Messages Delivered - The number of messages sent out during the selected timeframe by the campaign.
- Number of Conversion Events - The number of conversions relating to the messages sent by the campaign. The events are filtered by the message send dates and not by the selected date range.
- Conversion Rate - The percentage of the Number of Conversion Events compared to the Messages Delivered.
- Average Time to Convert - The average time it took to convert a contact. We take the average time between the message sends and the matching conversion events of the campaign.
Campaign Links
Here you can see the conversion metrics related to the links within your campaigns.
- Link URL - Links that led to conversions, included in the messages of the campaign.
- Attributed Conversion Events - Number of conversions when the conversion is attributed to clicks on the specific link.
- Link Conversion Share - The percentage of Attributed Conversion Events in relation to the Number of Conversion Events of the campaign.
Impact Report
The Impact Report shows you the conversion events that occurred during the selected time period. It’s useful when you would like to understand when you converted customers and you wish to see the attribution based on the date of conversion. The following metrics are displayed on this tab:
- Total Number of Conversion Events - The number of finished actions made by a contact (e.g. sign-ups, user activations, playing a video), beneficial to your conversion goal in the selected timeframe.
- Conversion Events Attributed to Emarsys Campaigns - The conversion events that occurred due to an Emarsys campaign during the selected time period.
- Impact Rate - The percentage of the Conversion Events Attributed to Emarsys Campaigns from the Total Number of Conversion Events during the selected timeframe.
- Show Total Number of Conversion Events - You can remove the Total Number of Conversion Events from this chart by deselecting the checkbox.
An example
Let's take the following example to understand how the Impact Report works. Our date range selector covers the month of October this time. We set up the following Conversion Goal:
- Conversion Event - Purchase,
- Touchpoint - Email clicks,
- Attribution Window - 10 days.
This is what happened:
- On October 15, 20 purchases were made by targeted contacts that clicked the email within the 10-day window.
- Also on October 15, 10 purchases were made by contacts that were not targeted by a message, or these happened beyond the 10-day window.
Thus, assuming that there were no other conversions in the month, the impact rate for October will be 67%. For the day of Oct 15, we will show 30 events and 20 conversions on the graph.
Programs
Here you can see the programs related to the selected conversion goal.
The following metrics are displayed here:
- Program Name - The name of the program. The list contains all the programs that are linked to conversion events during the selected timeframe.
- Attributed Conversion Events - The number of conversions during the selected timeframe that can be attributed to messages sent by the program.
- Impact Rate - The percentage of Attributed Conversion Events belonging to the program in relation to the Total Number of Conversion Events during the selected timeframe.
- Average Time to Convert - The average time it took to convert a contact. We take the average time between the message sends and the matching Attributed Conversion Events of the program.
Campaigns
Here you can see the campaigns related to the selected conversion goal.
The following metrics are displayed here:
- Campaign Name - The name of your campaign. The list contains all campaigns that relate to conversion events during the selected timeframe.
- Channel - The channel through which your campaign was sent.
- Attributed Conversion Events - The number of conversions during the selected timeframe that can be attributed to messages sent by the campaign.
- Impact Rate - The percentage of Attributed Conversion Events belonging to the campaign in relation to the Total Number of Conversion Events during the selected timeframe.
- Average Time to Convert - The average time it took to convert a contact. We take the average time between the message sends and the matching Attributed Conversion Events of the campaign.
For more information on conversion metrics related to links within your campaigns, see Campaign Links.