Audience Reporting helps you understand your target audiences by providing comparative metrics on custom groups of contacts (i.e. segments). It also allows you to:
- Validate that your segments are in line with your business targets,
- Check if your audiences are reacting to personalized messages as expected,
- Refine your segments even further based on provided insights.
To see Audience Reporting, 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.
Watch our onboarding video about the Audience Reporting:
You can optimize your marketing activity to achieve the best possible results with Audience Reporting.
On the Analytics > Audience Reporting page, you can compare the selected segments to each other based on the following metrics:
Selecting your segments
At the top of the page you can specify the following:
- Date Range - The metrics will be displayed for the selected time period.
Results can be displayed for any 3 months.
- Segments - Here you can select up to 2 segments. If you have selected 2 segments, then the results will provide you a comparison based on the selected segments.
After selecting the Date Range and your Segments, click Apply.
Calculations on this page are based on the most recent contact lists (i.e. lists of contacts resulting from the last segment run) corresponding to each segment.
Refreshing segments
When you use a segment for the first time or if 24 hours have passed since the last refresh, Audience Reporting 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 pop-up window 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 pop-up window 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 Audience Reporting page.
Contacts in Segment
Here you can see the following:
- The number of contacts in the selected segments.
- Segment Overlap - The number of contacts present in both segments.
The numbers displayed in the Contacts in Segment widget are based on the current state of the segment and do not reflect the state of the segment during the date range selected for Audience Reporting. Segments are refreshed after 24 hours for Audience Reporting, which may lead to discrepancies between the results on this page and the numbers displayed on the Contacts > Segments page.
Revenue Generated Over Time
The Revenue Generated Over Time widget is using Smart Insight or Web Extend (if Smart Insight is not enabled in your account) as its data source. This widget is not available if neither Smart Insight nor Web Extend is enabled on your account.
Here you can see the total revenue from purchases made by contacts in the selected segments within the specified time period.
Hover your mouse over the chart for detailed metrics.
Average Revenue per Customer
Here you can see the average revenue per customer from purchases made by contacts in the selected segments within the specified time period. This metric facilitates comparison between different sized segments.
Hover your mouse over the chart for detailed metrics.
Engagement
Here you can see the engagement metrics for Email, Mobile Push and SMS channels for the selected segments within the specified time period.
Hover your mouse over the chart for detailed metrics.
Here you can also:
- Change the channel with the Filter for 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 contacts who received them or based on the open and click percentage.
Available metrics:
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Email:
- Sent - Total number of contacts in the segment who were sent at least one email, aggregated at send time.
- Opened - Total number of contacts in the segment who opened at least once any of the emails, aggregated at send time.
- Clicked - Total number of contacts in the segment who clicked at least once in any of the emails, aggregated at send time.
- Delivered - Total number of contacts in the segment who received at least one email, aggregated at send time.
- Unsubscribed - Total number of contacts in the segment who unsubscribed from email communication, aggregated at send time.
- Purchased - Total number of contacts in the segment who made at least one purchase attributed to the email channel, aggregated at send time.
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Mobile Push:
- Sent - Total number of contacts in the segment who were sent at least one mobile push message, aggregated at send time.
- Opened - Total number of contacts in the segment who opened at least once any of the mobile push messages, aggregated at send time.
- Delivered - Total number of contacts in the segment who received at least one mobile push message, aggregated at send time.
- Purchased - Total number of contacts in the segment who made at least one purchase attributed to the mobile push channel, aggregated at send time.
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Mobile Inbox:
- Sent - Total number of contacts in the segment who were sent at least one Inbox message, aggregated at send time.
- Opened - Total number of contacts in the segment who opened at least one Inbox message, aggregated at send time.
- Delivered - Total number of contacts in the segment who received at least one Inbox message, aggregated at send time.
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Mobile In-app:
- Impressions - Total number of contacts in the segment who viewed at least one In-app message.
- Clicked - Total number of contacts in the segment who clicked at least one In-app message, aggregated at impression time.
- Purchased - Total number of contacts in the segment with at least one purchase attributed to an In-app message, aggregated at impression time.
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SMS:
- Sent - Total number of contacts in the segment who were sent at least one SMS message, aggregated at send time.
- Clicked - Total number of contacts in the segment who clicked at least once in any of the SMS messages, aggregated at send time.
- Delivered - Total number of contacts in the segment who received at least one SMS message, aggregated at send time.
- Purchased - Total number of contacts in the segment who made at least one purchase attributed to the SMS channel, aggregated at send time.
- Unsubscribed - Total number of contacts in the segment who unsubscribed from SMS communication, aggregated at send time.
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Rates:
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Email:
- Open Rate - Total number of contacts in the segment with at least one email open divided by the number of contacts in the segment who were delivered messages, aggregated at send time.
- Click Rate - Total number of contacts in the segment with at least one email click divided by the number of contacts in the segment who were delivered messages, aggregated at send time.
- Delivered Rate - Total number of contacts in the segment who received at least one email divided by the number of contacts in the segment who were sent at least one email, aggregated at send time.
- Unsubscribed Rate - Total number of contacts in the segment who unsubscribed from email communication divided by the number of contacts in the segment who received at least one email, aggregated at send time.
- Purchased Rate - Total number of contacts in the segment who made at least one purchase attributed to the email channel divided by the number of contacts in the segment who received at least one email, aggregated at send time.
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Mobile Push:
- Open Rate - Total number of contacts in the segment with at least one mobile push open divided by the total number of contacts in the segment who were delivered push messages, aggregated at send time.
- Delivered Rate - Total number of contacts in the segment who received at least one mobile push message divided by the number of contacts in the segment who were sent at least one mobile push message, aggregated at send time.
- Purchased Rate - Total number of contacts in the segment who made at least one purchase attributed to the mobile push channel divided by the number of contacts in the segment who received at least one mobile push message.
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Mobile Inbox:
- Open Rate - Total number of contacts in the segment with at least one Inbox Open divided by the total number of contacts in the segment who were delivered Inbox messages, aggregated at send time.
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Mobile In-app:
- Click Rate - Total number of contacts in the segment with In-app clicks divided by the total number of contacts in the segment with an impression, aggregated at impression time.
- Purchase Rate - Total number of contacts in the segment with purchases attributed to an In-app message divided by the total number of contacts in the segment with an impression, aggregated at impression time.
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SMS:
- Click Rate - Total number of contacts in the segment with at least one SMS click divided by the number of contacts in the segment who were delivered SMS messages, aggregated at send time.
- Purchased Rate - Total number of contacts in the segment who made at least one purchase attributed to the SMS channel divided by the number of contacts in the segment who received at least one SMS message, aggregated at send time.
- Unsubscribed Rate - Total number of contacts in the segment who unsubscribed from SMS communication divided by the number of contacts in the segment who received at least one SMS message, aggregated at send time.
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Email:
For more information on Analytics Enhancements in Audience Reporting, watch the August 2024 Product Release video:
Most Popular Product Category
The Most Popular Product Category widget is using Smart Insight or Web Extend (if Smart Insight is not enabled in your account) as its data source. This widget is not available if neither Smart Insight nor Web Extend is enabled on your account.
Here you can see your top 10 product categories (based on your Smart Insight Primary Category setting or based on the top level categories in the case of Web Extend) with the most purchases made by contacts in the selected segments within the specified time period.
You can change the baseline segment next to Choose Baseline. If you change the baseline segment, then the top 10 product categories for the selected segment will be displayed along with the corresponding coverage for the secondary segment.
Hover your mouse over the chart for detailed metrics.
Campaigns with Most Interactions
Here you can see your campaigns that were sent to at least one of the contacts in the selected segments within the specified time period along with the:
- Campaign Name
- Channel - The channel through which the campaign was sent. Currently, Email, Mobile Push and SMS channels are supported.
- Messages Sent - The number of messages sent to your contacts.
- Open Rate - Total number of contacts in the segment with at least one open divided by the number of contacts in the segment who were delivered messages, aggregated at send time. If this metric cannot be calculated, it will be replaced with the symbol -.
- Click Rate - Total number of contacts in the segment with at least one click divided by the number of contacts in the segment who were delivered messages, aggregated at send time. If this metric cannot be calculated, it will be replaced with the symbol -.
- Purchase Rate - Total number of contacts in the selected segment with purchases attributed to the campaign divided by the number of messages delivered to contacts in the segment. If this metric cannot be calculated, it will be replaced with the symbol -.
- Purchased - Total number of purchases generated by the selected segment, attributed to the respective campaign.
- Attributed Revenue - Total revenue generated by the selected segment, attributed to the respective campaign.
- Share of Contacts Targeted - Contacts included in the selected segments targeted by the campaign in percentage.
Known issues and limitations
- The Audience Reporting page uses Smart Insight sales and product data as the primary data source for the Revenue Generated Over Time and Most Popular Product Category widgets. If Smart Insight is not enabled in your account, Audience Reporting will use Web Extend as the data source for these widgets.
- When a segment is used in Audience Reporting 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.
- The Campaigns with Most Interactions widget can only display up to 10,000 campaigns at a time due to performance considerations. The campaigns are displayed in the default order, which is based on the Purchase Rate.