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Analyzing Campaign and Engagement

Overview

Understanding the results of a Campaign/Job is the best way of creating an effective marketing strategy. After running a Job in Accelerator, engagement results are readily available and continue to update for 30 days. The results of a Campaign are accessible indefinitely for reporting purposes. 

 

Table of Contents

Levels of Reporting

Account

Marketing Campaign

Job

Engagement

 

Levels of Reporting

Access analytics through the Analytics section of Accelerator. Within Analytics, there are three different sections.

The Account section combines all engagement results of Jobs run under each Account. This is a method of creating a number of Campaigns and grouping their results together.

More information on Accounts can be found in Accelerator Admin.

The Marketing Campaign section shows the collected results of all results of a Campaign. This includes the results of all Jobs launched from each Campaign.

The Job section is the most specific section and displays individual Campaign launches, called Jobs.

These three levels of reporting allow the User to choose the scope of reporting needed. Each level of reporting shows different fields of data.

 

Account

Account level reporting is best used when reporting at a system-wide scope. By default, the Account screen displays stats for all accounts, all channels, and a monthly timeframe. Change these values by using the tools in the top right.

 

 

The first three buttons toggle between viewing reporting information from all channels, only email contacts, or only push contacts. The next option allows a user to select specific accounts to view results from. By default, this option displays results from all accounts. The last option selects the timeframe to display results. The only two options are monthly and daily.

Each panel of information on the Account analytics screen contains help text accessible by hovering over the question mark in the top right corner of each panel.

 

 

Below you will find a table that lists all of the Account panels and help text:

Name Help Text
Volume This chart shows the total Volumes against Delivery Results
Bounces This chart shows the total actual Bounce counts compared to percentages that indicate marginal or poor bounce rates
Opens This chart shows the total Opens relative to the message volume
Clicks This chart shows the total Clicks relative to the message volume
Unsubscribes This chart shows the total counts where recipients asked to be unsubscribed (removed) and no longer receive messages
Complaints This chart shows the total spam Complaints by month compared to percentages that indicate marginal or poor rates

 

Marketing Campaign

The Marketing Campaign screen does not include the same charts and display as the Account screen. Instead, the information is presented within a table. The same tools for switching channels are located in the top right of the screen. By default, all channels are displayed.

 

 

Use the Search field to find a specific Campaign.

The same information from the previous screen is here, just not presented the same way.

Note two new fields of information. The first column of the table breaks down the reporting information by Marketing Campaign.

The last column of the reporting information contains the status of the last Job run for each Campaign. Any status that is Collecting Data or Completed (Collecting Data) may have numbers change over time as more recipients interact with the contact.

Clicking on a Campaign name opens the Campaign reporting in more detail.

 

 

 

In this more detailed screen, an interactive chart is available. This chart can display information in different ways by switching between the two chart option in the top right of the chart.

By default, the chart displays in a line graph. The alternative view is a bar graph.

 

 

Use the boxes on the right side of the chart to change what information is displayed by the bar graph.

The bar graph only displays information in a monthly context. The line graph has more custom timeframe options.

 

The line graph can display multiple lines of reporting information. Turn on or turn off different metrics using the checkboxes to the right of the chart.

Below the chart are metrics of individual jobs. Click on the Job ID or the start date to open the Job level reporting information for the Job.

Use the Search field to find a specific Job.

 

Job

Job level reporting is the most specific reporting available within Accelerator.

 

This screen shows information similar to the other levels of reporting. By default, Job reporting displays all channels. Use the buttons in the top right to view Email only or Push only.

The first column displays the Start Date and the Campaign Name. Click the Campaign Name to navigate to Campaign level reporting. Click the Start Date to view more reporting information about the Job.

 

 

When viewing a Job, statistics are available at the top of the screen.

The first chart, titled Performance Over Time, initially shows the first 8 hours of reporting information. Similar to the line graphs from Marketing Campaigns, use the colored boxes on the right side of the screen to show or hide certain data. To view more than the first 8 hours of reporting information, click the Show All Data option in the header of the chart.

 

Use the download buttons to download a CSV of the reporting data. The top level download button, found outside of the line graph, downloads all of the Job reporting information. The download button inside of the line graph header to download the reporting information from the Performance Over Time report.

Each chart within the Job reporting screen has the download button available.

 

The next report is the Top Domains Report. This report shows the email domains of recipients. Use the boxes on the right side of the screen to hide or display different information.

 

The last report, titled Top Devices Report, shows Opens and Clicks by device.

 

Engagement

The term “Engagement” when used in relation to email references how your recipients are interacting with the emails sent to them. For example, if a recipient is regularly opening your emails and clicking links within them, that is said to be highly engaged. Low engagement, high complaints, and high unsubscribes can all be indications that there are content issues or deliverability issues with your emails, so monitoring engagement over time is important. There are a number of different types of Engagement that are listed below and expanded on in greater detail:

Unsubscribes

Spam Complaints

Total Open Rate

Unique Open Rate

Total Click Rate

Unique Click Rate

Unsubscribes

Unsubscribing or "opting-out" is the act of a recipient notifying a message sender that they want to be removed from a list and not receiving any future correspondence.

The unsubscribe rate is calculated by the number of unsubscribes received from a specific sent job divided by the number of delivered messages. For example, if a bulk job is delivered to 1000 recipients, and there are 10 unsubscribes, the unsubscribe rate would be 1%.

Spam Complaints

Spam complaints are logged when a recipient complains directly or marks the message received as spam in their inbox. Spam complaints will result in the complaining recipient being suppressed from receiving future email from that sender.

The spam complaint rate is calculated by the number of complaints received from a specific sent job divided by the number of delivered messages.

Total Open Rate

Total Opens constitutes of every single logged open related to the sent job. This will include opens where a recipient logs multiple opens.

The total open rate is the rate of total opens divided by deliveries.

= total-opens/deliveries * 100

Unique Open Rate

Unique Opens counts only one open per recipient for the specific sent job. This value excludes when a recipient logs multiple opens, and only counts the first one logged.

Unique open rate is the rate of unique opens divided by deliveries.

= unique-opens/deliveries * 100

Total Click Rate

Total Clicks constitutes every logged link click occurring from a specific sent job. This can include multiple clicks on the same link by the same recipient.

The total click rate is the rate of total clicks divided by total opens.

= total-clicks/total-opens * 100

Unique Click Rate

Unique Clicks counts only one link click per recipient for the related sent job. Multiple clicks on the same link, or clicks on multiple links, would only count as one click per recipient.

Unique click rate is the rate of unique clicks divided by total opens.

= unique-clicks/total-opens * 100

 

 

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