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Campaign Analytics

MarketingAdmin

After sending a campaign, analytics help you understand what worked and how to improve. This guide explains how to read your campaign reports.

Accessing Campaign Analytics​

  1. Navigate to Marketing → Campaigns
  2. Click the Sent tab
  3. Click on any campaign to view its analytics

Key Metrics Explained​

Email Metrics​

MetricWhat It MeansGood Benchmark
DeliveredEmails that reached inbox95%+
Open Rate% who opened the email20-30%
Click Rate% who clicked a link2-5%
Bounce RateEmails that failed deliveryUnder 2%
Unsubscribe Rate% who opted outUnder 0.5%

Open rate is calculated as: Opens ÷ Delivered × 100

Note: Apple Mail Privacy Protection may inflate open rates. Focus more on clicks as a reliable engagement metric.

SMS Metrics​

MetricWhat It MeansGood Benchmark
DeliveredMessages successfully sent98%+
Click Rate% who clicked links5-15%
Reply Rate% who respondedVaries by content
Opt-out Rate% who unsubscribedUnder 1%

Push Notification Metrics​

MetricWhat It MeansGood Benchmark
DeliveredNotifications sent90%+
Open Rate% who tapped notification5-15%
Conversion% who completed action2-5%

Understanding the Analytics Dashboard​

Overview Section​

The top of the analytics page shows:

  • Total Sent - Number of messages dispatched
  • Delivery Rate - Percentage successfully delivered
  • Engagement Rate - Combined opens and clicks
  • Revenue Attributed - Sales linked to this campaign (if tracked)

Performance Over Time​

A timeline chart shows:

  • When opens/clicks happened
  • Peak engagement periods
  • Declining engagement over time

Most email engagement occurs within the first 48 hours after sending.

Geographic Distribution​

See where your engaged members are located:

  • Helpful for location-based campaigns
  • Identify regional response differences

Click Tracking​

See which links got the most clicks:

LinkClicksClick Rate
"Book Now" button2453.2%
Pro Shop link891.1%
Event details1562.0%

Click Map​

Visual heatmap showing where people clicked in your email:

  • Red = Most clicks
  • Yellow = Medium clicks
  • Blue = Fewer clicks

If your main call-to-action isn't getting the most clicks, consider moving it higher in the email or making it more prominent.

Bounce Analysis​

Bounce Types​

TypeMeaningAction
Hard BounceInvalid email addressAutomatically removed
Soft BounceTemporary issue (full inbox)Will retry
Spam ComplaintMarked as spamAutomatically unsubscribed

Reducing Bounces​

  • Keep your member database clean
  • Use double opt-in for new signups
  • Remove consistently bouncing addresses
  • Don't purchase email lists

Comparing Campaigns​

Campaign Comparison View​

  1. Go to Campaigns → Analytics
  2. Click Compare Campaigns
  3. Select 2-4 campaigns to compare
  4. View side-by-side metrics

What to Compare​

  • Similar campaign types (newsletter vs newsletter)
  • Same audience, different content
  • Same content, different send times
  • A/B test variations

A/B Test Results​

If you ran an A/B test, the analytics show:

Test Performance​

VariantOpen RateClick RateWinner
Subject A22%3.1%
Subject B28%4.2%✓

Statistical Significance​

The system indicates if results are statistically significant:

  • ✓ Confident - Clear winner, you can trust this
  • ? Inconclusive - Need more data or larger test

Revenue Attribution​

How It Works​

When a member:

  1. Receives your campaign
  2. Clicks a link
  3. Makes a purchase within the attribution window

That revenue is attributed to the campaign.

Attribution Window​

Default is 7 days from click. Adjustable in settings.

Revenue Report​

CampaignSentRevenueRevenue per Send
Summer Sale5,000$12,450$2.49
Member Renewal1,200$48,000$40.00

Member Activity Levels​

After a campaign, members are categorized:

CategoryDefinition
Highly EngagedOpened and clicked
EngagedOpened only
UnengagedNo action taken

Using This Data​

  • Create segments based on engagement
  • Re-engage unengaged members with different content
  • Reward highly engaged members

Exporting Reports​

Export Options​

  1. PDF Report - Formatted summary for presentations
  2. CSV Export - Raw data for spreadsheets
  3. Recipient List - Who opened, clicked, etc.

Scheduling Reports​

Set up automatic reports:

  1. Go to Settings → Report Scheduling
  2. Choose campaigns to include
  3. Set frequency (daily, weekly, monthly)
  4. Add email recipients

Understanding Deliverability​

Deliverability Factors​

FactorImpactHow to Improve
Sender ReputationHighMaintain low bounce/spam rates
Content QualityMediumAvoid spam trigger words
List HygieneHighRemove inactive/bounced
AuthenticationHighProper DNS setup (handled by system)

Warning Signs​

Watch for these in your analytics:

  • Sudden drop in open rates (possible deliverability issue)
  • Increasing bounce rates (list quality declining)
  • Rising spam complaints (content or frequency issue)

If your spam complaint rate exceeds 0.1%, pause sending and review your content and list practices.

Action Items from Analytics​

After reviewing analytics, consider:

For Low Open Rates​

  • Test different subject lines
  • Try different send times
  • Clean up your list

For Low Click Rates​

  • Make CTAs more prominent
  • Reduce number of links (focus attention)
  • Improve content relevance

For High Unsubscribes​

  • Review sending frequency
  • Ensure content matches expectations
  • Segment for more relevant content

Next Steps​