Read campaign analytics honestly
Understand the audience-to-sales association, email attribution and ROI figures, and what is not measured yet.
Open Marketing > Analytics (page title Campaign Analytics). It relates your campaigns to the sales you made afterwards, without claiming more than the data supports.
What the numbers mean
Two kinds of revenue figure appear. Read them carefully.
- Audience-sales association: posted invoices dated within the window after a campaign completed, for clients in that campaign's included audience (or audience leads who converted in the window), net of posted credit notes. Drafts and void invoices are excluded and currencies are never added together. This is an association only. It does not prove an email was seen or caused the sale. Per-campaign figures can overlap, so do not add them up; the overall figure counts each invoice once.
- Email attribution: credits invoices only to emails that were actually sent. The INFLUENCE model credits every emailed campaign that reached the client in the window, so figures can overlap. The LAST_TOUCH model credits each invoice to one campaign only, the most recent.
Email ROI compares email-attributed revenue (before tax) with the campaign cost you entered, in the same currency. Without a cost it shows "Cost not entered".
Delivered, Opened, Clicked, Bounced and Unsub. columns come from an email service. When none is connected they say so and are never shown as zero.
Filter the view
Use the Filters box and select Apply:
- Completed from / to, Status, Audience
- Source and Owner
- Email attribution model (this view only) and Window days (this view only) to try other settings temporarily
Select Reset to clear them and Export for a CSV or Excel file.
Change the saved settings
In Attribution Settings:
- Set the Window (days after completion, 1-365).
- Choose the Email attribution model: INFLUENCE or LAST_TOUCH.
- Select Save settings.
If nothing has been saved, the defaults are 30 days and INFLUENCE.
The tables
The top boxes give the number of campaigns by status, recipients included and excluded (with reasons), and the overall association and email attribution revenue per currency. Below, the Campaigns table has one row per campaign with its audience size, included and excluded counts, provider status, the provider metrics, association revenue, email attribution and Email ROI.
Record a campaign's cost
Open a campaign, find Campaign cost (optional), enter the Cost and Currency, and select Save cost. You can clear it again.
Good to know
- If your role is limited to certain branches, a notice appears and the revenue counts only invoices from your branches.
- Because no delivery service is connected at present, email attribution and ROI often show as unavailable. That is expected, not an error.
- See Marketing overview and dashboard for the delivery note.