The Analytics tab provides detailed information to analyse your past and live campaigns, including a detailed breakdown of the user's journey within multi-stage workflow campaigns.

The page gives you an overview of how the campaign is performing, as well as a quick look at each channel in the campaign with some top-level stats for each one.

The stats are filtered by the date range at the top of the page so it is quick and easy to see how a campaign has performed over a specific period. The page is split into the following tabs:

Engagement

The engagement tab provides interaction-level analytics data. You will find this tab split into the following sections:

Journey Actions

The Journey Actions section provides a table that summarises total and unique user data on the following journey actions:

• Unique users: Counts each interaction once by user, regardless of frequency.
• Total users: Represents every interaction, including repeated interactions from the same user.

The actions shown are as follows:

• Entered: Users who entered the journey.
• Delayed: Users who have interacted with any delay node in the journey (ie: are currently delayed or have already passed through a delay node).
• Cancelled: Users who were removed from the journey due to stopping the campaign.
• Cancelled early: Users who were removed from the journey due to triggering the cancel event for early journey cancellation.
• Resumed: Users whose journey was resumed after waiting in a delay node.
• Completed: Users who reached any end node in the journey.
• Currently waiting: Users currently waiting in a delay node.

To export journey analytics or currently waiting data, click the Export button and choose the export type.

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Export permissions

Only roles with the ability to create automated exports can export data from this page.

The export includes a line item per user profile. The journey action report shows one line per interaction and filters down the data to the selected date range and the currently waiting report ignores the data selection and includes only the users currently within the workflow together with their status.

All Channels

The All Channels section provides top-level statistics for each of the channels used within the selected campaign. Please refer to our analytics terminology for more details. Recurring and triggered campaign stats are presented with line graphs, whereas single-send campaign statistics show bar charts to enhance data readability.

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Displaying statistics on the graphs

To illustrate the relationship between delivered, open and click statistics and their corresponding sends, the metrics are correlated on the charts. Consequently, the date filter only applies to sends, and the associated delivers/opens/clicks will be displayed for the corresponding send on the graph.

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Comparing statistics on the graphs

You can add or remove metrics on the graph by clicking on the metric name in the legend, shown to the right of the graph. This feature helps you compare statistics visually.

To export channel engagement analytics, click the Export Analytics button from the All Channels tab. It's possible to add attributes to the export before downloading it, for a more in-depth analysis. To do so, click the Add Attribute button, choose attributes from the dropdown, and then click Export.

The Save as report button enables users to create automated exports for campaign analytics data. Learn more.

Channel stats

The left navigation menu lists all available channels in the campaign. Click on the channel to expand the menu and review the different sections related to that channel. Depending on the channel, there will be a varying number of tabs available with relevant data for that channel:

Summary

A summary chart for all the available stats for the channel.

Variant Testing

Available for campaigns with multiple variants, a table view displays a breakdown of top-level stats by variants within the campaign. This feature enables you to assess the performance of each variant, while the graph view allows for a comparison of variant performance based on the chosen metric.

Clicked Links

Details of which links have been clicked within the message and on what variant (SMS and email only).

Click Map

See which parts of the message content are getting clicked (email channel in single-stage campaigns only). It's possible to see the detail of the different variants/languages (if used in the campaign).

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Click tracking

For both the Clicked links and Click map section, clicks on hyperlinks and preference center and view online links are tracked. Clicks on mailto and tel links are not tracked.

Interactions

View total and unique clicks on sections of the message, such as buttons or images. Interactions are collected from the SDK for device-based campaigns, such as on-site, in-app messages, web, or mobile push.

Domains

Show message engagement by email domain (email only).

Delivery Failures

A full breakdown of all reasons a message may have not arrived at its intended destination. This information is available for email, SMS, web-push and mobile push.

Performance

The Performance tab offers insights into goal conversion set within the campaign. It includes the following:

• Total messages sent: The count of messages sent.
• Total profiles sent: The count of user profiles targeted.
• Unique profiles sent: The count of unique profiles targeted.
• Total profiles converted: The count of user profiles that have fulfilled the goal, considering each send as unique.
• Unique profiles converted: The count of unique user profiles converted by achieving the goal.
• Profile conversion rate: The ratio of total profiles converted to total profile messages sent.
• Conversion total value: The overall value derived from campaign goals, including monetary transactions or completed actions such as placing bets, based on user-defined goals. Only applicable to tag goals.

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Combining tags & events

Combining tags (device-based) and events (profile-based) in the goal conversion setting may result in inaccurate results. We recommend avoiding this combination for accurate tracking.

Report

Create report

To schedule a new export for an existing report, navigate to the Engagement tab and click on the Save as report button located next to the export buttons. Fill in the report settings on the next page:

• Report Name: Provide a descriptive name for the report.
• Email Recipients: Specify the email addresses of recipients who will receive the reports.
• Scheduling Options: Specify when the report will be run
• Set Campaign Start Time: Enable this toggle to generate the first report from the campaign's start time. If disabled, the report will be generated starting on the date that was originally selected on the Engagement tab's date picker.
• Delta Report: Enabling this toggle generates reports that only include the data since the last time the report was run, for example, if the report is configured to be sent daily, each run of the report will only include the new sends from that campaign for that last day. If disabled, the reports will include all the data since the configured start period of the report every time.
• Stop After (Optional): Specify the number of times the report should run before stopping. Leaving this blank will result in the reports running indefinitely.

After configuring the report settings, click on the Save button to save the report.

Manage your reports

The Report tab (Campaign > Analytics > Report) lists the reports that you have created. From the tab, you can perform the following actions:

• Edit: Modify the settings of an existing report.
• Stop: Halt the execution of a report that is currently running.
• Delete: Permanently remove a report from the system.