Analyse your campaign

Get detailed analytics information on a specific campaign

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 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.

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).

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.