Access marketing campaign analytics and performance data

Marketing campaign analytics gives you a wide view of how your campaigns are performing. This view contains campaign performance data related to email opens, link clicks, direct and indirect revenue, and more. This article walks you through how to access campaign analytics and how to interpret the data.

Access campaign analytics 

To access campaign analytics, go to Marketing > Campaigns and select the campaign name. On the Overview tab, you will see a snapshot of your campaign data in one place. 

Campaign insights

• Total revenue — The amount of revenue generated from sales tied to this email campaign.
• Recipients — This total number of people who received the email you sent.
• Unsubscribes — The amount of people who unsubscribe from emails after receiving this campaign.
• Delivery rate — The percentage of your emails that were delivered to the emails in your recipient list.
• Failed deliveries — Emails that bounced or failed to send. 
• AOV — Average order value for transactions generated from this campaign.

Filters and analytics criteria 

The overview gives you two dropdown options. One for Revenue and one for Attribution windows. These two filters work together to give you a measure of how your campaigns are performing overtime. 

Revenue

• All revenue — Revenue from direct and indirect sources.
• Direct revenue — Revenue directly from orders placed from clicking the link in the email. This attribution uses UTM query parameters to follows consumers’ sessions after clicking the link in the email.  With UTM Parameters, you can use links to gauge the effectiveness of your campaigns and identify where revenue is coming from.
• Indirect in-store revenue — Revenue from customers who opened the email, THEN made a purchase in-store.
• Indirect online revenue  — Revenue from consumers that opened the email, but did NOT click the link to place the order, rather placed an online order from a different online avenue, like Dutchie or a different E-Commerce provider.

Timeframe — Attribution windows

This dropdown allows you to filter data across 5 attribution windows between 1 and 30 days after your campaign was sent. You can see campaign data for the following timeframes:  

• 1-day
• 3-days
• 7-days
• 15-days
• 30-days.  

Campaign funnel

The Campaign funnel shows campaign data related to emails delivered, opened, and purchase made. Analytics shown are based on the Revenue filters and Attribution windows you select from the dropdown. When you filter for data related to All Revenue or Direct Revenue the Campaign funnel shows additional data including, Clicked link and Added to cart. 

Example: This image shows a scenario where 10,432 emails were successfully delivered, 6,004 recipients opened the email, and 1,209 people who opened the email placed an order in-store.    

Sales

The Sales graph shows a line graph of your sales overtime. You can see a snapshot of what days your sales spiked or dropped. This can give you important data about how your campaigns perform on a day-to-day basis based on when emails are sent.