Measure cross-campaign performance

  • Updated

Optimizely Data Platform (ODP) lets you view performance metrics across all channels to help you improve your campaign performance. You can:

  • get an overview report of the campaign performance across all channels, including email, app push, web push, web modal, web embed, API channel, Optimizely channel, SMS, and direct mail with Poplar.
  • see campaign performance over time.
  • export your campaign performance metrics in a CSV file to evaluate data outside ODP.  

How to use the reports

Go to Activations > Performance to access your campaign reports.

1. Channel selector

The Performance dashboard shows the performance metrics for All Channels by default. Use the channel drop-down list to view metrics for individual channels.

2. Report type selector

Select a channel to see the Overview report. You can expand Overview and choose other types of reports (Engagement, Conversion, Disengagement, Reachability, and Inbox Deliverability) from the drop-down list. The availability of the reports in the drop-down list depends on the selected channel. For example, the Inbox Deliverability report is only available for Email.

3. Filters

Apply filters to refine the campaign types you want to analyze. You can filter by Schedule Type, Group, and Tag. Changing the filters affects the aggregate metrics, charts, and campaigns in the campaign performance table. 

4. Date range selector

The date range selector defaults to displaying your campaign performance over the past 13 weeks. Expand the drop-down list to change your date range to All Time, Past 7 days, Past 4 weeks, or select a Custom Range.

5. Aggregate performance metrics tiles

These tiles display the aggregate metrics for your campaigns, depending on the selected channel and report type. Hover your cursor over the tiles to see specific numbers.

The tiles also indicate trends in your campaign's performance over time. ODP calculates the trends based on the date range you selected and compares your campaign performance to the values from the previous time period of the same length. For instance, if you are looking at campaign performance for the past 13 weeks, the trends show how your metrics compare to your metrics from 14-26 weeks ago.

Interpret the overview metrics

  • Reached – The number of people who were sent at least one campaign.
  • Engaged – The percentage of people who engaged with at least one campaign through engagement-related events, like opens and clicks for email.
  • Disengaged – The percentage of people who interacted with a campaign through disengagement-related events, like opt-outs from emails.
  • Converted – The percentage of people who were reached and converted according to the ODP attribution model. 
  • Revenue – The amount of money generated by the sent campaigns.

6. Charts and legend for selected channel and report type

The Reach and Customers charts help you understand campaign performance over time by displaying performance metrics for the selected channel and report types within the selected date range. Applying filters affects the chart analysis. You can hover your cursor over the charts to see specific data points.  

You can also switch between Days, Weeks, and Months to view the campaign performance for specific days, weeks, and months.

You can take screenshots of the charts to include them in executive reports or presentations on campaign performance.

7. Campaign performance table

The performance table displays the data for the campaigns you sent. Selecting a channel, report type, date range, filters, and searches affects the list.   

You can see each campaign's corresponding performance metrics. The default All Channels overview report displays metrics for Reached, Engaged, Disengaged, Converted, Conversions, and Revenue. The Channels column displays the channels through which the campaigns were sent. 

The types of metrics displayed change when you select a different channel. For example, selecting SMS displays the columns Sends, Conversion, Avg. Order Value, and Revenue per Send, while selecting Email Reachability displays the columns Qualified, Sends, Delivered, Aborts, Hard Bounces, and Soft Bounces. Click a column header to sort by that column.

8. Campaign search

Enter a value in the search box to view metrics for specific campaigns and compare and contrast between campaigns that share a keyword.

Filtering the campaign list does not affect the performance chart. For example, you could filter for campaigns with sales in their names, but the charts still display all campaign performance.

9. Export

Click Export to export available reports in a CSV format for additional analysis outside ODP. Select the checkboxes next to the channels or individual reports to export the data. Selected items are displayed at the top of the window.