Measure cross-campaign performance

  • Updated
If you had access to campaigns prior to April 2023, Optimizely updated the tab name from Campaigns to Activation. All functionality remains the same.

Optimizely Data Platform (ODP) allows you to view campaign performance metrics across all channels on the Activation > Performance page to decide what channels and content work for your messages and where you can improve

  • Get an overview report for all 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 to a CSV file to further evaluate your data outside ODP.

How to use the reports

Go to Activation > Performance to access your campaign reports.

1. Channel selector

By default, the report shows performance for All Channels. Use the channel drop-down list to view metrics for an individual channel installed in your account.

2. Report type selector

Selecting a channel displays the Overview report first. You can pick other reports from the report drop-down list. The availability of the reports in the drop-down list depends on the selected channel. For example, Inbox Deliverability is only available for the Email channel.


3. Filters

Apply filters to your report to narrow the types of campaigns you are analyzing. You can filter by Schedule Type, Group, and Tag, and apply other filters to your analysis to view the performance of specific types of campaigns. Filters affect the aggregate metrics, the charts displayed, and the campaigns listed in the campaign performance table.

4. Date range selector

The date range selector defaults to showing 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 Custom Range.

5. Aggregate performance metrics tiles

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

The tiles also indicate trends on your campaign's performance over time. ODP calculates the trends based on the date range selector 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 those people who engaged with at least one campaign through engagement-related events, like opens and clicks for email.
  • Disengaged – The percentage of those people who interacted with a campaign through acts of disengagement, like opt outs in emails.
  • Converted – The percentage of people who were reached and converted (per 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 charts can help you understand campaign performance over time by displaying campaign performance metrics for the selected channel and report types within the specific date range. Applying any filters to the analysis affects your charts. Hover over the charts to see specific data points.

You also have the option to change the timeframe grouping of your chart and view campaign performance by selecting Days, Weeks, or Months.

Use the legend to understand the chart metrics.

Optimizely recommends taking screenshots of these charts to include in executive reports or presentations on campaign performance.

7. Campaign performance table

This table displays all of your sent campaigns. Selecting the channel and 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 which channels each campaign was sent.


Excluding the All Channels overview report, the channel and report type you select determine the type of metrics shown. For example, the SMS Conversion report has columns for # Sends, % Conversion, Revenue, Avg. Order Value, and Revenue per Send. The Email Reachability report has columns for # Qualified, # Sends, % Delivered, # Aborts, % Hard Bounces, and % Soft Bounces

Click a column header to sort by that column.

8. Campaign search

Use the search box to view metrics for a specific campaign, such as when you want to compare and contrast campaigns that share a keyword.

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

9. Export

Click the Export icon to export any available report in a CSV format for additional analysis outside ODP. Select the checkboxes next to the channels or individual reports for exporting. Selected items display at the top of the window.