Evaluate campaign metrics with 3 custom reports

Optimizely Data Platform (ODP) allows you to create custom reports to learn more about the data available in your account. We picked three examples of reports you can run to understand the performance of your campaigns.

Monthly Lifecycle Order Report

This report shows you the number of orders your customers placed every month throughout the year. For each month, the report sorts the total number of orders by the lifecycle to which your customers belong, showing how your campaigns trend month-over-month. For example, you can see if you experienced an increase in sales during the holiday season.

Why use this report?

• Understand what percentage of your orders are placed by new shoppers, repeat, or loyal customers.
• Use this information to plan your campaign strategy for the coming months. For instance:
  • If you find that your loyal customers are not making purchases as you expected, consider targeting them with campaigns to encourage their purchasing behaviors.
  • If you notice that one month has an outstanding number of repeat orders, analyze the campaigns you used to understand why you were successful, then repeat your strategy with an updated creative.
• By reviewing your campaign performance over the past months, you can set realistic goals for your upcoming campaigns.
  • If you see that overall 10% of your purchases are repeat orders, aim to improve this number and reach 15% by next month/quarter.

Configure

1. Create a new report.
2. Configure your report filters.
   • Update the default All Traffic filter to Order.
   • Update the date range to January 1 and December 31 to get a complete view of the year.
   • Click Apply.
3. Configure your columns
   • Add Date / Time > Month.
   • Click Rocket Column and configure as follows:
     • Show unique count of Order ID for Order in number format with label All Orders
     • Show unique count of Order ID for Order Number = 1 in number format with label 1st Orders
     • Show ratio of 1st Orders / All Orders in percentage format with label 1st Order%
     • Show unique count of Order ID for Order Number = 2 in number format with label 2nd Orders
     • Show ratio of 2nd Orders / All Orders in percentage format with label 2nd Order%
     • Show unique count of Order ID for Loyal Order in number format with label 3+ Orders
     • Show ratio of 3+ Orders / All Orders in percentage format with label Loyal Order%

Coupon Code Usage by Lifecycle

Coupon Code Usage by Lifecycle reports help you learn which products your customers bought as their first, second, and third purchases and what percentage used coupons to purchase. 

Why use this report?

• Identify your best-selling products that first-time shoppers purchased. Consider boosting your promotions of this item to acquire even more new customers.
• Check whether your shoppers applied coupons to purchase certain products and decide whether you need to encourage your shoppers to buy these products with a percentage-off offer. 
  • Create a segment of your customers who viewed these products but have not purchased them and target them with a coupon to encourage purchasing.
  • Analyze which product categories are purchased with coupons. For instance, if you find that coats & jackets are often purchased with coupons, run a promotion with these products to get more shoppers to buy them. (If you are a Shopify user, add a dynamic grid to your promo email with a product filter for coats & jackets.)
• Examine your segments of 2nd and 3rd purchasers and determine if your shoppers need a coupon code for their next purchase.
• Use the first row in the default, unsorted view to understand what portion of the year’s total sales can be attributed to the categories of purchasers.

Configure

1. Create a new report.
2. Configure your report filters.
   • Keep the default All Traffic filter 
   • Update the date range to January 1 & December 31 to get a complete view of the year.
   • Add a simple filter for Event Action: purchase
   • Click Apply.
3. Configure your columns:
   • Add Products > Name.
     • Alternatively, add Product > Shopify Product Type (if you’re a Shopify user) or Product > Category > Category Path (if you’re not a Shopify user) to view Product Categories instead.
   • Click Rocket column and configure as follows:
     • Show unique count of Order > Order ID for First Order in number format with label 1st Order
     • Show unique count of Order > Order ID for First Order Coupon Used in number format with label 1st Purch Code
     • Show ratio of 1st Purchase Code / 1st Order in percentage format with label 1st Purch Coup%
     • Show unique count of Order > Order ID for Second Order in number format with label 2nd Order
     • Show unique count of Order > Order ID for Second Order Coupon Used in number format with label 2nd Purch Code
     • Show ratio of 2nd Purchase Code / 2nd Order in percentage format with label 2nd Purch Coup%
     • Show unique count of Order > Order ID for Loyal (Third+) Order in number format with label 3rd Order
     • Show unique count of Order > Order ID for Third Order Coupon Used in number format with label 3rd Purch Code
     • Show ratio of 3rd Purchase Code / 3rd Order in percentage format with label 3rd Purch Coup%

Product Analysis by Lifecycle

Run this report to answer the pressing question, “What do first-time shoppers and repeat shoppers buy?” You can look at products or product categories to understand how many times they have been purchased and by which lifecycle segment of customers. 

Why use this report?

• Discover which product categories are purchased the most often by first-time, returning, and repeat shoppers, then target these segments with messages that promote these product categories.
  • If you find that your loyal customers are purchasing products in the luggage category, target them with an email promoting products in that category by adding a dynamic grid and applying a product filter for Luggage to it. (Note: This type of product filter is only for Shopify users.)
• Identify the top products your lifecycle segments are purchasing. 
  • If you learn that your first-time shoppers are buying the boyfriend cardigan, the zebra print leggings, and the heart-shaped sunglasses the most, create a top-of-funnel campaign for your prospects and use these high-converting products in your messages. 
• Make creative decisions based on the data you see in this report.
  • If you need to decide what product images to use in your ads or email/MMS messages, look at this report and determine which products are the most likely to appeal to your target audiences of first-time, repeat, and loyal customers. 

Configure

1. Create a new report.
2. Configure your report filters. 
   • Update the default All Traffic filter to Order.
   • Update the date range to January 1  & December 31 to get a complete view of the year.
   • Click Apply.
3. Configure your columns:
   • Add Products > Name
     • Alternatively, add Product > Shopify Product Type (if you’re a Shopify user) or Product > Category > Category Path (if you’re not a Shopify user) to view Product Categories instead.
   • Click Rocket column and configure as follows:
     • Show unique count of Order ID for Order in number format with label All Orders
     • Show unique count of Order ID for Order Number = 1 in number format with label 1st Orders
     • Show ratio of 1st Orders / All Orders in percentage format with label 1st Order%
     • Show unique count of Order ID for Order Number = 2 in number format with label 2nd Orders
     • Show ratio of 2nd Orders / All Orders in percentage format with label 2nd Order%
     • Show unique count of Order ID for Loyal Order in number format with label 3+ Orders
     • Show ratio of 3+ Orders / All Orders in percentage format with label Loyal Order%

If you have any questions about setting up these custom reports, reach out to our Support Team.