Evaluate campaign metrics with three custom reports

  • Updated

Optimizely Data Platform (ODP) lets you create custom reports to learn more about the data available in your account. See the following three examples of reports you can build to understand the performance of your campaigns:

  1. Monthly lifecycle order
  2. Coupon code usage by lifecycle
  3. Product analysis by lifecycle

Monthly lifecycle order

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

Benefits of 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 that 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 10% of your purchases are repeat orders, aim to improve this number and reach 15% by next month or quarter.

Create filters for the report

Order Number = 1

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Order Number = 1.
    • Visibility – Select Account.
    • Engagement Value – Leave blank.
    • Feed – Select Events.
  4. Configure the following element within the filter:
    • Order > Observations > Order Number = 1
  5. Click Save.

Order Number = 2

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Order Number = 2.
    • Visibility – Select Account.
    • Engagement Value – Leave blank.
    • Feed – Select Events.
  4. Configure the following element within the filter:
    • Order > Observations > Order Number = 2
  5. Click Save.

Loyal Order

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Loyal Order.
    • Visibility – Select Account.
    • Engagement Value – Leave blank.
    • Feed – Select Events.
  4. Configure the following element within the filter:
    • Order > Observations > Order Number ≥ 3
  5. Click Save.

Configure the report

  1. Go to Reports > Custom Reports and click New Report.
  2. Configure the following report filter: 
    • All Traffic – Set to Order.
    • Date range – Update the date range from January 1 to December 31 to get a complete view of the year.
  3. Click Apply.
  4. Click + Column(s), select Date/Time > Month, and click Apply.
  5. Click + Column(s), select Rocket Column, and configure the following columns:
    • 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%.
  6. Click Done and then click Apply.
  7. Click Save, then enter a Name for the report (like Monthly Lifecycle Order) and select the Visibility.
  8. Click Save.

Coupon code usage by lifecycle

This report helps you learn which products your customers bought as their first, second, and third purchases and what percentage of orders used coupons.

Benefits of this report

  • Identify your best-selling products that first-time shoppers purchase. Consider boosting your promotions of this item to acquire additional 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 and 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 promotion email with a product filter for coats and jackets.
  • Examine your segments of second and third 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 are attributed to the purchaser categories.

Create filters for the report

First Order

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter First Order.
    • Visibility – Select Account.
    • Engagement Value – Select Order > Subtotal.
    • Feed – Select Events.
  4. Configure the following element within the filter:
    • Order > Observations > Order Number = 1
  5. Click Save.

First Order Coupon Used

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter First Order Coupon Used.
    • Visibility – Select Account.
    • Engagement Value – Leave blank.
    • Feed – Select Events.
  4. Configure the following elements within the filter:
    • Order > Observations > Order Number = 1 AND Order > Coupon code is not empty
    • OR
    • Order > Observations > Order Number = 1 AND Order > Discount > 0
  5. Click Save.

Second Order

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Second Order.
    • Visibility – Select Account.
    • Engagement Value – Select Order > Subtotal.
    • Feed – Select Events.
  4. Configure the following element within the filter:
    • Order > Observations > Order Number = 2
  5. Click Save.

Second Order Coupon Used

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Second Order Coupon Used.
    • Visibility – Select Account.
    • Engagement Value – Leave blank.
    • Feed – Select Events.
  4. Configure the following elements within the filter:
    • Order > Observations > Order Number = 2 AND Order > Coupon code is not empty
    • OR
    • Order > Observations > Order Number = 2 AND Order > Discount > 0
  5. Click Save.

Loyal (Third+) Order

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Loyal (Third+) Order.
    • Visibility – Select Account.
    • Engagement Value – Select Order > Subtotal.
    • Feed – Select Events.
  4. Configure the following element within the filter:
    • Order > Observations > Order Number ≥ 3
  5. Click Save.

Third Order Coupon Used

  1. Go to Data Setup > Filters.
  2. Click Create New Filter.
  3. Enter the following:
    • Name – Enter Third Order Coupon Used.
    • Visibility – Select Account.
    • Engagement Value – Leave blank.
    • Feed – Select Events.
  4. Configure the following elements within the filter:
    • Order > Observations > Order Number ≥ 3 AND Order > Coupon code is not empty
    • OR
    • Order > Observations > Order Number ≥ 3 AND Order > Discount > 0
  5. Click Save.

Configure the report

  1. Go to Reports > Custom Reports and click New Report.
  2. Set the following report filter, then click Apply:
    • All Traffic – Keep this setting.
    • Date range – Update the date range from January 1 to December 31 to get a complete view of the year.
    • Simple Filter – Select Event Action: Purchase.
  3. Click + Column(s), select Products > Name, and click Apply.
    If you prefer to view product categories instead, select Products > Category > Category Path. If you are a Shopify user, select Products > Shopify Product Type.
  4. Click + Column(s), select Rocket Column, and configure the following columns:
    • 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%
  5. Click Done and then click Apply.
  6. Click Save, then enter a Name for the report (like Coupon Code Usage by Lifecycle) and select the Visibility.
  7. Click Save.

Product analysis by lifecycle

Run this report to determine what first-time and repeat shoppers purchase. You can look at products or product categories to understand how often they are purchased and by which lifecycle segment of customers.

Benefits of this report

  • Discover which product categories are purchased most frequently 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 the most, target them with an email promoting products in that category by adding a dynamic grid and applying a product filter for luggage to it.
      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 which product images to use in your ads or email and 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.

Create filters for the report

The filters for this report are the same as the ones used for the monthly lifecycle order report. If you have not already created those filters, see Monthly lifecycle order > Create filters for the report.

Configure the report

  1. Go to Reports > Custom Reports and click New Report.
  2. Set the following report filter, then click Apply:
    • All Traffic – Set to Order.
    • Date range – Update the date range to January 1 and December 31 to get a complete view of the year.
  3. Click + Column(s), select Products > Name, and click Apply.
    If you prefer to view product categories instead, select Products > Category > Category Path. If you are a Shopify user, select Products > Shopify Product Type.
  4. Click + Column(s), select Rocket Column, and configure the following columns:
    • 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%
  5. Click Done and then click Apply.
  6. Click Save, then enter a Name for the report (like Product Analysis by Lifecycle) and select the Visibility.
  7. Click Save.