After you’ve sent a marketing campaign, you need to be able to understand how well it’s performing. How many users opened or clicked a link? Were there any deliverability issues? How well did your message perform in Europe versus in North America? And so on.
These insights enable you to lean into marketing strategies that are working, as well as address any technical issues that might be preventing your customers from receiving your messages.
The Campaign Analytics page lets you monitor, analyze, and export key performance metrics for your marketing campaigns.
The Campaign Analytics page lets you view performance data for a single campaign. To learn how to view performance data for multiple campaigns, see the following support guides:
In this article
- Getting started
- Analyzing a campaign
- Conversion metrics
- Exporting campaign performance data
- Sharing a Campaign Analytics view
- Want to learn more?
To access the Campaign Analytics page, you'll need the View Journeys, Campaigns, & Experiments permission.
To view performance data about a campaign:
Open the campaign you're interested in. There are three ways to do this:
Go to Messaging > Campaigns, and click the name of the campaign you’d like to analyze.
Go to Insights > Messaging insights. On the Campaigns tab, click the name of a campaign, then click View Campaign.
Go to Messaging > Journeys, and click the name of a campaign you've sent as part of a journey.
To access Campaign Analytics for a running or finished campaign, from the Campaign Review page, click the View Analytics button at the top right side of the page next to Preview.
This opens the Campaign Analytics page, which will look something like this:
You can go back to the Campaign Review page at any time by clicking the View campaign button at the top right of the Campaign Analytics page.
Analyzing a campaign
With Campaign Analytics, you can see high-level and granular performance data about a campaign.
The top of the page displays general information about your campaign, including its:
- Status (ready, running or finished)
- Message channel (email, in-app, SMS, etc.)
- Start and end date/time
In the purple bar below your campaign’s name, select the time frame for which you'd like to view campaign performance data. You can choose between several presets (Today, Past 3 days, Past 7 days, Past 30 days, Campaign start) or select a custom range using the date picker.
If you're running an A/B experiment on your campaign, you can look at how each variation is performing. At the top of the page, select a message variation from the experiment drop-down.
Use the navigation menu in the left sidebar to explore your campaign’s performance metrics. The menu is divided into two sections: Monitor and Analyze. The Monitor section can help you track the overall health and performance of your campaign, and the Analyze section enables you to drill down into a more advanced analysis of your campaign results.
The navigation menu options vary depending on what kind of campaign you’re viewing. For example, when you're viewing an SMS campaign, there won't be a Heatmap section.
After you select a category from the menu, your selection will be highlighted—so you can move around and explore without losing your place.
To learn how the metrics displayed in the Delivery, Engagement, and Audience Retention sections vary depending on your selections and the type of campaign you’re viewing, see the Metrics Definitions support guide.
When you first load the Campaign Analytics page, you’ll see the Overview section.
This view gives you a high-level snapshot of the most important delivery, engagement and audience retention metrics for your campaign (such as delivery rate, total clicks, and unsubscribe rate), allowing you to check your campaign’s overall health and performance at a glance.
You can pin the metrics you're most interested in to the top of the page for easy access. Under Overview, click the pinned metrics drop-down menu and select the metrics you want to pin.
At the bottom of the page, you'll see a snapshot of the most important engagement metrics for your funnel: the total number of emails delivered during your campaign, the total number of opens, the total number of clicks, and the drop-off rate between each step.
Bar graphs, pie charts and line graphs throughout the Campaign Analytics page are interactive. Hover over data points to see additional performance metrics and details.
To view more delivery, engagement or audience retention data for your campaign, click View details in the upper right of the card you’d like to drill down into, or select the corresponding menu option in the left sidebar.
To find out how many of your customers received your messages, select Delivery in the left sidebar, or click View delivery details at the top right of the Delivery card in the Overview section.
The Delivery view shows you how many messages were successfully delivered to your customers and how big of an audience your campaign reached.
This page includes a summary of your campaign’s:
- Delivery rate
- Total sends
- Unique sends
- Bounce rate
- Total bounces
- Total send skips
- Recalls (in-app campaigns only)
The Engagement area shows how your audience is responding to your campaign.
Here, you can see data such as:
- Total sends
- Unique sends
- Total clicks
- Unique clicks
- Overall conversion rate (as a percentage of sent to clicked)
- Total number of conversions
- Total inbound messages (SMS campaigns only)
- Unique inbound messages (SMS campaigns only)
- Total inbox impressions (in-app campaigns only)
- Uninstalls (in-app and push campaigns only)
- Closes (in-app campaigns only)
- Deletes (in-app campaigns only)
- Metrics related to purchases and revenue.
To see purchase and revenue metrics, you must first:
- Work with your Iterable project administrator to enable the Show Revenue setting in Settings > Project Settings.
- Track purchase events for your campaign, as described in Tracking Conversions, Purchases, and Revenue.
If you're viewing an in-app campaign, you'll see a breakdown of which devices your customers used to open your campaign:
- Gmail (opened in the Gmail mobile app or website)
- iPhone (opened in the Apple Mail app for the iPhone)
- Mac (opened in the Apple Mail app for Mac)
- iPad (opened in the Apple Mail app for the iPad)
- Android (non-Gmail opens on an Android device)
- Windows (opened in a browser on a Windows device)
- Other (opened with some other app or device)
- Unknown (opened with an unknown app or device)
Opens are categorized as Other when the device or app is known, but is anything other than Gmail, iPhone, Mac, iPad, Android, or Windows. The Unknown category was added after Apple and Google released new privacy changes in 2021 and 2022. Opens are categorized as "Unknown" when the user's device can't be determined because it's blocked by the operating system they're using.
The Gmail segment of the chart represents all customers who used either the Gmail app or the Gmail website to open the message.
However, if one of your customers uses some other email client to open an email sent to their Gmail account, that doesn't count toward the total Gmail opens for your campaign. For example, if the customer opened the message using the Apple Mail app on their iPhone, that counts as an iPhone open.
In the Audience retention section, you’ll find insights on how many of your customers are still subscribed to your list after your campaign. This can help you determine whether your audience is growing or shrinking and identify any issues that may be causing your customers to unsubscribe.
This page shows your campaign’s:
- Overall unsubscribe rate
- Total unsubscribes
- Unique unsubscribes
- Total hosted unsubscribes
- Unique hosted unsubscribes
- Uninstalls (in-app and push campaigns only)
- Deletes (in-app and push campaigns only)
- Complaints (email campaigns only)
The Segment analysis section lets you view your campaign performance data by a particular contact segment. For example, you can use this view to find out how many of your messages were opened in a certain country.
Segments are based on values stored in your customers' Iterable user profiles. For more information, see our support guide on Segmentation.
Select the segment you’d like to analyze from the first drop-down.
Then, select the metrics you’d like to view for that segment from the second drop-down. You can use the checkboxes to select individual metrics or click Select all to quickly select entire categories of metrics.
After you’ve made your selections, the table below will update to display your selected segment and metrics.
Click the arrows at the top of the table to sort by the metrics you’re most interested in.
To view a graph of your campaign’s performance over time, select Time series in the left sidebar.
At the top of the chart, click into the drop-down menu and select the metrics you want to display. You can use the checkboxes to select the individual metrics you’re most interested in, or click Select all to quickly select entire categories of metrics.
Percentage metrics (like click rate and conversion rate) cannot be displayed on the time series chart.
Scroll down to the bottom of the page to see a table view of these data points. Click the arrows at the top of the table to sort by the metrics you’re most interested in.
The Heatmap section shows you a heatmap of which links your customers clicked in your campaign. This can help you determine how well your campaign content performed so you can make decisions about how to design your next campaign.
Heatmaps can’t be generated for campaigns that contain conditional logic. To learn more about using conditional logic in campaigns, see our support guide on setting up Conditional Logic with Handlebars.
To view a heatmap of your campaign, select Heatmap in the left sidebar.
If you are running an A/B test on your campaign, you can look at how each variation is performing. At the top of the page, select a message variation from the drop-down.
Under Heatmap, you’ll see a preview of your campaign content with the most-clicked areas highlighted. Each highlight displays the total number of clicks, as well as the percentage of recipients who clicked.
Scroll down to the Click Breakdown section to see a list of all the CTAs and links that recipients clicked, along with your campaign’s overall click rates.
You can sort and filter the list to quickly surface the insights that are most useful to your marketing team.
To see how your campaign is performing in different regions around the world, click Locations in the left sidebar.
This view is especially useful if your brand localizes content for different audiences around the world, or if you’re expanding into a new region and need to see high-level engagement metrics for your emerging market.
Select a region from the drop-down menu to zoom into a specific region, or select World to see all location data at once.
Values reported in Locations reflect the total number of emails opened, including multiple opens per user (maybe for a recurring campaign). These values can also include opens that are pre-fetched and proxied from services like Apple Mail, Gmail, and Yahoo, which might inflate open rates.
The data reported in Locations excludes open events that don’t have a
cityfield, so may not align with totals reported by specific metrics.
On the Campaign Analytics Overview page, you can see conversion metrics. Add or remove metrics using the pinned metrics drop-down.
Total Custom Conversions counts all custom conversion events associated with a campaign. Multiple events for the same user are counted as multiple conversions. These include only custom conversions—conversions resulting from purchase events are not counted.
Unique Custom Conversions counts the number of users for whom your campaign recorded at least one custom conversion event. Conversions resulting from purchase events are not counted.
Total Purchases counts the number of purchases that resulted from a campaign (whether
iterable_purchasewas selected as a conversion event or not).
Unique Purchases counts the number of users who made a purchase from the campaign (whether
iterable_purchasewas selected as a conversion event or not). Users who made more than one purchase are counted only once.
Conversion metrics by event type
To view a breakdown of all conversion events (custom and purchase), on the Engagement card on the Overview page, hover over Total Conversions.
Conversion metrics over time
To view how events performed over time, go to the Engagement page and view
the Conversions card. This view includes conversions for custom events, and
purchase events (using
iterable_purchase) that you select during campaign
Exporting campaign performance data
The Campaign Analytics page makes it easy for you to download campaign performance charts that you can share with stakeholders in your organization.
Downloading a chart
To download a chart, click the overflow menu (three dots) in the upper-right corner of the chart and select one of the options from the drop-down.
You can save the chart to your computer in your preferred file format (PNG, JPEG, PDF or SVG), or click Print chart to generate a preview of the image in your browser that you can save or send to your printer.
Exporting events to CSV
You can also export a CSV file of your campaign’s event data. Click the Export events button in the upper-right corner of the page. In the Export events menu that opens, click into the Select event drop-down and choose the type of events you’d like to export. Click Export.
A CSV file saves to your Downloads folder.
Sharing a Campaign Analytics view
To share a Campaign Analytics view that has your current settings with another person who has access to your Iterable project:
Click Share next to the overflow menu.
Click Copy to copy a link to the view with your current filters and date range to the clipboard.
Want to learn more?
For more information about Iterable metrics, check out Metrics Definitions.