After you’ve sent a marketing campaign to your customers, you need to be able to understand how well it’s performing for you. How many customers opened and clicked the message? 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:
Table of contents
To access the Campaign Analytics page, you must have the Workflows, Campaigns & Experiments > View permission.
To view performance data for one of your campaigns:
Start by opening the campaign you're interested in. There are three ways to do this:
Navigate to Messaging > Campaigns, and click the name of the campaign you’d like to analyze.
Navigate to Insights > Messaging insights, and click the name of one of your campaigns.
Navigate to Messaging > Workflows, and click the name of one of the campaigns you've sent as part of a workflow.
On the Campaign Review page, click the View campaign performance button in the bottom left of the page.
This opens the Campaign Analytics page, which will look something like this:
You can navigate 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
The Campaign Analytics page makes it easy for you to see both high-level and granular performance data about your campaign.
At the top of the page, you’ll see 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.
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. Click into 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.
The metrics you’ll see displayed in the Delivery, Engagement and Audience Retention sections vary depending on the type of campaign you’re viewing. To learn more about how these metrics are calculated, see the Metrics Definitions support guide.
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
At the bottom of the page, you'll see a breakdown of which devices your customers used to open your campaign, including:
- 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 an unknown app or device)
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.
The Engagement view lets you see how your audience responded to your campaign.
This page shows your campaign’s:
- 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 (for SMS campaigns)
- Unique inbound messages (for SMS campaigns)
- Total inbox impressions (for in-app campaigns)
- Uninstalls (for in-app campaigns)
- Closes (for in-app campaigns)
- Deletes (for in-app campaigns)
You can also view conversion metrics that are useful for determining your campaign’s ROI, including:
- The total number of purchases that resulted from the campaign
- The average order value
- How much revenue your campaign generated
Your project settings determine what kind of revenue and conversion metrics you’ll see displayed here. To learn how to check or update these settings, see our support guide on Revenue vs. Conversion Metrics.
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 (for push campaigns)
- Deletes (for in-app campaigns)
- Complaints (for email campaigns)
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.
Exporting campaign performance data
The Campaign Analytics page makes it easy for you to download campaign performance charts and reports 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 will be saved to your Downloads folder.