Analytics provide statistics about the performance of your communications. For example, open and click rates. They also tell you things like what type of device recipients viewed emails on, how many messages bounced, and if people unsubscribed.
On this page, we’ll give you a tour of the information available about your campaigns. Reviewing analytics is a great way to learn from your communications, and better understand your audiences.
Get Started: Open a Communication
- Open the Campaign menu and click on Analytics. A list of communications that have already been sent will appear. Note: Only sent communications will be listed because we don't have data to crunch until a message is sent.
- Select the communication you want to view analytics for. When your communication opens, you'll see three tabs: Overview, Recipients, Preview.
The Overview tab provides a snapshot of the communication's performance, including total opens and clicks. It also indicates the type of communication (e.g. SMS or email), and when it was sent.
Let's now take a look at the different analytics "cards" in the Overview.
The details card shows general information about the communication, such as the subject, sender name, sender and reply addresses, and from phone number (if it's an SMS). There is also a preview button at the bottom (looks like a postage stamp) that you can use to send a preview of the message.
Note: If the communication is an A/B Testing or Dynamic Content, you'll see cards for each version of the message.
At the bottom on the details card are additional tabs:
Opens: Shows the number of opens along with how many were unique, as well as a graph of each. Bounces and complaints are also shown.
Clicks: Shows the number of clicks and unique clicks.
Here you will see information about the actual sending of the email:
Audience: The type of audience the communication was sent to: workflow or segment. If a segment, it will show which segment.
Send Times: The second row displays the time when the send was initiated and when it finished.
Sent By: Who sent the communication.
Sending Time: The length of time it took to send the communication to all recipients. For larger audiences the send times will be longer.
Delivery: How many of each type of communication was sent, e.g. number of emails, number of SMS messages. There are many possible reasons for messages not being delivered. For example, a person not having a phone number in their record to send an SMS message to, or if their email inbox is full.
This card displays information about the technology people used to interact with the communication. There are two tabs:
By Software: The browsers and email providers people used to view the communication.
By Device: The devices people opened the communication on.
The comparison card shows the communication's performance over time for opens, clicks, and bounces. To adjust the time range, click All Time and select a different range. You can enter a specific range by choosing Custom Date Range.
The recipients tab provides lists of people who received, opened, clicked, or did not receive the communication (bounced), as well as if any unsubscribed, or complained (i.e. marked the message as spam or junk).
Click the tabs on the left, e.g. All Recipients, Opened, for a list of recipients for each data area.
A note about Unsubscribed: You can include an unsubscribe link in your communication by using tokens.
The preview tab shows the communication as users saw it. You can switch between email and SMS if the communication contained both message types.