Use marketing analytics

Overview

Use the built-in analytics suite to understand, assess, and improve your marketing campaigns. Use charts to track campaign progress over time, and use ideas and concepts from your successful campaigns to boost campaigns.

Note: Although you'll get the most out of Marketing Analytics if you're using Marketing Pro, you can also track the performance of your legacy campaigns.

View the Marketing Analytics

From Analytics you can see the performance of all of your Marketing Pro campaigns in one place.

1. To see Marketing Analytics, go to the navigation bar, click Marketing.

2. In the side menu Analytics is expanded by default to display Marketing Overview.

In Analytics you can:

• Use the date filter to select a date, a date range, or select a custom date range.        

  Tip: Use the Year to date filter to efficiently track your campaign marketing performance from the beginning of the year to the current year.

  

• Use the Business Unit (BU) filter to track marketing reporting data by campaign BUs. You can assign BUs to your campaigns in Settings > Operations > Campaigns.        

  Note: This does not filter by invoice or job BU.

  

• See the total number of calls, booked jobs, sold jobs, and revenue generated for the chosen date range, or click Create Campaign to create email campaigns and create direct mail campaigns. 

• Review details about your top performing categories and campaigns.        

  • Click the Revenue, Booked Jobs, Sold Jobs, and Calls tabs to see which of your campaigns are performing best across different metrics. You can also click the Top and Bottom buttons to toggle between the top-performing and worst-performing marketing categories. 

Tip: You can also click on each campaign or category to explore it in more detail.

View category dashboards

Select a campaign category from analytics to review performance metrics for that campaign. Metrics differ between campaign categories.

Email PRO KPIs

The Email category metrics dashboard provides details across four KPIs:

• Performance Totals: Campaign category performance, including:        

  • Total number of calls, leads, manual calls, and booked jobs generated. When a homeowner opens an email sent to them, and makes a call from any number associated with their account within a specified number of days, that call will be attributed to the originating email campaign.

  • Total number of new customers created as a result of this campaign. A new customer is defined as a non-existing customer that has called using a tracking number from an email campaign.

• Revenue Totals: Metrics on revenue, including:        

  • The total revenue generated by this campaign, the number of sold jobs, the amount you're spending on this category per month, and the cost of each new lead.

  • Total number of Return on investment (ROI) created as a result of this campaign cost and the revenue. This is calculated by the formula in Understand campaign costing and return on investment (ROI).

• Email Metric Totals: Metrics on email performance, including:        

  • Total number of emails sent, successfully delivered, opened, and how many times a link in one of your marketing emails was clicked.

  • Total number of customers who unsubscribed from your marketing content using an unsubscribe link in an email sent by this category.

• Attributed Totals: Metrics on attributed revenue including:        

  • Attributed Revenue: Total attributed revenue created by the email pro campaign within the selected date range.

  • Attributed Calls: Total attributed calls created by the email pro campaign within the selected date range.

  • Attributed Jobs: Total attributed jobs created by the email pro campaign within the selected date range.

Direct Mail PRO KPIs

The Direct Mail category metrics dashboard provides details across four KPIs:

• Performance Totals: Metrics about the campaign category's performance, including:

  • Total number of calls, leads, manual calls, and booked jobs generated

  • Total number of new customers created as a result of this direct mail campaign

• Revenue Totals: Metrics on revenue, including:        

  • The total revenue generated by this campaign, the number of sold jobs, the total amount you're spending on this category, and the cost of each new lead.

  • Total number of Return on Investment (ROI) created as a result of this direct mail campaign cost and the revenue. This is calculated by the formula in Understand campaign costing and return on investment (ROI).

• Direct Mail Metric Totals: Metrics about the direct mail lifecycle and delivery, including:        

  • The ordered number of direct mails, the number of placed direct mail campaigns, the number of printed postcards, the number of shipped postcards, the number of failed to-be-printed and shipped postcards, and the number of canceled postcards.

• Attributed Totals: Metrics on attributed revenue including:        

  • Attributed Revenue: Total attributed revenue created by the direct mail pro campaign within the selected date range.

  • Attributed Calls: Total attributed calls created by the direct mail pro campaign within the selected date range.

  • Attributed Jobs: Total attributed jobs created by the direct mail pro campaign within the selected date range.

SMS PRO KPIs

The SMS category metrics dashboard provides details across four KPIs:

• Performance Totals: Metrics about the campaign category's performance, including:

  • Total number of calls, leads, manual calls, and booked jobs generated.

  • Total number of new customers created as a result of your SMS campaigns.

• Revenue Totals: Metrics on revenue, including:        

  • The total revenue generated from recipients clicking links in the text messages.

  • The total revenue generated by this campaign.

  • The number of sold jobs.

  • The total amount you're spending on this category.

  • The cost of each new lead.

• SMS Metric Totals: Metrics about the SMS lifecycle and delivery, including:        

  • The number of text messages sent.

  • The number of text messages with a link clicked and the percentage rate at which text messages had links clicked.

  • The number of text messages that were replied to and the percentage rate at which text messages were replied to.

  • The cost of your SMS campaigns.

  • The number of customers who chose to unsubscribe from future text messages.

• Attributed Totals: Metrics on attributed revenue including:        

  • Attributed Revenue: Total attributed revenue created by the SMS campaign within the selected date range.

  • Attributed Calls: Total attributed calls created by the SMS campaign within the selected date range.

  • Attributed Jobs: Total attributed jobs created by the SMS campaign within the selected date range.

Email, Direct Mail, and SMS Campaigns table

Under the Email, Direct Mail, and SMS KPI cards, you see a table where you can:

• Track the status, launch date, revenue, and more about each campaign.

• Click a campaign to see more details.

• Click the Automated or One-Time tab to change the type of campaign you see.

• Click the header of a column to sort it in ascending or descending order.

• Click  to filter the column.

View metrics drill down

To view and export the details of the Email, Direct Mail, or SMS metrics:

1. Click the Email, Direct Mail, or SMS metric. The Details page of the selected email, direct mail, or SMS metric opens.

2. Click Export CSV to download the information in XSLX format.

View campaign details dashboards

See analytics about each of your campaigns by clicking on it from the analytics dashboard.

From the campaign details dashboard, you can:

• Use the date filter to select a date range or select a custom date range. 

• See performance progress and revenue generated by the campaign. 

• Click Stop to stop the campaign. 

• Review KPIs for the campaign, including Performance Totals, Revenue Totals, Metric Totals, and Attributed Totals.        

  Note: The metrics differ for email, direct mail, and SMS campaigns. For more details about these KPIs, see View category dashboards.

     

• For Email campaigns, see each email sent as part of the campaign along with its sent, delivered, opened, and click rates. 

• For Direct Mail campaigns, see each postcard sent as part of the campaign and the quantity ordered for each. 

• For SMS campaigns, you can:        

  • Track the progress of text messages scheduled for delivery today. 

  • See each text message sent as part of the campaign along with its sent and reply rates. You can also click Send Test to send a test text message to the phone number of your choice. 

• If a job was booked as a result of a call, you can click View Job to see the job. 

• Click on a call to listen to a recording of the call. From the Call Playback popup, you can also add tags to the call, reclassify the call, and attach forms to the call. 

Understand campaign costing and return on investment (ROI)

You can use campaign costing in analytics to understand not only how much you're spending on campaigns, but what your ROI for each campaign is. In Marketing Pro, ROI is calculated as a percentage and is determined by the following formula:

((Revenue - Cost) / Cost) × 100)

Note: Only some types of campaigns, like Direct Mail, have a cost. You won't see a cost and ROI column for campaigns like email marketing as they do not have an associated cost.

Set campaign cost

To see the ROI for your campaigns, first set their cost:

1. In the navigation bar, click Marketing.

2. In Marketing Overview, select a campaign category to add a cost. 

3. In the All Campaigns table, click Add to add a campaign cost. 

4. You can add a daily or a monthly cost for each month you plan to run the campaign.      

   • If you add a monthly total, the daily cost is calculated automatically

   • If you add daily total, the monthly cost is added automatically 

5. When you're done, click Save. Revenue Totals updates with your campaign costing information: 

6. Or, you can update an existing campaign cost by hovering over its cost, and clicking Edit . 

Note: You can add and update cost from Revenue Totals KPIs.

Want to learn more?

• See Marketing Pro

• See Manage Marketing Pro functions