Use marketing analyticsLast updated on 11/03/2022

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 invoice BUs they cover.

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

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 PRO 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 amount of printed mails, the number of shipped mails, the number of failed to be printed and shipped direct mails, and the number of canceled direct mails.

• 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.

Email Pro and Direct Mail Pro Campaigns table

Under the Email Pro and Direct Mail 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 create and edit email campaigns and create direct mail campaigns.

• 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 Pro or Direct Mail metrics:

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

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

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, email metric totals, and attributed totals

• See each email sent as part of this campaign, as well as each email’s sent, delivered, opened, and click rates.

• 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.

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.

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

   2. 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.

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