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.
Make sure you're viewing the correct Marketing Pro content
This article is for Marketing Pro v2. If you are using Marketing Pro, see Use marketing analytics for content specific to your experience.
Who uses this feature
Marketing managers, business owners, and other marketers on your team
Primarily benefits Residential Service and Replacement business types and Commercial Service and Replacement business types
Applies to all trades
Feature configuration
To get started with Marketing Pro, request a demo on our Pro Products page, or reach out to your Customer Success Manager (CSM) or Pro Account Manager.
Account configuration is required to use this feature. Please contact Technical Support for details.
View the Marketing Overview analytics
From Analytics you can see the performance of all of your Marketing Pro campaigns in one place. To see Marketing Analytics:
Go to the navigation bar and click Marketing
.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 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.
See the total number of calls, booked jobs, sold jobs, and revenue generated for the chosen date range, or click Create Campaign to create a campaign. For more, see Create Pro campaigns.
Review details about your top performing categories and campaigns. You can 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 Top and Bottom to toggle between the top-performing and worst-performing marketing categories.
Tip: Click a campaign or category to explore it in more detail.
View one-time and automated campaigns analytics
You can review the performance of your one-time or automated campaigns in Marketing Pro. To view these analytics:
Go to the navigation bar and click Marketing
.In the side menu, go to Analytics and then click One-Time Campaigns or Automated Campaigns.
On the One-Time Campaigns or Automated Campaigns screen that opens, 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.
Click the Email Metrics, Direct Mail Metrics, SMS Metrics, or Multi-Channel Metrics tab to review performance metrics for that campaign category. Metrics differ between campaign categories.
Email metrics
The Email category metrics dashboard provides details across four KPIs:
Performance Totals: Metrics on campaign 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 your email campaigns. A new customer is defined as a non-existing customer that called using a tracking number from an email campaign.
Revenue Totals: Metrics on revenue, including:
The total revenue, the number of sold jobs, and the cost of each new lead generated by email campaigns.
Total 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 Performance: Metrics on email performance, including:
Total number of emails sent, successfully delivered, skipped, 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.
Marketing Activity Attribution: Metrics on attributed revenue including:
Attributed Revenue: Total attributed revenue created by email campaigns within the selected date range.
Attributed Calls: Total attributed calls created by email campaigns within the selected date range.
Attributed Jobs: Total attributed jobs created by email campaigns within the selected date range.
Direct mail metrics
The Direct Mail category metrics dashboard provides details across four KPIs:
Performance Totals: Metrics on campaign performance, including:
Total number of calls, leads, manual calls, and booked jobs generated.
Total number of new customers created as a result of direct mail campaigns.
Revenue Totals: Metrics on revenue, including:
The total revenue generated, the number of sold jobs, and the cost of each new lead generated by direct mail campaigns.
Total return on Investment (ROI) created as a result of your direct mail campaigns. 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 number of ordered direct mails, the number of placed direct mail campaigns, the number of printed postcards, the number of shipped postcards, and the number of failed to-be-printed and shipped postcards.
Marketing Activity Attribution: Metrics on attributed revenue including:
Attributed Revenue: Total attributed revenue created by direct mail campaigns within the selected date range.
Attributed Calls: Total attributed calls created by direct mail campaigns within the selected date range.
Attributed Jobs: Total attributed jobs created by direct mail campaigns within the selected date range.
SMS metrics
The SMS category metrics dashboard provides details across four KPIs:
Performance Totals: Metrics on campaign 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, the number of sold jobs, and the cost of each new lead generated by SMS campaigns.
Total return on Investment (ROI) created as a result of your direct mail campaigns. This is calculated by the formula in Understand campaign costing and return on investment (ROI).
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.
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 opt-out from future text messages.
Marketing Activity Attribution: Metrics on attributed revenue including:
Attributed Revenue: Total attributed revenue created by SMS campaigns within the selected date range.
Attributed Calls: Total attributed calls created by SMS campaigns within the selected date range.
Attributed Jobs: Total attributed jobs created by SMS campaigns within the selected date range.
Multi-channel metrics for one-time campaigns
The Multi-channel category metrics dashboard provides details across two KPIs:
Performance Totals: Metrics on campaign performance, including:
Total number of calls, leads, manual calls, and booked jobs generated.
Total number of new customers created as a result of your multi-channel campaigns.
Revenue Totals: Metrics on revenue, including:
The total revenue, the number of sold jobs, and the cost of each new lead generated by multi-channel campaigns.
Total return on Investment (ROI) created as a result of your direct mail campaigns. This is calculated by the formula in Understand campaign costing and return on investment (ROI).
All Campaigns table
Both the One-Time Campaigns and Automated Campaigns screens display the All Campaigns table, which lists all active campaigns across every category.
In this table, you can:
Track the launch date, status, revenue, and more about each campaign.
Click a campaign to see more details.
Click the Medium filter to filter the table by campaign category.
Click the Campaign Type filter to filter the table by campaign type.
Click the header of a column to sort it in ascending or descending order.
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:
View information about the campaign, including:
Source: The origins of the campaign.
Medium: The campaign type.
Launch Date: When the campaign started.
Delivery Logic: Whether the campaign is one-time or automated.
Segment: The audience segment targeted by the campaign.
Role: The roles selected for the campaign.
Resume or stop a campaign.
Use the date filter to select a date, a date range, or custom date range.
Use the Performance Chart to review the campaign's performance.
Review Campaign Metrics for the campaign, including Performance Totals, Revenue Totals, category performance, and Marketing Activity Attribution.
Note: The metrics differ for email, direct mail, SMS, and multi-channel campaigns. For more details about these KPIs, see View one-time or automated campaigns analytics.
See the emails, direct mail, and SMS messages sent as part of the campaign, including:
The sent, delivered, opened, and clicked rates for emails.
The shipping type, return address and amount ordered for each postcard.
The sent and reply rates for each text message.
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.