Overview
Use built-in analytics to review, evaluate, and improve your marketing campaigns. You can use the charts and tables in Marketing Pro Analytics to view data that can help track marketing campaign progress over time. You can also view your successful campaign indicators and use them to boost your marketing campaigns.
Who uses this feature
Marketing managers, business owners, and other marketers on your team
Primarily for Commercial Service & Replacement and Residential Service & Replacement business types
Things to know
By default, Marketing Pro Analytics shows metrics for the last 30 days and for the account by which you view the information.
Both the One-Time and Automated Campaign screens in Marketing Pro Analytics provide the same Key Performance Indicators (KPIs) and details.
Both the One-Time Campaigns Email Metrics and Automated Campaigns Email Metrics screens provide the same details.
Both the One-Time Campaigns Direct Metrics and Automated Campaigns Direct Mail Metrics screens provide the same details.
View Marketing Pro Analytics
Select a campaign delivery logic from the side menu under Analytics to review performance metrics for your Email, Direct Mail, and multiple-step campaigns.
In Marketing Pro, you can:
Create One-Time Campaigns that are single campaigns sent only once to the recipient.
Create Automated Campaigns that continue sending marketing content until:
You manually stop the campaigns from running.
The Segment criterion no longer applies and the customer drops of out the segment and flow.
You can set whether your campaign is One-Time or Automated while you create it.
To access the Analytics dashboards for your One-Time or Automated Campaigns, go to Marketing Pro > Analytics.
In both One-Time Campaigns and Automated Campaigns screens, you can:
Click the date picker field at the top of the dashboard to select a date. You can:
Use the calendar to select a specific date range and click Apply.
Use the left menu to select a preset date range:
Today: From 12:00 AM to the current time
Yesterday: Previous day, from 12:00 AM to 11:59 PM
Last 7 Days: Previous seven days, including the current date
Last 30 Days: Previous 30 days, including the current date
Month to Date: From the first of the current month to the current day
Last Month: Entire month before the current month. For example, if the date is February 5, the entire month of January.
Last 90 Days: Previous 90 days, including the current date
Year to Date: From January 1 of the current year to the current day
The dashboard refreshes with data from the selected date range.
Click the Accounts dropdown at the top of the dashboard to open the accounts picker. You can select Corporate HQ, an Office, or All accounts to review their performance metrics. For more, see Manage Marketing Brand's settings.
Click Create Campaign to create marketing campaigns. For more, see Create campaigns and Create one-time and automated campaigns.
Review details about your campaigns. For more, see View campaign details dashboards.
View campaign KPIs
The One-Time campaigns metrics dashboard provides details for Email, Direct Mail, and multiple-step campaigns across Key Performance Indicators (KPIs).
Email Metrics
The Email Metrics section of the Analytics dashboard includes the following scorecards:
Statistics: Metrics about the email lifecycle and delivery, including:
The total number of emails sent, successfully delivered, opened, and how many times a link in one of your marketing emails was clicked.
The total number of customers skipped by your marketing campaign. If two customers have the same email address, the email marketing campaign only sends one email to that address and skips the duplicates. This ensures customers do not receive duplicate emails from the same marketing campaign.
The total number of customers who unsubscribed from your marketing content using an unsubscribe link in an email sent by this category.
The total revenue generated by your email marketing campaigns for the chosen date range.
Performance: The total number of estimates, services, and memberships attributed to your email marketing campaigns for the chosen date range.
Revenue: Metrics about the revenue generated by your email marketing campaigns for the chosen date range, including:
The total revenue generated from services and memberships attributed to your email marketing campaigns. Estimates are excluded from this total to avoid double counting since estimates convert into services or memberships.
The total potential revenue from estimates attributed to your email marketing campaigns
The revenue generated from services attributed to your email marketing campaigns
The revenue generated from memberships attributed to your email marketing campaigns
Direct Mail Metrics
The Direct Mail Metrics section of the Analytics dashboard includes the following scorecards:
Statistics: Metrics about the direct mail lifecycle and delivery, including:
The ordered number of direct mail items
The number of placed direct mail campaigns
The number of printed mail items
The number of shipped mail items
The number of failed to be printed and shipped direct mail items.
Performance: The total number of estimates, services, and memberships attributed to your direct mail marketing campaigns for the chosen date range.
Revenue: Metrics about the revenue generated by your direct mail marketing campaigns for the chosen date range, including:
The total revenue generated from services and memberships attributed to your direct mail marketing campaigns. Estimates are excluded from this total to avoid double counting since estimates convert into services or memberships.
The total potential revenue from estimates attributed to your direct mail marketing campaigns
The revenue generated from services attributed to your direct mail marketing campaigns
The revenue generated from memberships attributed to your direct mail marketing campaigns
SMS Metrics
The SMS Metrics section of the Analytics dashboard includes the following scorecards:
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).
View Revenue Attribution
The Revenue scorecard shows the revenue potential that your email and direct mail marketing efforts have influenced. The values shown in the scorecard are determined by the date range selected in each section.
The revenue attribution for email campaigns is calculated when either of the following actions occur:
The audience opens an estimate after they open your email or click a link in the email campaign within 21 days of sending the email campaign
ORThe audience closes an estimate after they open your email or click a link in the email within 21 days of sending the email campaign
The revenue attribution for direct mail campaigns is calculated when either of the following actions occur:
The audience opens an estimate, books a service, or purchases a membership within 21 days of sending the postcard
ORThe audience closes an estimate within 21 days of sending the postcard
In both cases we capture the lead or estimate value as revenue.
View campaign performance
The Performance Chart shows the performance of all Email and Direct Mail campaigns over time. You can also view the revenue generated by your email and direct mail campaigns.
Viewing campaign performance helps determine which days had highs or lows in performance. For example, if you see a specific day that had above-average campaigns volume, click the chart and view the label including information about the marketing efforts executed on that day.
On the Email Performance Chart, you can view:
The total number of emails sent, opened, and how many times a link in one of your marketing emails was clicked in each day, week, and month during the time selected in the date picker field.
On the Direct Mail Performance Chart, you can view:
Metrics about the direct mail lifecycle and delivery, including the ordered and shipped number of direct mail items.
On the Revenue Performance Chart, you can view:
The total email and mail marketing campaigns revenue in each day, week, and month during the time selected in the date picker field.
View the All Campaigns table
In the All Campaigns table, you can:
View email, direct mail, and multiple campaign details.
Select the Medium and CampaignType filters to drill down the information in the table.
Track the account where the campaign is created. You can see this column if you select an Account from the Accounts dropdown at the top of the dashboard.
Track the status, launch date, and more about each campaign.
Click the header of a column to sort it in ascending or descending order.
Click a campaign to see more details.
View campaign details dashboards
From the All Campaigns table, click the campaign for which you want to view details. You can only view the campaign details for the campaigns created by you.
From the Campaign Details dashboard, you can:
Click Stop or Resume the live campaigns. For more, see Actions you can take on Marketing Pro Campaign workflow.
Review a graph showing KPIs for the campaign over time and rollup totals for the date range.
Click the Custom Date Range at the top of the dashboard to open the date picker. You can use the date picker to select the date range you wish to view.
See the marketing asset (email) used in this campaign, as well as the asset's performance metrics.
View campaign email metrics
The One-Time Campaigns Email Metrics and Automated Campaigns Email Metrics dashboards provide details about your email campaigns. These dashboards use the date range and accounts you selected on the Analytics dashboard.
Note: Both the One-Time Campaigns Email Metrics and Automated Campaigns Email Metrics screens provide the same details.
To view your campaign email metrics:
Go to Analytics and select One-Time Campaigns or Automated Campaigns depending on the type of campaign you want to view metrics for.
Click View Details next to Email Metrics.
On the page that opens, you can view the Engagement, Skipped, Unsubscribed, and Revenue tables.
View Engagement table
In the Engagement table, you can monitor how customers engage with your marketing content sent by email. For each marketing email, you can view the customer who received it along with its date sent, subject line, delivery status, and whether the customer clicked a link in the email.
You can also search for a customer by name and filter the table by email status.
View Skipped table
The Skipped table displays the list of customers skipped by an email marketing campaign. If two customers have the same email address, the email marketing campaign sends only one email to that address and skips the duplicates. This prevents customers from receiving duplicate emails from the same marketing campaign.
For example, if a marketing campaign includes three customers with the same email address, only one email is sent to that address. The campaign skips the remaining two customers to prevent duplicates.
Note: You can search for specific customers in the table by name.
View Unsubscribed table
The Unsubscribed table displays customers who have unsubscribed from your marketing content and the date they unsubscribed. You can search for specific customers in the table by name.
View Revenue table
The Revenue table displays potential and actual revenue generated from your email campaigns. You can see each customer's estimate, service, or membership attributed to a campaign, along with its status and revenue amount. You can also search for specific customers in the table by name or filter the results by entity or status.
View campaign direct mail metrics
The One-Time Campaigns Direct Mail Metrics and Automated Campaigns Direct Mail Metrics dashboards provide details about your direct mail campaigns. These dashboards use the date range and accounts you selected on the Analytics dashboard.
Note: Both the One-Time Campaigns Direct Mail Metrics and Automated Campaigns Direct Mail Metrics screens provide the same details.
To view your direct mail metrics:
Go to Analytics and select One-Time Campaigns or Automated Campaigns depending on the type of campaign you want to view metrics for.
Click View Details next to Direct Mail Metrics.
On the page that opens, you can view the Postcard State, Failed, and Revenue tables.
View Postcard State table
In the Postcard State table, you can monitor the postcards sent as part of your direct mail campaigns. For each postcard, you can view the customer receiving the postcard, the date sent, and the delivery status. You can also search for a customer by name and filter the table by postcard status.
View Failed table
The Failed table includes postcards from your direct mail campaigns that failed to print and ship because of an issue with the address. For each postcard, you can see the customer meant to receive it and their address.
View Revenue table
The Revenue table displays potential and actual revenue generated from your direct mail campaigns. You can see each customer's estimate, service, or membership attributed to a campaign, along with its status and revenue amount. You can also search for specific customers in the table by name or filter the results by entity or status.