The Campaigns page displays a variety of metrics associated with campaigns.
Campaign Metrics Definitions
Qualified: The number of times customers qualified for the campaign based on the segment, campaign constraints, and other options in the Target section of the campaign configuration.
Sent: The number of times the message was sent. This can be lower than the Qualified number when abort statements are used inside a template.
Opens: The number of times customers opened the email and/or app push message and/or clicked the web push message.
Open Rate: Compares the number of customers who opened the message to the number of customers who were sent the message (Opens / Sent expressed as a percentage).
Clicks: The number of times customers click on a link in the message. *Only applicable to email.
Click Rate: Compares the number of customers who clicked a link in the message to the number of customers who were sent the message (Clicks / Sent expressed as a percentage).
Click-to-Open Rate: Compares the number of customers who clicked a link in the message to the number of customers who opened the message (Clicks / Opens expressed as a percentage).
Unsubscribes: The number of customers who unsubscribe from the message. *Only applicable to email.
Conversions: The number of purchases made as a result of a message being opened or clicked by a customer. (The standard Zaius attribution model attributes conversions and revenue to the campaign that a customer most recently opened or clicked, looking back a maximum of 3 days.)
Revenue: The total revenue associated with conversions. For revenue, Zaius uses the subtotal fields on orders.
Bounces: The number of times a message bounces from customers' email providers. This can happen, for example, when a mailbox is full, or when an email address doesn't exist. *Only applicable to email.
Spam Reports: The number of times a customer marks a message as spam. *Only applicable to email.
Total vs. Unique Metrics
On the Campaigns page, at the top of the aggregate metrics tile, you have the option to change between unique metrics and total metrics. Total metrics calculate the total number of events, whereas unique metrics calculate the total number of unique customers that those events are associated with. Unique metrics are also unique by message sent. This is relevant for recurring and continuous campaigns, which can target the same customers multiple times within a single campaign (see example #3 below).
#1: If you send 5 one-time campaigns to 100 customers, the total sends are 500, but the unique sends are 100.
- Total sends = 500 total emails sent
- Unique sends = 100 unique customers that were sent an email
#2: Let's say you send a one-time campaign to a single customer. If that customer opens that same email 5 times, the total opens are 5, but the unique opens is 1. This would make the total open rate 500%, but the unique open rate 100% (see more on this below).
- Total sends = 1 total email sent
- Total opens = 5 total emails opened
- Total open rate = 5 total opens / 1 total send = 500%
- Unique sends = 1 unique customer that was sent the email
- Unique opens = 1 unique customer that opened the email
- Unique open rate = 1 unique open / 1 unique send = 100%
#3: This one gets a bit more complex, so buckle your seatbelt! Recurring and continuous campaigns can reach the same customers multiple times. Say you run a Cart Abandonment campaign continuously, which you allow to be sent to customers a maximum of once per day. After 1 day, you have sent 50 emails to 50 separate customers. Each customer opened the email 4 times. At the end of day 2, you have sent another 50 emails. However, they all went to the same 50 customers! And since they had recently received an email from you, none of them opened the second email. So in the end, each of the 50 customers received 2 emails each, all from the same overall campaign. They all opened the first email 4 times, but opened the second email 0 times.
- Total sends = 50
- Total opens = 50 emails * 4 opens each = 200
- Total open rate = 200 / 50 = 400%
- Unique sends = 50
- Unique opens = 50
- Unique open rate = 50 / 50 = 100%
- Total sends = 50
- Total opens = 0
- Total open rate = 0 / 50 = 0%
- Unique sends = 50
- Unique opens = 0
- Unique open rate = 0 / 50 = 0%
Day 1 and 2 combined:
- Total sends = 100
- Total opens = 200
- Total open rate = 200 / 100 = 200%
- Unique sends = 50 unique customers * 2 unique emails each = 100
- Unique opens = 50
- Unique open rate = 50 / 100 = 50%
At the end of the day, you'll need to decide if you prefer to use total metrics or unique metrics (see below for guidance). Spoiler Alert: You can see in example #2 (and #3 if you followed through to the end) that the total open rates can get over 100%. In our opinion, 500% or 200% success for email opens sounds a bit misleading, so we recommend using unique metrics.
Which is right?
Both unique and total metrics have their uses, but unique metrics will give you a more accurate result if you want to know how well your campaigns are reaching your customers.
To illustrate this point with an extreme example, if you send an email to 10 customers, and only 1 of them opens the email, but that customer opens the email 20 times, would you expect an open rate of 200% (total) or 10% (unique)?
- Total open rate = 20 total opens / 10 total sends = 200%
- Unique open rate = 1 unique open / 10 unique sends = 10%
As shown in the above example, total metrics are often higher than unique metrics. We recommend using unique metrics because we feel they portray a more accurate picture of how your campaigns are performing.
Comparing campaign metrics to other tools
We have found that many other tools default to using total metrics. They do this for a simple reason: As explained above, total metrics are often higher than unique metrics. This makes the campaigns, and the tools themselves, seem like they are performing better than they actually are!
We want to give you the ability to compare to other tools, even if we don't believe the numbers are quite right. So if you are using a tool that calculates total metrics instead of unique metrics, simply switch the option in Zaius over to total so you can run a performance comparison. Just remember to switch it back when you're done! (Don't worry, if you leave the page and come back, we'll switch back to unique for you.)
Conversions and revenue: total, not unique
Conversions and revenue do not change when you switch between total and unique metrics. In either case, Zaius is reporting the total conversions and the total revenue from those conversions.