Email campaigns convey valuable information about how the campaign performed for opens, clicks, conversions, did the recipients consider it spam, did it lead to unsubscribing, and so on. Email Analytics help improve the emails you send and to which users you send these emails.
MoEngage aggregates the information and displays it on the campaign info page of the email campaign. The campaign analytics, click analysis, and campaign information is displayed.
Navigate to MoEngage Dashboard > Engage > Campaigns and click any campaign on the All Campaigns page to view the analytics.
All the metrics are calculated and displayed in the App's Timezone.
Campaign Analytics (One-time and Event-Triggered)
You do the following on the campaign analytics page:
- In Occurences, click one of the following:
Field Description Unique
Displays the unique analytic values for:
- Opens - Displays the total number of unique users who have opened the email.
- Clicks - Displays the total number of unique users who have clicked the links on the email.
- Conversion - Displays the total number of unique users who qualified for the campaign conversion goals.
Displays the total analytic values for:
- Opens - Displays the total number of users who have opened the email.
- Clicks - Displays the total number of users who have clicked the links on the email.
- In Date Range, select one of the following:
Field Description Calendar selection
Select the date range using the calendar.
Last 7 days
Select to display the analytics for the last seven days.
Select to display the analytics for the last week.
Last 30 days
Select to display the analytics for the last 30 days.
Select to display the analytics for the specific date range.
- Click Apply to confirm the date range selection.
Click Cancel to not select any date range.
- Click Apply to confirm the date range selection.
- In Attribution Type, select one of the following:
- View through attribution - Displays all the views done by the user for this campaign.
- Click through attribution - Displays all the clicks done by the user for this campaign.
- In-session attribution - Displays all the active sessions done by the user for this campaign.
- The following details are displayed based on the Occurrences and Attribution Type selection:
Analysis Description SENT
The total number of emails sent to the users. The number does not reflect the following:
- Duplicate or invalid emails
- Bounces or unsubscribed or complained users
- Emails with email Frequency Capping and Personalization failures.
The total number of emails delivered to the users. This information is provided by email delivery partners like SendGrid.
The percentage ratio of users to whom the emails were sent and are delivered.
Delivery rate = ((Total delivered emails) / (Total emails sent)) * 100.
The delivery rate applies to email campaigns sent using Sendgrid.
The total number of times users have opened the email. MoEngage tracks a user open by adding a unique 1px invisible image in the email template. An open is recorded when this image gets downloaded when the email is opened by the user.
Email open count could be affected or inflated by Apple's Mail Privacy Protection (MPP). Apple acts as a proxy for the user and opens the emails prior to the user actually opening the email thereby restricting access to the user's location, device and other things to marketers. Check this blog to understand how this affects open counts and how you can work around it. MoEngage will filter all the machine opens and discard them from the counts shown in the dashboard.
OPEN RATE (Unique)
The percentage ratio of users who have opened the email delivered to them.
Open rate (Unique) = ((Total Unique Opens) / (Total delivered emails)) * 100.
The total number of clicks on any link in the email.
CLICK TO OPEN RATE (Unique)
The percentage ratio of unique clicks for opened emails.
Click to open rate = ((Unique Clicks) / (Unique opens)) * 100
CLICK THROUGH RATE (Total)
The percentage ratio of total clicks of the delivered emails.
Click through rate = ((Total clicks) / (Total Delivered emails)) * 100
The total number of conversion events that occurred as part of the campaign conversion goal.
CONVERSION RATE (Unique)
The percentage ratio of users who have performed the conversion event.
Conversion rate = ((Total conversions) / (Total Unique opens)) * 100
CONVERTED USERS (Total)
The total number of unique users who performed the conversion event.
The total number of users who clicked the unsubscribe link and unsubscribed after receiving this email. Emails are not sent to this unsubscribed user.
The percentage of users who clicked the unsubscribe link.
Unsubscribe rate = ((Total unsubscribes) / (Total Delivered emails)) * 100
The total number of users who marked the email as spam to the email provider.
The percentage of users who reported the email as SPAM.
Complaint rate = ((Total complaints) / (Total Delivered emails)) * 100
The total number of emails that bounced due to incorrect email addresses and rejections from the mail server.
Bounce indicates both hard bounce and soft bounce of emails.
The percentage of users who had the bounce of emails.
Bounce rate = ((Total hard bounces) + (Total soft bounces)) / (Total Sent emails)) * 100
The total number of email addresses that were rejected by the mail server due to:
- Incorrect email address
- Invalid email address
- Email address does not exist
The email addresses are quarantined and do not receive the emails from MoEngage.
The total number of email addresses to which the email was not successfully delivered due to temporary issues such as the mailbox being full, the mail server is not active, and so on.
The email addresses are not quarantined and will receive the emails next time.
Unsubscribes, Complaints and Hard bounces
The following helps improve campaigns to ensure better opens, clicks, conversions, and lower unsubscribes and complaints.
Revenue Tracking is optional. If you toggled Revenue Performance during Email Campaign Creation for any campaign, Revenue Metrics will be tracked on Campaign Analytics Page
For your campaign, you then will be able to see three revenue metrics as below:
Total Campaign Revenue is the sum of the total order value across conversion events attributed to the campaign.
The Average Order value is calculated as:
Average Revenue Per User is calculated as:
Revenue metrics are tracked for all attribution types, such as View through, Click Through, and In-session attribution. Change the attribution type using the filter on the top right of the Campaign Analytics page and view the respective revenue metrics.
The variation performance is displayed when a multivariate A/B email campaign is created. You can compare the multivariate performance and use the best-performing variate.
Campaign Delivery Stats
A very common question that marketers sending email campaigns to ask is "Why is the number of actual emails sent is lower than the user segment count", This can be explained by the delivery funnel under campaign delivery stats
The various delivery points are as follows:
- Segment Count - Total number of users that belong to the segment of the campaign
- Users with Email - Total number of users who have an email attribute
- After B/U/C removal - Number of users obtained after removing email addresses that have earlier bounced, unsubscribed or spam complained.
- After Invalid/Duplicate removal - Number of users obtained after removing Invalid emails (missing "@" & ".") and Duplicate Emails (multiple users with the same email address)
- After FC Removal - Number of users obtained after removing emails that have crossed Frequency Capping as defined in the FC Settings.
- After Personalization Removal - Number of users obtained after removing emails for which the email could not be sent due to personalization failure.
- Sent - This is the final count of emails that have been sent.
The exact number of email removals is broken down in "Campaign Delivery Breakdown" as shown in the image:
Campaign Analytics (Periodic)
The Periodic email campaign analytics contains all the details described in Campaign Analytics (One-time and Event-triggered).
Child campaigns are campaigns sent at the same date and time for a set period of time.
Periodic campaign analytics displays the child campaign performance details. You can export it as a table. In Recurrence, click on the number to view a specific child campaign sent on the schedule as described:
|Recurrence||Click Recurrence to view a specific child campaign sent on a specific date and time.|
|Time spent||Displays the time at which the specific child campaign is sent to users.|
|Status||Displays the status as sent or not sent for the specific child campaign.|
|Sent||Displays the sent analytics of the specific child campaign.|
|Opens||Displays the open analytics of the specific child campaign.|
|Clicks||Displays the click analytics of the specific child campaign.|
|Conversions||Displays the conversion of the specific child campaign.|
Email Call-to-actions (CTAs) can be highly crucial to your email marketing strategy. User click data on these links in your email can tell if your users are finding a reason to click your emails. You can view the data as a Click Map or Click Graph.
MoEngage tracks any URLs inside <a> or <area> tags only. URLs inside any other tag will not be tracked by MoEngage.
Note: "Mailto:" URLs are not tracked by MoEngage.
This shows the link click data on a preview of your email. You can click on each link to view the link and no. of clicks (unique & total) that occurred on that CTA. You can also export this preview along with click data a pdf by clicking on the printer icon.
This will show the link click data as a list of links - you can sort this list based on total/unique clicks and also export this data as CSV.
This shows the link click data as a histogram where you can identify the popular and most clicked CTAs in your email and tailor your email templates accordingly.
You can view the information about the campaign sent using the Campaign Info tab.
Segmentation and Scheduling
You can view the following:
|Target Audience||The set of users who received the campaign.|
|Filters||The conditions or filters used in the campaign.|
|Conversion Goal Event||The conversion event that is used in the campaign.|
|Start Sending||The sent time of the campaign|
|Content Type||The campaign content type - Promotional or Transactional is displayed here.|
The subscription category for the campaign is displayed here.
You can view the following:
|Variation||The variations of the campaign.|
|From||The email address using which the campaign is sent.|
|Reply||The return email address to receive a response to the sent campaign.|
The subject of the campaign.
|Sender Name||The name of the person or team sending the campaign.|
|Preview||The preview of the sent campaign.|
Delivery Control and Goals
You can view the following:
|Ignore frequency capping for this message||The Frequency Capping set for the campaign.|
|Campaign Goals Info|
|Goal Name||The Name of the campaign goal set for the campaign.|
|Event Name||The Event Name is based on which the campaign goal is set.|
|Attribute Name||The Attribute Name is based on which the campaign goal is set.|
|Attribute Value||The Attribute Value is based on which the campaign goal is set.|
|Revenue Performance Info Value|
|Event Name||The Event Name is based on which the campaign revenue information is set.|
|Attribute Name||The Attribute Name is based on which the campaign revenue information is set.|
|Currency||The Currency is used to calculate the campaign revenue.|