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Using the Campaign Performance Dashboard for analysis

Copilot Knowledge BaseAnalytics & InsightsCampaign Performance & Dashboard

Using the Campaign Performance Dashboard for analysis

The Campaign Performance Dashboard helps you analyze all email campaign data automatically imported into Splio from your activation tool, whether it is Splio or another one.

The data used in the Campaign Performance Dashboard can come from different campaigns:

  • Copilot campaigns and One-shot campaigns programmed in Copilot

  • External campaigns not programmed in CRM Copilot (e.g. your triggered campaigns set up in Splio Marketing Automation or any other campaigns set up in another activation tool)

The General tab will allow you to see an overview of all your campaign performances and the Metrics per campaigns tab on specific campaigns or groups of campaigns.

Understanding data behind the Campaign Performance Dashboard

Indicators displayed are based on email activity (such as open rates, click-through rates, etc.) and performance (conversion rates, revenue, etc.).

  • Scope: all email campaigns received in our database, limited to 4 years (planned with or without Splio).

  • Granularity: each line of the Metrics by campaign dashboard corresponds to an ID and a Sent date, which means a single campaign sent over several days (e.g. 3 days) is considered as several campaigns (e.g. 3 campaigns)

  • Data freshness: Data is refreshed daily (if the data is sent daily).

Defining attribution rules and window

The attribution rule and window define the revenue KPIs displayed both in General and Metrics by campaign dashboards.

This setting attributes revenue to campaigns with two main methods:

  • Last email open/click: these rules attribute the revenue to the last email opened or clicked by the customer in the attribution time window.

    These attribution rules are ideal if you want to have an overview of the revenue generated by several campaigns.

  • Post email open/click: these rules attribute the revenue to ALL campaigns opened or clicked by the customer in the attribution time window.

    These attributions rules are preferred to assess the revenue generated by each campaign.

Choosing the period and comparison period

The period sets the time range to select the campaigns analyzed, using the sent date. You can either select a start and end date with the Custom Range or use the predefined values (such as Current Month, Last 30 days, and many more).

The comparison period sets the time range to compare the indicator with the chosen period. You have two options here:

  • the previous period which selects the same number of days before the Period start date

  • the previous year which selects the same dates as the Period in the previous year

Excluding small campaigns for a clear overview

You can choose not to display campaigns that have targeted less than 1 000 or 10 000 recipients.

This is especially useful if your dashboard is polluted by many small campaigns, such as triggered campaigns like confirmation purchases or abandoned carts.

Understanding Campaign Performance Dashboard KPIs

You can find all indicators definitions in the table attached.

Please note these two specific focuses to understand the calculations better:

  • Indicators evolution: on the General tab, the indicators are complemented by their evolution compared to the comparison period. Usually, it is expressed as a percentage difference.

    However, when the indicator is a ratio, its evolution is calculated as a difference instead and is expressed in percentage points: pp.

  • Email behavior indicators aggregation: when displayed on several campaigns, the Open Rate and the other email indicators are deduplicated by campaign.