Analyze touchpoint summary reports
Note
The terms audiences and segments are interchangeable. Optimizely has updated all segments to audiences on the Audiences page and is updating the UI on other pages. See Understand audiences to get information on audiences.
The touchpoint summary reports in Optimizely Data Platform (ODP) display the performance of individual campaign touchpoints. You can analyze different types of reports, like Conversion, Engagement, Disengagement, Reachability, and Inbox Deliverability. The availability of these reports depends on the touchpoint's channels.
Access touchpoint summary reports
Note
Email and SMS channels are legacy features and not offered to new customers.
- Go to Activations > Overview.
- Select the campaign you want to analyze.
- Click a campaign touchpoint to open the summary report.
Explore the data
You can manipulate the touchpoint summary report data to:
- switch between report types.
- change the report's reporting period.
- analyze totals and percentages.
- analyze period-specific details.
- search and sort the data in associated tables.
Note
You can perform actions based on the types of data ODP collects for the touchpoints. For example, you might be able to manipulate a graph for some touchpoints, but not for others.
Report types
The availability of the reports depends on the touchpoint's channel.
Touchpoints that ODP sends a single time do not have graphs because they do not accrue sufficient attributing events. The header metrics and the product table summarize the single data point from the original send date.
Conversion report
This report displays how effectively the touchpoints converted customers. When ODP sends a touchpoint, the report tracks its performance over a maximum of three days. Customers must convert within three days of their interaction for the data to display on the Conversion report.
You can view the following metrics in the report:
- Sends – The number of times a message was sent to customers.
- Conversions – The number of customer purchases after opening or clicking a message.
- Revenue – The total revenue generated from orders related to conversions. Because the table displays revenue generated for individual products, the total revenue in the table might not equal the header count. For example, discounts applied to orders impact the count for the headers but not the table.
- Avg Order Value – The total revenue attributed to the touchpoint divided by the number of conversions.
- Revenue Per Send – The total revenue attributed to the touchpoint divided by the total sends.
Engagement report
This report lets you review customer engagement with the touchpoints.
You can view the following metrics in the report:
- Sends – The number of times a message was sent to customers.
- Opens – The number of times customers opened the message.
- Open Rate – The number of customers who opened the message compared to those who received the message.
- Clicks (email only) – The number of times customers clicked a link in the message.
- Click Rate – The number of customers who clicked a link in the message compared to those who received the message (expressed as a percentage).
- Click-to-Open Rate – The number of customers who clicked a link in the message compared to those who opened the message (expressed as a percentage).
Disengagement report
This report displays negative customer engagement with the touchpoints. A negative engagement restricts or eliminates your ability to communicate with a recipient.
You can view the following metrics in the report:
- Sends – The number of times a message was sent to customers.
- List Unsubscribes (email only) – The number of customers unsubscribed from the mailing lists associated with the campaign.
- Opt-Outs – The number of customers unsubscribed from marketing communication on the analyzed channel.
- Spam Reports (email only) – The number of times a customer marks a message as spam.
Reachability report
This report displays how effectively a message reached the recipient. For information, see Reachability and email status and Standard event definitions.
You can view the following metrics in the report:
- Qualified – The number of times customers qualified for the campaign based on the audience, campaign constraints, and other options in campaign Enrollment.
- Sends – The number of times a message was sent to customers. This count can be lower than Qualified when the message template uses abort statements.
- Delivered – The number of messages that reached the recipient.
- Aborts – The number of messages canceled after meeting pre-configured abort statements built into the message template.
- Hard Bounces – The number of messages that were permanently rejected.
- Soft Bounces – The number of messages that went to a valid email address but did not reach the recipient's inbox. The message drops after 72 hours of continuous delivery attempts.
Inbox Deliverability report
An Inbox Deliverability report displays if the recipient's selected inbox provider impacted the touchpoint's delivery.
You can view the following metrics in the report:
- Domain Provider – The service provider of the recipient's inbox (like Google for Gmail).
- Sends – The number of times a message was sent to customers.
- Deliverability – The percentage of total sends that reached the recipient.
- Opens – The number of times customers opened the message.
- Hard Bounces – The number of messages that were permanently rejected.
- Soft Bounces – The number of messages that went to a valid email address but did not reach the recipient's inbox. The message drops after 72 hours of continuous delivery attempts.
A warning icon in the chart means that negative indicators (like soft or hard bounces) exceeded industry guidelines and brought the touchpoint's deliverability under a desirable threshold. Changes in your content, who you target, and how or when you communicate impact these figures. Analyzing the differences between a high-performing and an underperforming touchpoint can help you identify the underlying reasons.
