Campaign Metrics
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Campaign Metrics
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The examples in this section contain the following metrics:
Campaign Clicks
Visits
Visitors
Bounce Rate %
Visit Duration Avg.
Assists
Assists, Unique
Campaign Lifecycle Contacts
Contacts in Customer Journey, Unique
Conversions
Conversion Initiator
Conversion Initiator %
Conversion Supporter
Conversion Supporter %
Conversion Transformer
Example 1: Campaign Clicks, Visits, Visitors
A user accesses the following pages via the depicted campaigns:
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Analysis: Marketing > Campaigns > Advertising Media
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Metrics | Description |
Campaign Clicks | How often was the data source of a campaign measured? |
Visits | In how many visits a campaign was tracked? |
Visitors | How many visitors used a campaign in the selected time period? |
Example 2: Bounce Rate, Visit Duration Avg
A user accesses the following sites via the depicted campaigns:
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Analysis: Marketing > Campaigns > Advertising Media.png)
Metrics | Description |
Bounce Rate % | What was the share of bounces compared to the entries when a campaign was measured during the visit? |
Visit Duration Avg | How long was the average duration of a visit in which a campaign was measured? |
Example 3: Campaign Lifecycle Contacts, Contacts in Customer Journey
2 Customer Journeys were measured. The standard attribution is "last campaign wins".
Analysis: Marketing > Campaign Categories > Campaign Channel.png)
Metrics | Description |
Campaign Lifecycle Contacts | How many campaign contacts took place in the analyzed Customer Journeys? |
Contacts in Customer Journey, Unique | In how many Customer Journeys were campaign contacts measured? |
Further information on campaign analysis can be found in the training chapter Campaign Analyses.
Example 4: Conversions, Assists
2 Customer Journeys were measured. The standard attribution is "last campaign wins".
Analysis: Marketing > Campaign Categories > Campaign Channel.png)
Metrics | Description |
Conversions | How many conversions were assigned to the campaign? |
Assists | How many campaign contacts were measured for which no conversion was assigned |
Assists, Unique | How often was the campaign a part of the Customer Journey, but no conversion was assigned to it? |
Example 5: Conversion Initiator/Supporter/Transformer
2 Customer Journeys were measured:
.png)
Analysis: Marketing > Campaign Categories > Campaign Channel.png)
Metrics | Description |
Conversion Initiator | How often was the campaign the first contact within the Customer Journey? |
Conversion Supporter | How often was the campaign neither the first nor the last contact within the Customer Journey? |
Conversion Transformer | How often was the campaign the last contact within the Customer Journey? |
Conversion Initiator % | What percentage of all its accesses was made as first contacts? |
Conversion Supporter % | What percentage of all its accesses was made neither as first nor as last contacts? |
Conversion Transformer % | What percentage of all its accesses was made as last contact? |
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