How to Analyze Campaign Performance

This article provides a detailed overview of the analysis options available in Marketing Automation, explaining how to access key performance metrics and utilize them effectively. It also highlights the tools for advanced analysis.

Performance View Overview

Accessing the Performance View

• Path: Marketing > Campaigns > Performance (Tab).

• Structure:

  • Campaign Title: At the top level, you’ll find the campaign title with aggregate metrics summarizing the entire campaign.

  • Placement-Specific Metrics: If a campaign is linked to multiple placements, metrics are broken down by placement below the campaign title.

    • Example: A banner campaign with onsite and overlay placements will show metrics for each placement separately.

    Campaigns without placements (e.g., Audience Stream) will not include this breakdown.

Metrics Available in the Performance View

• Item Views:

  Number of times the campaign was displayed to users.

• Clicks:

  Total number of user interactions with campaign elements.

• Click-Through Rate (CTR):

  Percentage of impressions resulting in clicks. Formula: (Clicks ÷ Impressions) × 100.

• Conversions:

  Total number of desired user actions completed (e.g., purchases, sign-ups).

• Conversion Rate:

  Percentage of impressions leading to conversions. Formula: (Conversions ÷ Item Views) × 100.

• Revenue:

  Total revenue generated by the campaign.

Using the Performance View Efficiently

• Start at the Campaign Level:

  Review aggregate metrics under the campaign title to understand overall performance.
  

• Drill Down to Placement-Level Metrics:

  Use placement-specific data to identify which placements drive the most engagement or conversions.
  

• Compare Campaigns:

  Use the Performance View to review and compare multiple campaigns side by side.
  

• Leverage Key Metrics:

  Evaluate CTR alongside conversion rates to understand where users drop off in the journey.

Advanced Analysis in Mapp Intelligence

When to Use Mapp Intelligence

While the Performance View provides essential campaign metrics, advanced analysis and customization require the Mapp Intelligence tool.

• Customization:

  • The Performance View metrics are predefined and cannot be adjusted.

  • Use Mapp Intelligence to:

    • Add or remove metrics.

    • Apply filters.

    • Adjust the time frame.

    • Add dimensions and integrate your campaign analysis with all web or app data tracked in Mapp Intelligence. This allows you to create a holistic view of user interactions across multiple touchpoints.

• Advanced Insights:

  • Analyze user behavior across multiple dimensions, including devices, locations, and demographics.

  • Apply segmentation to isolate performance data for specific target groups.

How to Access Mapp Intelligence

Simply click on the Explore in Intelligence button within the Performance View. This will take you directly to Mapp Intelligence for advanced analysis.