The conversion dashboard, allows you to view the performance metrics and overall email revenue generated by all emails sent from Listrak, including transactional, broadcast marketing, and automated campaign emails.
In order for conversions to be tracked on your site, conversion tracking must be enabled on each list. This feature is enabled during the onboarding and list creation process after you have installed the Listrak integration on your site. This feature will be enabled by the Listrak team.
The Conversion Dashboard can be found in the Solutions menu.
When navigating the Conversion Dashboard you can update the scope of data by filtering by date, merchant, or using the comparison tool. Click Update after you select your settings to update the dashboard.
Use the pre-built date range from the dropdown or use calendar icon to select a specific date range. The pre-built date ranges will dynamically update the data when you return to the dashboard.
If you have multiple domains configured in your account you can limit the data on your conversion dashboard to a specific domain. By default all domains are included in the conversion dashboard. This feature will only appear if you have multiple merchants enabled.
The comparison tool allows you to compare revenue and other metrics from two separate date ranges. By default the comparison is set to none, or you can select from two additional options.
None: Displays the data from the currently selected date range
Previous Period: Compares the currently selected number of days to the same number of days directly before the current period. E.g.: Last 7 days compared to days 8-14.
Previous Year: Compares the currently selected date range to the same date range the previous year
⚠️ Only Listrak email data will appear on the Conversion Dashboard. If Listrak was not active during the comparison timeframe the data will be compared to zero.
The campaign overview sections will provide high-level graphical and numerical statistics for performance based on the selected filtering options. If you are using the comparison tool you will see the increase in metrics (in green) or decrease in metrics (in red).
The revenue graph displays the total revenue generated from contacts who clicked through a Listrak email and placed an order on a specific day. Two types of revenue are displayed on the graph.
Conversions: Displays the total amount of revenue generated by emails on a specific day
Recommender: Displays the revenue generated by contacts who click on a product recommendation in an email and make purchase on a specific day
💡 If using the comparison function, toggle between the two options on the graph to view. Only one revenue type will appear at a time.
The overview section provides you with a high-level glance at key performance metrics for all of your solutions combined. Four metrics are available to view:
Visits: The number of times a contact clicked through your email and visited your website. A contact who visits your site multiple times from the same email will only be counted once.
Conversions: The number of contacts who clicked through your email and then made a purchase from your site
Conversion Rate (%): The number of conversions divided by the number of visits.
Average Order Value: The average amount a contact spent on an order based on the filters applied
The next section of the Conversion dashboard breaks down the revenue into groups based on the type of message.
Revenue By Message Type
The revenue by message type chart displays revenue generated by the three categories of messages: broadcast, triggered, or transactional. Only message types sent from Listrak will appear in this chart.
Broadcast: These messages include all messages sent to a specific list or filtered group, such as marketing messages and recurring automated campaigns.
Triggered: These messages include automated campaigns typically sent from Listrak Conductor or Workflow, such as Welcome Series and Shopping Cart Abandonment.
Transactional: These include any messages created using Listrak's transactional message system.
This chart displays the total dollar amounts generated by each type of message. These are based on the Campaign Type selected when creating a message. An additional column displays the portion of the revenue that was generated by Recommender. To see the revenue performance for an individual solution click the drill-down magnifying glass icon.
When using the comparison tool you will see the percentage increase or decrease in revenue generated by each type of message in the selected timeframe.
This section provides conversion-related performance metrics for messages that had visits associated with it during the selected timeframe. You can view these metrics by campaign (based on the campaign name specified when setting up a message), version (based on the version specified when setting up the message), or individual message (based on the subject line).
Message Detail Metrics
The following data points are available for each message, version, and campaign.
Visits: The number of contacts who clicked through an email. Listrak code must be present on the page in order to track a visit. Only one visit is counted per contact per email.
Conversions: The number of customers who clicked through an email and then made a purchase from your site. A conversion is counted if the email was the last email a contact prior to making a purchase, including purchases made if they return after clicking through the email.
💡 If you click on the conversion number underlined in green, you can see the exact orders that were made that were attributed as conversions.
Conversion Rate: Calculated by dividing the number of conversions by the number of visits
Revenue: Amount of money generated by email sent. This will appear in dollars, but show the count based on currency provided in your order information.
Recommender: Revenue is attributed to recommender when a purchase is made directly from a click inside a merchandise block.
💡 Recommender revenue is also included in the revenue column. Calculate the percentage of revenue generated by recommendations by dividing recommender by revenue.
AOV: Average order value, or the average of all conversions during a given time frame
Managing the Conversion Dashboard
When viewing the message details you may want to limit the messages in your view. You can use the settings below to control which messages appear.
Collapse All: Collapses the list of messages to show only the Campaigns
Expand All: Expands the list of messages to show all levels (Campaigns, Version, Message)
Hide messages with no conversion: Hide messages that have not generated any revenue during the selected timeframe
Collapse Icon (Down Arrow): Click this to roll up your information one level
Expand Icon (Side Arrow): Click this to drill down your information one level
Underlined Numbers: Click any underlined number to drill down further into the data
Export Icon: Click this to download an Excel file of the metrics to your computer. Select from the following report options:
Campaign View: A higher level look at performance by campaign and message
Detailed View: A deeper look at performance at a message level
⚠️ You may notice the private.listrak.com email address appear in the Conversion Dashboard Detail Report. You are not able to drill into these email addresses any further. Click here for more information.