The message activity report allows you to view analytics for messages the broadcast (full list or filtered sends) email messages. Only the messages on the list you are currently viewing will appear in the report. Viewable data includes activity such as opens, reads, and clicks.
💡 The Message Activity Report displays metrics for message sent during the specified date range and may represent activity that occurred outside the selected range.
For example: If today is 1/20/2022 and the date range selected is 1/1/2022 - 1/5/2022 the report will only display messages sent between 1/1/2022 - 1/5/2022, however the metrics displayed will reflect any activity that happened through 1/20/2022.
The Message Activity report can be found under Analytics > Message Analytics Message Activity.
Filtering Options
When navigating the Message Activity Report 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.
Date Range
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.
📌 Pre-built dynamic ranges are useful when scheduling exports.
Comparison Tool
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 Message Activity Dashboard. If Listrak was not active during the comparison timeframe the data will be compared to zero.
📌 Use the comparison tools to help comp holiday year-over-year.
Hide Multipasses
Enabling the hide multipass message checkbox removes any message sent using the multipass feature configured when sending a message from the statistics on the dashboard. Manual re-sends will not be removed with this setting.
Campaign Overview
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 compared activity on the graph and the increase in the overview metrics (in green) or decrease in metrics (in red).
Activity Graph
The activity graph shows sends, opens, reads, and clicks during the specified timeframe. You can toggle on or off specific metrics by clicking on the legend in the graph.
Overview
The overview section provides you with a high-level glance at key performance metrics for all of your broadcast email messages combined. Six metrics are available to view:
Sends: The total number of broadcast emails sent from a specific list in a given timeframe
Open %: The average open percentage from all messages
Click %: The average click percentage from all messages
Revenue: The total revenue generated by all conversions from messages in a given timeframe
Conversions: The total number of conversions across all messages
Conversion %: The average conversion percentage across all messages
📌 Keeping an eye on these trends can help identify changes in how your contacts are engaging with the email channel and your email program.
Message Details
This sectional allows you to see additional data, including an overview of the messages sent.
📌 Identifying spikes in metrics for a single message can provide insights into what motivates your contacts that you may want to adjust in future campaigns.
At the bottom of the chart you can adjust the properties to format your chart view.
Filtering Options
Show Messages: Select the number of messages to show in the chart view
Include Tests: if this checkbox is checked the metrics will also include any test messages sent using the send test or send review feature
Group By: Change how the broadcast messages are classified in the chart
Campaign: Group messages by the campaign value set in the message authoring process
Day of Week: Group messages by the day they were sent
Week: Group messages by the week they were sent. Weeks begin on Mondays
Month: Group messages by the calendar month they were sent
Quarter: Group messages by the quarter of year they were sent
Year: Group Messages by the calendar year they were sent
⚠️ Only messages sent within the timeframe will display and then be grouped based on the group by settings.
Show Thumbnails: When this setting is enabled a thumbnail of the messages will be displayed
Message Statistics
This section provides in-depth metrics of all broadcast messages sent during a timeframe that meets the filters applied.
View messages by their top-level categorization, based on the setting select above, such as campaign.
Use the expand arrow to view individual message performance.
Click on any of the underlined numbers to dive into additional reports.
The following metrics are displayed in the table:
Subject Line: The subject line of the message sent
Badging: Next to the subject line an indicator will appear for message sent using send time optimization, included dynamic content, or was a multipass
Sent Date: The date and time the message was sent from Listrak. If send time optimization was used this will reflect the default time
Sent: The number if messages sent to contacts
Delivered: The number of messages that reached the inbox
Bounces: The number of messages that bounce
Bounce %: The percentage of messages that bounced, calculated by dividing the number bounced by the number sent
Unsubscribes: The number of contacts who unsubscribe by clicking the unsubscribe link in an email
Unsubscribe %: The percentage of contacts who unsubscribed, calculated by dividing the number of unsubscribes by the number sent
Opens: The number of emails opened. An open is calculated when a contact loads an email in their inbox
Open %: The percentage of emails that were opened, calculated by dividing the number of opens by the number delivered
Reads: The number of emails read, a read is counted when a contact has engaged with an email for at least five seconds
Read %: The percentage of emails read, calculated by dividing the reads by the number of emails delivered
Clicks: The aggregated number of all clicks on an email. If a contact clicks more than one link all clicks will be counted
Total/Repeat/New: Breakdown of unique clicks by contacts
Total: The number of unique contacts who clicked through an email (unique clicks)
Repeat: The number of unique contacts who have clicked on a previous email
New: The number of unique contacts clicking through their first email
Click %: The percentage of contacts who clicked through an email, calculated by dividing the total unique clicks by messages delivered
CTOR: Click-to-open rate is the percentage of contacts who clicked through an email after opening, calculated by dividing the total unique clicks by the number of opens
Revenue: The amount of money generated by contacts who clicked through an email and went on to make a purchase
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 orders placed by contacts who clicked through an email
Conversion Rate: Calculated by dividing the number of conversions by the number of visits
AOV: Average order value, or the average amount spent on conversions in a message
Pass-Along: The number of contacts who forwarded an email using the pass-along feature
Capped: The number of contacts who did not receive an email due to meeting an established frequency cap
Domain Delivery: Dive deeper into the domain delivery report to show how contacts performed by domain
Message Dashboard: Dive deeper into the message performance to break down the message by how contacts are opening, revenue, and more
Appendix
Message Link Tracking Report
Access this report by clicking on the underlined number of clicks of a message. The report is broken into two parts - a pie chart and a spreadsheet
The pie chart displays the link name, the total clicks, and when hovered over, the click percentage.
The spreadsheet displays additional data associated with each link such as link type, total clicks, click %, unique clicks, CTOR, conversions, conversion rate, revenue, and revenue %.
