Keeping track of the metrics for your automated campaigns built in Listrak Conductor allows you to measure acquisition, track engagement, and potentially find spots for campaign optimizations. Three reports allow you to view metrics about how contacts are engaging with messages inside your conversations and provide access to additional reporting. You can also use these reports to access additional capabilities to dive even further into your performance.
⚠️ When viewing these reports you will only see the metrics for conversations saved on the list you are currently viewing. To see additional conversations switch to the list on which it is saved.
Conversation Analytics Report
The Conversion Analytics report is located under Analytics > General Analyltics Conversation Analytics.
On the report dashboard you will see all active campaigns on a specific list. In the top corner you can navigate between two different views of your conversations.
The 3 lines (hamburger) icon displays a list view of your conversations. The metrics displayed at this level show the reporting since the conversation was published.
The four square icon displays a grid view of your conversations.
In both views you will be able to access additional reporting. Learn more about these deep dives below.
Accessing Additional Reporting
In addition to high-level conversation metrics you can use the Conversation Analytics to access additional reporting.
Visual Analytics: Visual analytics provide insights into how contacts are flowing through a conversation. Click on the conversation name (list view) or grid icon (grid view) to access.
Conversation Activity: This report allows you to view the metrics of your conversation based on a specific date range. Click on any underlined engagement metric (list view) or the three line icon (grid view) to access.
Conversation Dashboard: This view allows you to view reporting on conversions, entry and exits over time, click activity and more. Click on the graph icon in both views to access.
Geo Tracking: This view allows you to see where people are located when opening, clicking, or reading emails from your automated campaigns based on their IP address. Click on the globe icon in both views to access.
Conversation Editor: Navigate to the conversation designer to make changes to the logic or messages in your campaign. Only available in the grid view by clicking on the conversation image.
Visual Analytics
Visual Analytics provide a quick way to view how contacts progress through a conversation. Use the date range picker to select the timeframe for the metrics. Once a timeframe is selected you can choose what type of metrics to view.
📌 The Visual Analytics report is a great way to quickly view the performance of a campaign and identify any errors.
Total Entries: Displays how all contacts have entered a conversation in a given timeframe. Depending on the settings of a conversation a single contact may be represented more than once.
Unique Participants: Displays how contacts have flowed through a conversation in a given timeframe. Each contact is only represented once.
Current Status: Displays where contacts who have entered the conversation are currently located.
Message Revenue: Displays the amount of money generated by contacts who converted from a conversation message.
⚠️ In current status you may see higher participant numbers than the total entries option. Current status includes anyone who was already in the conversation at the beginning of the time window, while total entries only includes people who entered during the time window.
Clicking on a step in the Visual Analytics will display additional information based on the type of step. For example, for message steps you will see conversions and in go-to steps you will see the number of contacts who were re-directed due to meeting the filter.
Conversation Activity
The Conversation Activity report allows you to view metrics in a given timeframe. Click on the underlined metrics in the list view or the three line icon in the grid view to access.
Select from a pre-built setting or use the calendar icons to choose a specific range. at the top of the report
Activity Graph
The activity graph provides a graphical representation of the number of messages sent, opened, read, or clicked during the timeframe. In the graph's legend click on a metric to show or hide it in the graph.
Message Activity Chart
The message activity chart breaks down activity metrics based on the messages engaged with during the set timeframe.
Messages are broken down by their thread (based on trigger step name), step (based on message name), and subject line. Multiple versions of a message may appear in the expanded view. Version 1 is the currently published version of a message. Version 2 and beyond are previous versions of a message. A new version is created when you update the properties (subject line, creative etc.) from within Conductor or commit a new saved message.
📌 Selecting a timeframe where both versions were sent allows you to see the impact of message changes, for example if a new subject line increased open rate.
Data Available
The following metrics can be viewed in the list view or in the Conversation Activity (click on any underlined number to view):
Conversation: The name of the conversation and campaign type. Only available in the List view
Subject: The subject line of the message. Only available in the Conversation Activity
Publish Date: The most recent published date of the conversation or message
Message Type: Indicates the email channel is used. Only available in the List view
Sent: The total number of messages sent from the conversation or message since it was initially published
Delivered: The total number of messages delivered from the conversation or message since it was initially published
Bounces: The total number of bounced messages returned from the conversation or message since it was initially published
Bounces %: The percentage of messages bounced, calculating by dividing the number bounced by the number of messages sent
Unsubs: The total number of contacts who unsubscribed from a message in the conversation
Unsubs. %: The percentage of contacts who unsubscribed, calculated by dividing the number of contacts who unsubscribed by the number of message sent
Opens: The total number of times a contact opened any message in the published conversation or broken down by message
Opens %: The percentage of contacts who opened the message they were sent in a conversation, calculated by dividing the number of opens by the number of messages delivered. Open % does not count unique contacts
Reads: The total number of times a contact read any message in the published conversation or message
Reads %: The percentage of contacts who read the message they were sent in a conversation, calculated by dividing the number of reads by the number of messages delivered
Clicks: The total number of times a contact clicked any message in the published conversation or broken down by message. Multiple clicks in a single email will be included in the clicks metric
Clickers: The total number of unique clicks through messages in the conversation or broken down by message. Only one click per contact will be included in this metric
Clickers %: The percentage of contacts who clicked through an email, calculated by dividing clickers by number of messages delivered
Click to Open Rate (CTOR): The percentage of contacts who clicked through an email after opening, calculated by dividing the number of clickers by the number of messages opened
Revenue: The total value of conversions from messages published in the conversation over all time or broken down by message
Visits: The total number of unique visits to the site per message for all messages in the published conversation or broken down by message
Conversions: The total number of conversions for all messages in the published conversations or broken down by message
Conversion Rate: The total percentage of visits that resulted in a purchase, calculated by dividing conversions by visits
Average Order Value (AOV): The average spend for contacts across all messages, calculated by dividing revenue by the number of conversions or broken down by message.
Pass-along: The total number of messages forwarded using Listrak's pass-along feature
Conversation Dashboard
Selecting the graph icon opens the Conversation Dashboard. Select from a pre-built setting or use the calendar icons to choose a specific range.
The following widgets are available on the Conversion Dashboard:
Conversation Activity Overview: Displays the number of messages sent, opened, read, and clicked in the specific timeframe selected
Published Messages: Displays the performance of messages currently published in a conversation. These statistics display metrics since the message was published.
Sales Conversions: Displays the amount of revenue generated by the messages in the selected conversation within the specific timeframe selected
Conversation Activity: Graphical representation of the number of messages sent, opened, read, and clicked during the specified timeframe
Participation: The number of contacts who enter a conversation on a given day
Participation Delta: The change in the number of contacts in a conversation on a given day
Entries vs Terminations: A graphical representation of the number of contacts who begin (enter) a conversation and those who exit. Exits may be due to finishing the flow or unsubscribing
Step Activity: A graphical representation of the number of contacts who interact with each step type on a given day
Termination Reasons: The reason a contact has been removed from the conversation during the selected timeframe. The two reasons are normal (completed the conversation) or no longer on the list (contact unsubscribed)
Contact Open Activity: A pie chart that displays how recently a contact has opened an email. All contacts who have entered in the conversation will be represented
Contact Click Activity: A pie chart that displays how recently a contact has clicked an email. All contacts who have entered in the conversation will be represented
Bounce Reasons: A pie chart that displays the reasons a contact's email bounced during the specified timeframe
Abuse by ISP: A pie chart that displays the abuse information from all ISPs since a conversation was published
Activity by Email Client: A pie chart that displays the percentage of contacts who opened an email on a specific email client since the conversation was published
Top Steps: Displays the steps in the conversation used by the largest number of contacts
Top Triggers: A pie chart that displays the most used triggers (external events or list events) in the given timeframe
Top Wait Durations (Days): The most common wait step durations in the given timeframe
Activity by Country: The country a contact opened an email from since the conversation was published based on their IP address
Activity by State: The state a contact opened an email from since the conversation was published based on their IP address
Sends/Opens by Time of Day: The total number of emails sent or opened each hour across all messages over the specific timeframe
Unsubscribe Reasons: A pie chart of the reasons a contact unsubscribed
Top Sent Domains: A pie chart that displays the top email domains since the conversation was published
Top Sales by Message: The amount of revenue broken down by subject line generated during the specific timeframe
Top Sales by Thread: The amount of revenue broken down by the trigger step name generated during the specific timeframe
💡 Click the gear icon in the top right corner to show or hide additional widgets
GeoTracking
Geotracking provides insight into how contacts are opening, reading, or clicking based on their IP address. Click on an email address in the sidebar or shaded area of the map to view additional reporting. You can also Zoom In to gain a more granular view.
From the in-depth report you will see a chart of openers that breaks down their country, region, and postal code.