As marketers there are often two main benchmarks used to looking at email performance: message engagement and conversions.
Within the Listrak Platform, you can measure message engagement for your broadcast messages using the Message Activity Report, or email conversion metrics using the Conversion Dashboard. The Performance Summary also includes both engagement and conversions for both email and SMS messages sent from your Listrak account. However, you may find that the metrics differ on these reports. This occurs because the dates used to filter the report utilize two different metrics.
The Message Activity Report
This report can be accessed under Analytics > Message Analytics Message Activity
The message activity report displays metrics of messages sent during the selected timeframe.
For example:
A timeframe of Last 30 days, will display metrics for all message sent during the last 30 days.
If today is 1/20 and the date range selected is 1/1-1/5 the report will only display messages sent between 1/1-1/5, however the metrics displayed will reflect any activity that happened through 1/20.
Conversion Dashboard
This dashboard can be viewed under Solutions > Conversion Dashboard
The conversion dashboard displays metrics for messages where revenue was generated during the selected timeframe.
For example
A timeframe of Last 30 days, will display revenue generated via the email channel in the last 30 days.
If today is 1/20 and the date range selected is 1/1-1/5 the report will only display conversions for orders placed between 1/1-1/5.
Understanding the Attribution Window:
By default, Listrak utilizes a 30 day last click attribution method to attribute revenue across the Listrak platform. If a contact clicks through an email and makes a purchase in the next 30 days, the revenue will be attributed to that message (if they have not clicked through another message).
📑 Learn more about revenue attribution in this article.
The attribution window can be adjusted and will impact the conversions displayed. For example, if adjusted to a 7 day window, the Conversion Dashboard would show revenue generated in the last 90 days for contacts who last clicked that specified email and made a purchase within 7 days.
Performance Summary
This dashboard can be viewed under Dashboards > Performance Summary
The summary displays metrics of message sent during the selected timeframe.
For example, a timeframe of the last month, will display clicks, conversions, and other metrics for all messages sent in the previous month.
Conversions and revenue represent the orders placed during the selected timeframe; the same manner in which the Conversion Dashboard is calculated.
Email engagement activity (opens, clicks unsubscribes etc.) reflects any engagement data with the message and may represent activity that occurred during and outside the selected range; ; the same manner in which the Message Activity Report is calculated.
For example:
If today is 1/20 and the date range selected is 1/1-1/5 the report will only display messages sent between 1/1-1/5.
The engagement metrics displayed will reflect any activity that happened through 1/20.
The revenue and conversions will display ONLY activity from 1/1-1/5.