The Performance Summary provides an overview of your message performance across messaging channels and Listrak lists or short codes. This allows you to see performance metrics in a single location, regardless of messaging channel.


Accessing the Performance Summary and Updating the Chart

The performance summary can be accessed from anywhere within the Listrak platform.

📌 Navigate to Dashboards > Performance Summary

When viewing the performance summary the default view displays metrics from last 7 days for the messages sent from recently used email or SMS short codes.

Updating Data Displayed

One of the ways data can be updated is by changing the number of days for which data is displayed. To update, click on the date range at the top of the chart to adjust the timeframe of data displayed in the summary. Use the calendar to select the beginning and end of the date range, or type in the box. Click Apply to refresh the data to display the new date range.

💡 The default view is last 7 days. The timeframe can be adjusted from 1 - 60 days.

The second way you can change the data displayed is by adjusting the lists that are reflected in the report. Click the lists button to see all lists for both the email and SMS channel that are configured in your account. Check the box next to each list to display data from the messages sent during the selected timeframe.

You can also change the specific columns of data by clicking on the Show/Hide Columns button. The checked data points will then appear in the Performance Summary table.

💡 If you need more space to view your columns, click Full Screen.


Viewing the Performance Data

The chart will group messages into three main categories:

  • Broadcast Messages: This grouping will include one-time or recurring scheduled email sends (including split tests and recurring automated campaigns) and one-time or recurring scheduled SMS messages (including split tests and recurring data acquisition campaigns).

  • Triggered Messages: This grouping will include all automated campaigns built in Journey Hub or Listrak Conductor including Shopify Transactional journeys. Messages sent as part of an SMS's contact's sign-up or direct reach out will also be included in triggered messages. These include: Two-Way SMS Conversations, Keyword and List Subscription Campaigns, and System Messages.

  • Transactional Messages: This grouping includes all transactional message types sent using Listrak's Transactional API calls but will not include Shopify Transactional Journeys.

⚠️ Each category will have an aggregate total for all messages of that type sent during the timeframe. Visits, conversions, revenue and other metrics may record activity that happened after the timeframe you have selected (if viewing data in the past).

When you open each messaging channel you will see the individual messages and it's metrics. The messages will be sorted based on most recent send date within each category and channel. When viewing metrics you may see icons appear instead of numeric data. The minus sign indicates a data point is not relevant to the specific message of channel (e.g. opens are not used to track SMS message engagement). The clock icon indicates a data point that is coming soon and will soon be available in the report.

⚠️ Some message types or channels may not populate based on the lists you have selected.


Analytics Glossary

Read below to learn more about the specific metrics displayed in the Performance Summary. These metrics record all activity for messages sent during the timeframe, even if activity occurred after the time selected.

⚠️ When a minus sign appears for a specific metric, the metric does not apply to the specific channel, for example, open rate for SMS messages.

  • Send Date: The date the message was sent from within the Listrak platform.

    • Send date is not available for Triggered and Transactional messages.

  • Revenue: The total spend of contacts who last clicked the specific message and went on to make a purchase.

  • Sends: The number of messages sent from within the Listrak platform.

  • Delivered: The number of messages that were successfully delivered to a contact's email or mobile device.

  • Delivered Rate: The percentage of messages that were successfully received vs. failed messages, calculated by dividing the number of messages delivered by the number of messages sends.

  • Clicks: The total number of times a link in a message was clicked.

    • SMS clicks count all clicks related to messages that were sent during the date range.

  • Click Rate: The percentage of contacts who clicked through an email after opening, calculated by dividing clicks by the number of delivered messages.

  • Unique Clicks: Represents the total number of contacts who clicked at least one link in a message. Each contact is only counted one time.

  • Unique Click Rate: The percentage of contacts who clicked through an email, calculated by dividing unique clicks by messages delivered

  • Bounce/Fails: The number of messages that could not be delivered to a contact's email inbox (bounces) or mobile device (fails).

  • Bounce/Fail Rate: The percentage of contacts who did not receive a message, calculated by dividing the number of message bounced or failed by the number of messages sent.

  • Unsubscribed: The number of contacts who unsubscribed by clicking through the message.

  • Unsubscribe Rate: The percentage of contacts who unsubscribed after receiving the message, calculated by dividing the number of unsubscribes by the number of messages delivered.

  • Opens: An email-only metric that displays the number of messages where the Listrak email tracking pixel was loaded or where an email was clicked even without the pixel loading.

    • This value will not populate for SMS messages

  • Open Rate: An email-only metric that displays the percentage of emails that were opened, calculated by dividing the number of messages opened by the number of messages delivered.

    • This value will not populate for SMS messages

  • Reads: An email only metric that displays the number of messages where the contact opened an email and the content was engaged with for at least five seconds.

    • This value will not populate for SMS messages

  • Reads Rate: An email-only metric that displays the percentage of contacts who read a message, calculated by dividing the number of messages by the number of messages delivered.

    • This value will not populate for SMS messages

  • CTOR: An email-only metric that displays the percentage of contacts who clicked through an email after opening, calculated by dividing unique clicks by the number of opens.

  • Conversion: The total number of contacts who made a purchase after clicking through the message.

  • Conversion Rate: The percentage of contacts who made a purchase after returning to the site, calculated by dividing the number of conversions by the number of visits.

  • AOV: The average purchase value of contacts who purchased after clicking through the message.

  • $/Message: The total revenue generated by the message for every 1,000 contacts who received the message.

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