Campaign Analytics allows you to track the overall performance of all OptiMonk campaigns (popups, website personalization, A/B testing) on orders and revenues and monitor performance on the campaign level, as well. With this simple dashboard, you can stay up-to-date on campaign performance and keep making tweaks to your campaigns to improve results.
In this article, we’re giving you an overview on:
1. How to access Campaign analytics
Campaign analytics is available under the ‘Campaign Analytics’ tab on the navbar.
2. Stats included in your Campaign Analytics report
The campaign analytics report provides a domain-level overview of the overall performance of OptiMonk campaigns and gives further details on campaign-level performance.
If you're managing OptiMonk campaigns across multiple domains, just choose the domain from the dropdown you want to see stats for.
At the top of the page, get a comprehensive overview of domain-level data, including visitor counts, orders, and overall site conversion rates—key metrics tracked by OptiMonk.
2.1. Domain-level statistics
The domain-level data is not influenced by OptiMonk campaigns. These figures represent the overall performance of the domain during the selected date range.
Domain-level statistics include:
- Visitors - The total number of unique visitors who visited your site during the selected date range.
- Visitors with orders - The number of visitors who placed an order at least once during the selected period.
- Conversion rate - The “visitors with orders” divided by the number of visitors. It shows what percent of your visitors ordered in the selected period.
- Total orders - The number of orders placed in the selected date range.
- Revenue - The revenue generated in the selected period.
- Average order value - The average value of orders placed in the selected date range.
Below you can see a broken-down report on the campaign level. This is the data the company achieved in the influence of OptiMonk campaigns.
2.2. Campaign-level statistics
These are the reports that show the performance of your campaigns.
Different campaigns require different metrics to track success. Choose your preferred aspects to tailor the performance metrics of your campaigns:
- Assisted revenue: See how much of your revenue is directly attributed to a specific campaign or variant.
- Total revenue: Measure how much of your revenue is influenced in any way by a certain campaign or variant.
- Visitors with carts: The number of visitors who have added a product to their cart after viewing your campaign.
- Any Custom Conversion Event: Measure the performance of your campaigns based on any other Custom conversion event you set up.
2.3. Where does the revenue data come from?
Order data to Campaign Analytics is sourced directly from Shopify or Google Analytics 4.
1. Shopify: For Shopify stores directly integrated with OptiMonk, we fetch data hourly from Shopify.
2. GA4: We source revenue and order data from GA4 if:
- Your store is not Shopify-based, or
- Your store is Shopify-based but you've installed the OptiMonk code via Google Tag Manager instead of the OptiMonk app in your Shopify store.
For OptiMonk to synchronize data correctly, orders must be sent to GA4 with the event name "purchase." In this setup, data can be sourced directly or through Google Tag Manager. When purchase events are sent to GA4 in:
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- Default mode: Both order and revenue data are measured.
- Custom mode: Only order data is measured; revenue data is not included.
3. Assisted Revenue report
It's your go-to measure for understanding post-conversion revenue.
- How it works: You can see how much money visitors spend after converting through your popups or other campaigns. Simply put, if a visitor converts to any of your campaigns and then makes a purchase, that revenue is classified as "assisted revenue." You can find this data under the "Campaign Conversion" section on your campaign details page.
- Attribution: 5-day, conversion-based. If someone signs up through one of your popups and places an order within 5 days, this order will be attributed to the campaign as an Assisted Order and Assisted Revenue.
- When to use it: It's the best way to measure the direct attribution of a popup to your revenue. You can see how much money you earned directly
In this report the following metrics are displayed:
- Visitors - The number of visitors who’ve seen your campaign.
- Impressions - The number of times your campaigns have been shown, possibly multiple times to the same visitor.
- Conversions - The number of times a visitor performs any action that is reported as a conversion, like making an order, filling out a form or clicking on the "Call to action" button in a campaign.
- CR% (Conversion rate) - The percentage of visitors who completed the goal of a campaign, which can be making an order, filling out a form or navigating to a page (=Thank you page)
- Uplift - For A/B tests, uplift indicates the improvement in performance of a test variant compared to the control group. If your campaign lacks a Control variant, this column will be empty. For campaigns with multiple variants, click the campaign's arrow to view how different variants perform against the Control.
- Chance to win - The probability that a variation will outperform the control variant. If you do not have a Control variant in your campaign, this column will not contain a value.
- Assisted orders - Orders placed after a conversion of an OptiMonk campaign, within the defined attribution window.
- Assisted revenue - Revenue generated after conversion of an OptiMonk campaign within the defined attribution window.
💡 Please, note that the report is updated once every hour.
4. Total Revenue report
This is your go-to report for evaluating A/B test results.
- How it works: You can see how much money visitors spend after encountering your campaign, regardless of whether they converted or not. For Total Revenue attribution, simply viewing the campaign is enough.
- Attribution: 5-day, impression-based. In this report, we attribute revenue to a campaign when a visitor views it and makes a purchase within five days—even if they don't convert within the campaign itself.
- When to use it: It's ideal for evaluating A/B tests, especially when comparing variants against a control. This is also the best way to measure the effectiveness of any embedded or Dynamic Content campaign.
On the Total Revenue report, the following metrics are displayed:
- Visitors - The number of visitors who’ve seen your campaign
- Impressions - The number of times your campaigns have been shown, possibly multiple times to the same visitor
- Visitors with orders - The number of visitors who reached the goal at least once within 5 days after they saw the campaign
- CR% (Conversion rate) - The number of conversions is divided by the number of impressions
- Uplift - For A/B tests, uplift indicates the improvement in performance of a test variant compared to the control group. If your campaign lacks a Control variant, this column will be empty. For campaigns with multiple variants, click the campaign's arrow to view how different variants perform against the Control.
- Chance to win - The probability that a variation will outperform the control variant. If you do not have a Control variant in your campaign, this column will not contain a value.
- Total orders - The number of orders placed within 5 days after a campaign was triggered.
- Revenue - The revenue generated within 5 days after a campaign was triggered
- Average order value - The average value of orders placed within 5 days after a campaign impression.
- Revenue uplift - Revenue uplift is the measured difference between the revenue of the campaign variants considered in the test compared to the control group. If you do not have a Control variant in your campaign, this column will not contain a value. If you do have multiple variants, click on the arrow of the campaign and you will see how the different variants are performing compared to the Control variant.
💡 Please, note that the report is updated once every hour.
5. How to customize your Campaign analytics report
You have 3 options to customize your Campaign Analytics reports:
5.1. Choose the domain
For campaigns across multiple domains, simply choose the domain from the dropdown the campaigns of which you’d like to analyze.
5.2. Choose which devices to include in the report
- Desktop
- Mobile
- Desktop & Mobile
Please note that device-specific data is only available for dates after 21 February 2024. If you filter for dates before that, Campaign Analytics might not show you any data.
5.3. Set the date range
Adjust the date range to filter your reporting data for a specific timeframe.
If you have any further questions or need help, please contact us via support@optimonk.com.
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