Metrics and reporting

Once your program is live, reviewing a variety of metrics helps you ensure your audience is engaging with the content.

An engagement program stream that has the number of exhausted members highlighted at the bottom of the stream.

Content exhaustion

Members who have received all available content in the stream are in a status called content exhaustion. These members remain idle in the stream until more content is added or the stream cadence is paused.

One way to view how many people have exhausted content is the stream exhausted content notification bar, shown here. By default, this displays the number of exhausted members immediately after each cast. In this example, there are 265 members who will not receive any more content from this stream.

The notification bar can be turned off in the Setup tab, if desired.

Engagement score

The engagement program has its own dashboard featuring a metric called an Engagement Score. This ranges from 0 to 100 and is weighted to account for both engaged and unengaged behavior. The score is calculated using a Marketo Engage proprietary algorithm.

For emails, the score considers:

  • Opens

  • Clicks

  • Successes

  • Unsubscribes

Higher scores are better. It is benchmarked against nurture-style emails to give an average score of 50 and is refreshed every 72 hours.

The engagement score in the engagement program dashboard.

The engagement score is a balanced way to look at the performance of your content. Rather than focusing on a single metric, it takes many data points into consideration.

Explore the rest of the engagement dashboard by clicking each of the icons below.

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Summary
This widget shows your program engagement score, the total percentage of members who have unsubscribed, and a countdown to the next scheduled cast.
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Exhaustion
Updated immediately after each cast, this widget displays a breakdown of program members and how many casts before they have exhausted all the content. Zero (0) is the next cast. Hovering over each bar displays the number of people who will run out of content after that cast. This can help you with planning, whether that’s adding content to a stream, pausing cadence for those people, or moving them to a different engagement program or stream.
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Engagement Over Time
This widget shows the average engagement score for your content. Select the gear icon to select all content or a specific piece of content. This example is focused on a single email. You can see the content was edited in mid-May, and the engagement score jumped from about 35 to about 65. Because that was the only change, you can attribute the improved performance to those edits.
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Highest Engagement
This widget shows all the content in the program, with the highest scoring content at the top by default. You can change the sort order to lowest first, newest to oldest, or oldest to newest to see which content is most effective.
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Demonstration: review the engagement dashboard

Learn to monitor the performance of an engagement program by accessing the engagement dashboard. Your dashboard will not contain data until your program has launched and your first email has cast.

https://video.tv.adobe.com/v/3472117?learn=on
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Next, review the key takeaways for this module.

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