Key Performance Indicators
Browse to the home page to check key performance indicators for your platform. These indicators show the number and percentage of messages delivered, opened, clicked, unsubscriptions, and error rates.
Metrics are calculated for deliveries sent over the previous seven days by default. You can change the period from the drop-down list in the upper-right section of the card. Messages sent to test profiles are excluded.
You can select the channel to display. By default, these indicators reflect metrics for the email channel.
Message delivered
The number of messages delivered reflects your deliverability rate. It can never be 100% for the following reasons: some addresses or phone numbers can be wrong, spam blockers at email providers may reject your messages, or deliverability issues can happen.
The Delivered indicator shows the following KPIs for each channel:
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Percentage of the number of messages delivered with success compared to the total number of messages sent.
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Sum of all messages processed with success.
In Adobe Campaign, the rule to mark a message as ‘Delivered’ is:
Count of messages for which the “seed address” field equals “No” and with a status equal to “Taken into account by the service provider” (for SMS), “Sent” (for Emails), or “Received on the mobile” (for Push notifications).
Total opens
Total opens are calculated by tracking the total number of times a message is opened, regardless of how many individual recipients generate those opens. This indicator is only available for emails.
The Opens indicator shows the following KPIs for each channel:
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Percentage of the number of messages opened compared to the total number of messages delivered with success.
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Sum of all messages opened, per channel.
Adobe Campaign detects message opens when the recipient downloads the images in the email. HTML and Multipart/Alternative emails include a 0-pixel image, which enables you to detect messages that have been opened. Since messages in text format do not include any images, it is impossible to detect whether they have been opened. Values calculated based on message opens are always estimates due to the error margin linked to image display.
Click-through rate
Add URLs in your message content to redirect recipients to a particular page. The click-through rate measures the number and percentage of recipients who clicked on a link in the message.
The Clicks indicator shows the following KPIs for each channel:
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Percentage of the number of clicks compared to the total number of messages delivered with success.
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Number of distinct people who clicked at least once in a delivery. Unsubscription links and links to the email mirror page are excluded.
These metrics are based on the Consolidated tracking table (nms:trackingStats). This aggregate table is used for performance reasons when displaying reports, instead of the Recipient tracking logs table (nms:trackingLogRcp). It is not calculated in real-time. The table is generated a few minutes after the tracking logs are retrieved.
Subscription rates
Recipients can opt in to Email and SMS communications.
The Subscriptions indicator shows the following KPIs for each channel:
- Percentage of the number of subscriptions compared to the total number of messages delivered with success.
NOTEUnsubscription rates
Recipients must be able to opt out from Email and SMS through a dedicated unsubscription link in the email content or by replying STOP to an SMS.
The Unsubscriptions indicator shows the following KPIs for each channel:
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Percentage of the number of unsubscriptions compared to the total number of messages delivered with success.
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Sum of all clicks to an unsubscription link, meaning with a URL category equal to “Opt-out.”
NOTEError rates
Some messages sent by your Adobe Campaign platform might not reach their destination. It can happen when the user address or phone has typos, if the recipient changed their email address, or if their mailbox is full. If a message cannot be sent to a profile, the remote server automatically sends an error message to Adobe Campaign. This error is qualified to determine whether the email address, phone number, or device should be quarantined.
Check and update your database regularly, and ensure all profiles are active and real. Delivery errors can be temporary or permanent—soft or hard bounce—depending on why the message was not delivered.
The Errors indicator shows the following KPIs for each channel:
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Percentage of the number of errors compared to the total number of messages to be delivered.
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Total number of errors cumulated during deliveries and automatic rebound processing.
Message sent
During the preparation phase, the direct mail extraction file is generated, but information concerning recipients (delivery logs) is not updated. The status of a delivery moves from Pending delivery to Sent when the Campaign user confirms the sending of the delivery. Then the delivery is set to Finished.
It can never be 100% of messages sent compared to the total of messages prepared, as some addresses can be missing or incomplete.
The Sent indicator shows the following KPIs for the Direct mail channel:
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Percentage of the number of messages sent compared to the total number of messages prepared.
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Sum of all messages sent.