Campaign reporting and metrics

After you've launched a multi-step campaign or simple email campaign, you can use various metrics to measure the campaign's performance.

Find out more about campaign reporting and metrics:

Important: Campaign operational reports only report on the last 3 months of campaign data. If you need to look further back into a campaign's history, use Insight reports or Oracle Eloqua dashboards.

Accessing operational reports from a campaign

You can access reports directly from a campaign. If you want to report on multiple campaigns or report on a campaign's performance beyond the last 3 months, you should use Insight reports.

To access reports:

  1. Navigate to Orchestration An image of the Orchestration icon., then click Campaigns.
  2. Open the campaign you want to report on.
  3. Choose an option:
    • From the campaign canvas, click An image of the Reports icon. Operational Reports on the right side.
    • From a simple campaign or A/B testing campaign, select An image of the Actions button and then click Operational Reports.

Tip: You can download the Campaign Entry and Campaign Exit reports to a .csv or Microsoft Excel file. To view and export a report of segment members within a campaign, see Viewing segment members in campaigns and programs.

Overview of campaign operational reports

The following table describes the reports available from a campaign:

Report Description
Campaign Audit The campaign audit provides a history of a campaign's creation, modification, activation, or deactivation. You can use this report to see who made changes and when. If you have a large team of marketers creating campaigns in Oracle Eloqua, the audit can help ensure transparency and organizational visibility.
Campaign Email Statistics The email statistics report displays recent activity for any emails that are a part of a campaign.

This report shows the frequency and success rate of email delivery and performance (such as opens, clickthroughs, etc.).

If your campaign has multiple emails being sent at different points, the report can offer information about to which emails are generating interest or keeping people's attention, and which emails are being ignored or otherwise prompting contacts to unsubscribe.

Overall, use this report as a spot-check to ensure that your campaign is working.
Campaign Entry The campaign entry report shows how and when contacts entered a campaign.

The primary ways a contact enters a campaign are from segments, from other campaigns and programs, or from form processing. However, this report can show additional ways such as through a custom object set or cloud feeder.

Use this report to ensure that your campaign is performing correctly, and that contacts are entering the campaign from the intended sources.
Campaign Exit The campaign exit report shows how and when contacts exited a campaign.

Use this report to ensure you understand why contacts exited a campaign, ensure that the campaign is performing as expected, and that contacts are flowing the correct campaign path.

Understanding campaign performance metrics

The following table describes the metrics used to measure campaign performance. For multi-step campaigns, these metrics are available from the Campaign Email Statistics report. For simple email campaigns or A/B testing campaigns, you can view these metrics once your email is sent. Learn more about definitions for campaign metrics.

Tip: For multi-step campaigns, you cannot view form performance rates from the Campaign Email Statistics report. To view form performance information for a multi-step campaign, use Insight reports.

Metric Description
Sent The total emails sent.
Total Delivered

The total emails delivered. (Total Sends - Total Bouncebacks)

Note: A sent email is considered unless the receiving ISP reports a bounceback. Because there can be delays in the ISP sending that bounceback report, the total delivered emails may change over time.

Hard Bounces The total emails that returned a hard bounceback. A hard bounce is an email that permanently could not be delivered.

A hard bounce is an email that permanently could not be delivered. Some common reasons for hard bounces include an invalid email address or domain name.

For more information, see About bounces.
Soft Bounces

The total emails that returned a soft bounceback. A soft bounce is an email that temporarily could not be delivered.


A soft bounce is an email that temporarily could not be delivered. This could mean that the email address is valid, but the recipient's inbox was full, the mail server was unavailable, or the email message was too large. These bounces may still be delivered at another time.

For more information, see About bounces.
Delivery Rate The total emails delivered divided by the total emails sent. (Total Delivered / Total Sent)
Total Opens

The total opens by email recipients (original recipients or email forwards). An open is counted every time the email is opened.

Unique Opens The total recipients (original recipients or email forwards) that opened an email at least once. One open is counted for each recipient that opened the email.
Open Rate The total opens divided by the total number of times an email was delivered. (Total Opens / Total Delivered)
Total Clicks The total clickthroughs. This includes multiple clicks by the same recipient. System Action links are not tracked.
Unique Clickthroughs

The total recipients (original recipients or email forwards) that clicked at least one tracked link in an email. One clickthrough is counted for each recipient that clicked a link in the email.

Click-Through Rate (CTR) The total clickthroughs divided by the total number of times an email was delivered. (Total Clickthroughs / Total Delivered)
Unsubscribed

The total email recipients that unsubscribed (globally or spam unsubscribed).

Conversions or Total Submits

The total form submissions.

Note: This is only available for simple campaigns or A/B testing campaigns. To view form performance information for a multi-step campaign, use Insight reports.

Campaign Conversion Rate

The total forms submitted divided by the number of times the form was viewed. (Total Form Submissions / Total Form Views)

Note: This is only available for simple campaigns or A/B testing campaigns.

Total Visits The total visits to a landing page associated with the email.

Note: This is only available for simple campaigns or A/B testing campaigns.

Related

Insight campaign metrics

Email Analysis Overview report

Campaign Analysis Overview report

Campaign Analysis dashboard

Email Analysis dashboard