CX - Campaign Activity Analysis
This table describes the Marketing (Eloqua) Campaign Activity Analysis metrics.
| Metric | Metric Definition |
|---|---|
| # of Bouncebacks | The total Emails that returned a Bounceback (hard or soft) |
| # of Email Clickthroughs | The total Email Clickthroughs. This includes multiple clicks by the same recipient |
| # of Email Opens | The total opens by email recipients (original recipients or email forwards). An open is counted every time the email is opened. |
| # of Emails Delivered | The total Emails Delivered. This metric is computed as follow: (# of Email Sent - # of Email Bounceback) |
| # of Emails Sent | The total Emails Sent |
| # of Existing Visitor Clickthroughs | Total Email Clickthroughs by returning visitors. A returning visitor has an existing Oracle Eloqua cookie. The cookie is unique to the browser and device. |
| # of Form Submissions | The total Form submissions. This includes multiple submissions by the same contact |
| # of Hard Bouncebacks | The total Emails that returned a Hard Bounceback. A hard bounce back is an Email that permanently couldn't be delivered. |
| # of Landing Page Views | The number of times the landing page was viewed. If a visitor visits the page multiple times, all those views are counted. |
| # of New Contacts | The total new Contacts. A contact is considered new if the contact record was created as a result of a campaign response. Your organization defines what a response is and the priority of the response using response rules. |
| # of New Leads | The total new leads generated by the campaign. A lead is generated if a contact is newly acquired and responds to the campaign. Contacts are considered leads only once, so contacts are considered new leads only the first time they respond to a campaign. For subsequent responses, the contact is considered an existing lead. Your organization defines what a response is and the priority of the response using response rules. |
| # of New Visitor Clickthroughs | Total email clickthroughs by new visitors. An new visitor does not have an Oracle Eloqua cookie. The cookie is unique to the browser and device. |
| # of Page Views | The number of times that a page was viewed. A visitor might view the page multiple times during a visit and this metric counts each of those views. One page view is counted every time the page is loaded. |
| # of Possible Forwarders | The total original recipients that forwarded the email atleast once |
| # of Responses | The total response activity for the campaign. Your organization defines what a response is and the priority of the response using response rules. Although a campaign member might respond in many ways to a campaign (for example, clicking through an email or submitting a form), Oracle Eloqua records only the response deemed by your organization as the highest priority response. For example, a form submit at your organization might be considered a higher priority response than an email click-through. So, even if a contact performed both of these responses, Oracle Eloqua records the form submit as a response to the campaign. Responses are captured for a campaign only after the campaign's reporting start date. |
| # of Soft Bouncebacks | The total Emails that returned a Soft Bounceback. A soft bounce back is an Email that temporarily couldn't be delivered. |
| # of Spam Unsubscribers by Email | The total Email recipients that marked the email as Spam |
| # of Unsubscribes by Email | The total Email recipients that Unsubscribed. (Globally or Spam Unsubscribed) |
| # of Visitors | The unique visitors to a web page. A visitor is identified by the unique visitor identifier that is part of the Oracle Eloqua cookie. The cookie is unique to the browser and device. |
| Average Landing Page Time | The average amount of time spent on a Landing page. This metric is computed as follows: (Landing Page Time / Landing Page Views) |
| Average Responses | The average number of campaign responses (Total Response / Campaign Count) |
| Bounceback Rates | The Email Bounceback rate. This metric is computed as follows: (Total Soft and Hard bouncebacks / Total Emails sent) * 100 |
| Clickthrough Rate (CTR) | The Clickthrough Rate. This metric is computed as follows: (Total Clickthroughs / Total Emails Delivered) * 100 |
| Delivered Rate | The email Delivered Rate. This metric is computed as follows: (Total Emails delivered / Total Emails sent) * 100 |
| Hard Bounceback Rate | The Hard Bounceback rate. This metric is computed as follows: (Total Hard bouncebacks / Total Emails sent) * 100 |
| Landing Page Time | The total amount of time visitors spent on a Landing Page in seconds |
| Open Rate | The Email Open Rate. This metric is computed as follows: (Total Emails Opened / Total Emails Delivered) * 100 |
| Possible Forward Rate | The Possible Forward Rate. This metric is computed as follows: (Total Possible Forwarders / Total Emails Delivered) * 100 |
| Soft Bounceback Rate | The Soft Bounceback rate. This metric is computed as follows: (Total Soft bouncebacks/Total Emails sent) * 100 |
| Unsubscribed Rate | The Unsubscribe Rate. This metric is computed as follows: (Total Unsubscribes / Total Emails Delivered) * 100 |
| # of Outbound Activities | The amount of Outbound Activity. Outbound activities include emails sent, emails delivered, and surveys sent. This counts all of the activity including multiple activities by the same campaign member. An outbound activity can be generated by a contact that was initially targeted by the campaign or by a contact that performed an outbound activity (for example, via a forwarded email). |
| # of Inbound Activities | The amount of Inbound Activity. Inbound activities include email opens, clickthroughs, form submissions, and so on. This counts all of the activity including multiple activities by the same campaign member. An inbound activity can be generated by a contact that was initially targeted by the campaign or by a contact that performed an inbound activity (for example, via a forwarded email). |
| # of Marketing Activities | Total number of activities (total outbound+inbound) |
| # of Campaign Members | The total contacts that entered campaigns included in the analysis. Campaign members could be contacts that were initially targeted by the campaign, or contacts that performed an inbound activity (for example, a contact that clicked through an email that was forwarded to them). |
| # of Campaigns | The total Campaigns included in the Analysis |
| # of External Activities | The activity that occurred outside of Oracle Eloqua. For example, attending a trade show, or interacting with an app such as WeChat. Your organization defines external activities. |
| Inbound Activity Rate | The total inbound activities divided by the total Campaign member (Total Inbound Activities/Campaign Members)*100 |
| Response Rate | The total campaign responses divided by the total campaign member (Total Responses/Campaign Members)*100 |
| Cost/Inbound Activity | The total Campaign Cost per Inbound Activity. This metric is calculated as follows: Campaign Actual Cost/'# of Inbound Activities |
| Cost/New Lead | The total Campaign Cost per New Lead. This metric is calculated as follows: Campaign Actual Cost/'# of New Leads |
| Cost/Response | The total Campaign Cost per Response. This metric is calculated as follows: Campaign Actual Cost/'# of Response |
| Average Responses | The average number of campaign responses (Total Response/Campaign Count) |
| Click to Open Rate | The Click to Open Rate. It is the unique clickthroughs by the original recipient divided by the unique opens by the original recipient. This metric ignores possible forwards. This metric is computed as follows: (Unique Clickthroughs/Unique Opens) * 100 |
| Form Conversion Rate from Email | The total Form Submissions that can be attributed back to the Email Sent is divided by the total Email Delivered. This metric is computed as follows: (Total Form Submissions from Emails Sent/Total Emails Delivered) |