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:
- Accessing operational reports from a campaign
- Overview of campaign operational reports
- Understanding campaign performance metrics
Important: Campaign operational reports only report on the last 3 months of campaign data.
Accessing operational reports from a campaign
You can access reports directly from a campaign.
To access the operational reports:
- Navigate to Orchestration
, then click Campaigns. - Open the campaign you want to report on.
- Choose an option:
- From the campaign canvas, click
Operational Reports on the right side. - From a simple campaign or A/B testing campaign, select
and then click Operational Reports.
- From the campaign canvas, click
Tip: You can download the Campaign Entry and Campaign Exit reports to a .csv or Microsoft Excel file.
Overview of campaign operational reports
Note: You must have the View 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. |
| Campaign SMS Statistics |
Important: This feature is only available if your organization has purchased SMS services. Please contact your account manager for additional information and pricing. The SMS statistics report displays recent activity for any SMS messages that are a part of a campaign. |
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.
Tip: For multi-step campaigns, you cannot view form performance rates from the Campaign Email Statistics report.
SMS metrics
| Metric | Description |
|---|---|
| Sent | The total SMS messages sent. |
| Failed | The total number of failed messages. Failed messages were not sent at all. A message failure could be a skipped message (no code available for the country) or an error with the SMS service. |
| Total Delivered |
The total SMS messages delivered (Total Sends - Total Bouncebacks) |
| Hard Bounces |
The total messages that returned a hard bounceback. A hard bounce is a message that permanently could not be delivered. A common reason for hard bounces includes an invalid phone number. |
| Soft Bounces |
The total messages that returned a soft bounceback. A soft bounce is a message that temporarily could not be delivered. These bounces may still be delivered at another time.
|
| Total Clicks | The total clickthroughs. This includes multiple clicks by the same recipient. System Action links are not tracked. |
| Unique Clickthroughs |
The total recipients that clicked at least one tracked link in an SMS message. One clickthrough is counted for each recipient that clicked a link in the SMS. |
| Unsubscribed |
The total SMS messages recipients that unsubscribed. |
Email metrics
| Metric | Description |
|---|---|
| Sent | The total emails sent. |
| Total Delivered |
The total emails delivered. (Total Sends - Total Bouncebacks)
Note: A sent email is considered delivered 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. Some common reasons for hard bounces include an invalid email address or domain name for email messages. |
| Soft Bounces |
The total messages that returned a soft bounceback. A soft bounce is a message 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.
|
| 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 forms submitted. This includes multiple submissions by the same contact. Note: This is only available for simple campaigns or A/B testing campaigns. |
| 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. |
Email Analysis Overview report