Email performance dashboard

The email performance dashboard is a prebuilt evaluation dashboard that brings together key email campaign metrics in one place — including deliverability, revenue, and unsubscription reports. Use it to analyze campaign performance in real time and compare campaigns side by side.

Prerequisites

The following event tracking is required before setting up the dashboard:

• purchase event with:
  • purchase_status: success
  • total_price
• consent event with:
  • action = reject
  • category

Set up the dashboard

Define which campaigns to evaluate

Use the campaign target event segmentation to control which campaigns appear in the evaluation reports:

• Add campaigns you want to exclude (for example, test or template campaigns) to the segments named exclude.
• Add campaigns you want to include to the segments named campaign target.

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Note

Don't rename these segments. If you do, you'll need to reselect them manually in every affected report.

Adjust the attribution window and purchase definition

The default attribution window is 48 hours after an email open or click. To adjust it or refine the completed purchase definition (for example, to filter by status = successful), update the following:

• Purchase target definition (event segmentation)—adjust the purchase status and attribution window in hours.
• Conversions according to last click report—adjust the purchase event status. No attribution window applies here because this report uses last-click attribution.

If your project uses a different purchase event name (for example, purchase_sap), recreate the Purchase target definition segmentation from scratch and replace the purchase event references in the following assets:

• The time between campaign open/click and purchase (hours) expression.
• Campaign group results report (attribution 48 hours to opened/clicked emails) [last 30 days].
• Campaign results report (attribution 48 hours to opened/clicked emails) [last 30 days].
• Conversions according to last click—comparison of emailing with other channels [last 60 days].

Set up campaign groups

The dashboard breaks down revenue and email metrics by campaign group. Use the Campaign groups segmentation to define your groups based on campaign_name—for example, newsletters, automated campaigns, and so on.

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Note

Agree on campaign naming conventions before setting up groups. For example, all newsletter campaigns could contain NL in campaign_name and all automated campaigns could contain AE. This makes grouping consistent and maintainable.

Adjust time frames

Some reports are scoped to a specific time frame, such as [last 90 days]. To change the period for a report:

1. Open the report in Edit mode.
2. Set the time filter in the top-right corner to your preferred value.
3. Go to Event filter at the bottom of the report and update the campaign - sent_timestamp range to match.
4. If the row uses an aggregate, update the aggregate's time frame to match.

Both the time filter and the event filter must use the same time frame. The appropriate time frame depends on your project's campaign event expiration settings.

5. Defining the consent

Unsubscription metrics are defined by the ‘consent’ event with the action ‘reject’. Go to the following reports and select the correct consent category for emailing communication:

• Unsubscriptions [last 90 days] - select ‘category’ in the ‘Event Filter’ at the bottom of the report
• Unsubscriptions by campaign [last 30 days] - select ‘category’ in the ‘Event Filter’ at the bottom of the report

Configure unsubscription tracking

Unsubscription metrics are based on the consent event with action = reject. Update the following reports to select the correct consent category for email communication:

• Unsubscriptions [last 90 days]: Select the category in the Event filter at the bottom of the report.
• Unsubscriptions by campaign [last 30 days]: Select the category in the Event filter at the bottom of the report.

Use the dashboard

Once set up, the dashboard works as an out-of-the-box evaluation tool. The most important metrics are color-coded and explained in the dashboard notes. No further adjustments are needed—check it regularly to spot issues and opportunities as they arise.

The dashboard is also fully customizable. Add or modify reports based on what you're tracking and what matters most at any given time.

Evaluate results

The attribution model credits revenue to all purchases made within 48 hours of an email open or click. This window is the attribution window.

For definitions of every metric in the dashboard, see the Evaluation dictionary.

For more context, see campaign statuses and their meaning and the Email marketing metrics guide.