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    Maintain an advanced reporting strategy

    Course overview

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    Lesson
    5 min read

    Monitor omnichannel campaign success

    Track how your omnichannel campaigns perform across channels, identify what’s working, and use data to improve your next campaign.

    Omnichannel campaign builder analytics

    Once your campaign is live, use built-in analytics to monitor performance across messages, channels, and time. Click into the labeled graphic below to explore how each part of the omnichannel campaign builder works together and where to find key performance insights.

    Labeled graphic

    Audience

    View the selected audience for this campaign. Each audience will have its own row.

    Calendar

    See each day’s messages organized in sequence

    Message cards

    View message details, including channel, timing, preview, and status. Each message card shows: - Channel (icon in top left) - Send date and time - Message preview - Status (draft, scheduling, sending, sent) - Send time indicator

    Metric selector

    Use the dropdown to choose a metric (for example, Placed Order)

    Show/Hide performance

    Display high-level campaign metrics and message-level performance

    Channel filter

    Filter results by channel (email, text message, push, WhatsApp)

    View all

    Open the omnichannel performance page for a deeper campaign analysis
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    Track key metrics for each channel

    Each channel plays a different role in your omnichannel campaign, so it’s important to track the right metrics for each one. Use the flashcards below to identify key metrics by channel and understand how to evaluate performance against broader benchmarks.

    Click on each card to flip it and reveal the answer.
    0 of 5 cards flipped
    Channel
    Text
    Metrics
    Key metrics to track: - Click rate - Conversion rate (placed order rate) - Revenue per recipient (RPR) - Delivery rate - Unsubscribe rate - Failure rate - Read receipts (only for RCS) Monitor engagement and revenue together to understand how effectively your messages drive action, and keep an eye on unsubscribe rates to ensure your frequency and targeting align with customer expectations.
    Channel
    Email
    Metrics
    Key metrics to track: - Open rate - Click rate - Conversion rate (placed order rate) - Revenue per recipient (RPR) - Average order value (AOV) - Bounce rate - Unsubscribe rate - Spam complaint rate Monitor engagement to understand how well your emails reach inboxes and drive action, thus impacting your overall deliverability and sender reputation. Moreover, use revenue-based metrics to evaluate true business impact beyond opens and clicks (e.g., are your emails actually earning a profit and how does that revenue gain compare to messages sent via other channels).
    Channel
    Push
    Metrics
    Key metrics to track: - Open rate - Conversion rate - Delivery rate - Received push - Bounced push Monitor delivery and opens together to understand whether your notifications are reaching users and driving engagement, and use conversion rate to evaluate whether those interactions lead to meaningful action. For push, open rate is the primary engagement signal since a tap both views the message and opens the app.
    Channel
    WhatsApp
    Metrics
    Key metrics to track - Template quality score - Phone number quality rating - Delivery rate - Opt-out rate - Open (read) rate - Click rate - Response rate - Placed order rate Monitor template quality score and phone number quality rating, as these reflect how recipients respond to your messages and can impact message limits or even pause low-performing templates. Then evaluate engagement and conversion metrics to understand whether your messages drive meaningful interaction and revenue.
    Channel
    Social
    Metrics
    Key metrics to track - Engagement rate (likes, comments, shares) - Clicks / traffic to site - Subscriber growth (from social) - Conversion volume (from social audiences) - Return on ad spend (ROAS) Monitor engagement and acquisition metrics to understand how social drives traffic, subscribers, and revenue.
    Channel
    Text
    Metrics
    Key metrics to track: - Click rate - Conversion rate (placed order rate) - Revenue per recipient (RPR) - Delivery rate - Unsubscribe rate - Failure rate - Read receipts (only for RCS) Monitor engagement and revenue together to understand how effectively your messages drive action, and keep an eye on unsubscribe rates to ensure your frequency and targeting align with customer expectations.
    Channel
    Email
    Metrics
    Key metrics to track: - Open rate - Click rate - Conversion rate (placed order rate) - Revenue per recipient (RPR) - Average order value (AOV) - Bounce rate - Unsubscribe rate - Spam complaint rate Monitor engagement to understand how well your emails reach inboxes and drive action, thus impacting your overall deliverability and sender reputation. Moreover, use revenue-based metrics to evaluate true business impact beyond opens and clicks (e.g., are your emails actually earning a profit and how does that revenue gain compare to messages sent via other channels).
    Channel
    Push
    Metrics
    Key metrics to track: - Open rate - Conversion rate - Delivery rate - Received push - Bounced push Monitor delivery and opens together to understand whether your notifications are reaching users and driving engagement, and use conversion rate to evaluate whether those interactions lead to meaningful action. For push, open rate is the primary engagement signal since a tap both views the message and opens the app.
    Channel
    WhatsApp
    Metrics
    Key metrics to track - Template quality score - Phone number quality rating - Delivery rate - Opt-out rate - Open (read) rate - Click rate - Response rate - Placed order rate Monitor template quality score and phone number quality rating, as these reflect how recipients respond to your messages and can impact message limits or even pause low-performing templates. Then evaluate engagement and conversion metrics to understand whether your messages drive meaningful interaction and revenue.
    Channel
    Social
    Metrics
    Key metrics to track - Engagement rate (likes, comments, shares) - Clicks / traffic to site - Subscriber growth (from social) - Conversion volume (from social audiences) - Return on ad spend (ROAS) Monitor engagement and acquisition metrics to understand how social drives traffic, subscribers, and revenue.

    Update your strategy to improve your next campaign

    After sending an omnichannel campaign, keep a close eye on its performance throughout its sending timeline. To do so, head to your omnichannel campaign and click Show performance to expand insights for each step of your campaign.

    Use this data to make strategic adjustments in your next campaign. Let’s go through a few examples of best practices to improve your campaigns based on common outcomes.

    High unsubscribe rates from a particular channel

    This is a sign that recipients are facing message fatigue, meaning they’re overwhelmed by either excessive, repetitive, or poorly timed and irrelevant communications.

    Cut back on either the length of your message paths or the use of too many messages via the same channel for a single topic.

    For instance, if you see a spike in unsubscribes after texting an audience twice in one path, then remove the second text in your next campaign. Instead, swap the second text with an email, or opt to re-target these subscribers via ads on social media.

    Increased revenue attributed to a specific path

    If you see significant revenue attributed to a channel within a particular timeframe (e.g., push notifications drove 40% of sales on Day 2 morning), then take note of which segments resonated with this content, channel types, and message frequency.

    More specifically, you can duplicate this path for future use. Swap out the content with fresh material when you are ready to plan and schedule, but keep the channels and cadence the same.

    For example, if the initially successful path was the launch of your winter sale items, you may duplicate this path and prepare new, exciting content for spring. Change the promotions, copy, and CTAs of your content, but keep the overarching sending strategy in place.

    Low performance for certain pathways

    This indicates that you must change either the audience you’re targeting, or the content you show to this audience, or when you show the content to the specific audience.

    First off, adjust the inclusion and/or exclusion criteria for key segments, or create new, more granular segments based on engagement metrics. Beyond that, take a closer look at where and how the audience is engaging within your path to adjust future campaigns.

    Let’s say your “window shoppers” segment (e.g., those who browsed your site but never bought) has a low open rate and high unsubscribe rate for an email that sends on Day 2 of the promotion, but a subset of that group clicks through a “Final Sale” email on Day 5.

    In your next campaign to this group, remove content in between the initial sale launch and final sale alert. Beyond that, you could hone in on a more detailed segment that targets those window shoppers who opened your campaign last time, but still didn’t convert with one final, even more enticing deal to convert this time, for one day only, to get them to act fast.

    High click rate, low conversions

    This can signal a few things:

    1. That the audience is interested in the deal but need another push to buy
    2. That your CTA in the message is not accurately reflecting what audiences see on the page
    3. There is a broken customer experience from the marketing message to what they experience on-site (e.g., a linking issue, 404, etc.)

    First and foremost, investigate the second issue.Test your message content and confirm: is your CTA leading to the right landing page, does the promotional copy adequately describe where you are taking them, and are there any issues on your landing page that are halting someone from converting (e.g., excessive steps to purchase or a slow loading time).

    Once you confirm that the shopping process is optimized, it’s time to revise your message path. Perhaps someone was distracted or not yet ready to buy after clicking your link. Follow up with the next best message in future iterations of this campaign. Perhaps send:

    • A time-sensitive or “last chance while supplies last” email to email subscribers.
    • A direct message via mobile-centric channels (text, WhatsApp, or push) to those subscribers with a clear and compelling reason to buy now (an even better deal or perhaps a push to shop within the next hour to access savings).

    If you struggle to determine what CTAs are most compelling for your audience, then run an A/B test. For example, you may experiment with 2 unique offers in the same campaign: "15% off" vs. "$10 off" to test if value perception is a barrier to purchase.

    Increased revenue per channel at a specific day or time in the campaign

    In some cases, you may find that specific points in your campaign timeline drive higher revenue for a certain channel. Use this data to determine when to send this message type in future multi-day campaigns.

    For instance, your omnichannel campaign may include several text messages over the course of 1 week. You find that the text sent on the final day of your promotion leads to the highest revenue, but earlier texts fail to yield that kind of engagement.

    You may determine that text is best saved for last-chance reminders rather than promotion launches, swapping lower cost messages like email and push for those early day reminders.

    In summary, revise your engagement strategy based on trends over time to optimize engagement pathways and your overall return on investment for each campaign.
    Monitor omnichannel campaign success