How to Read your Reports and learn
In this article, let's see how you can read reports on AVADA Marketing Automation and what you can learn from them. I will walk you through stage by stage.
AVADA Marketing Automation uses a variety of strategies and methodologies to track a wide range of data. As a result, we present the following data that is:
Acquired from user interaction with the AVADA Marketing Automation assets you've set up;
Synchronized from your online store, other integrated platforms, and apps;
Cookies that were set on your website.
The more functions you use on the app, the more data we'll be able to gather and provide to you in graphs. As a result, don't overlook any feature that you can use and aim to maximize the potential of AVADA Marketing Automation.
The reports available in the app will help you track and view the following data:
Sent, open & click rates for a single campaign, automation workflow, or a specific email in the flow.
Revenue - total sales attributable to a specific campaign, automation workflow, or all campaigns.
Bounce, Complaint and Unsubscribe rates - some of the communication metrics to see if your list is clean and your promotion messages are relevant.
SMS sent, clicked, and delivered - so you can track your SMS campaigns, you won't be able to track the open rate though.
A leaderboard to view the top performing email campaigns/workflows.
Let's go through the different Reports available in AVADA Marketing Automation and see what information each of them can present.
To start, on the dashboard, click on the Reports tab.
Right on the Dashboard, you can see an overall report or both Automation and Campaigns. This board shows you the total revenue, AVADA revenue, revenue per contact, conversion, and other email statistics like sends, opens, clicks, SMS clicks.
Below, you will find a leaderboards of performance for both automation and campaigns, which shows in stats like sends, clicks, opens, revenue, and also unsubscribes. You can choose Automation or Campaigns to show leaderboards for each type as well.
The first page that you see after clicking on the Reports tab is General - which presents the overall performance of Automation and Campaigns. Just click on each button to switch between the data view for each typ.
The data is the same for Automation and Campaign with three main sections, Overall analytics, Performance, and Leaderboards, while Automation has another board for Email Metrics.
With just one look, you can see the overall analytics of your campaigns and see the revenue. You can also check out if you need to pay more attention to your campaigns and automation workflows.
The Overall analytics section has the data on email campaigns, revenue, list health, and SMS campaigns. You can edit the time range to day, month, year, lifetime, or a custom period.
In the Performance section, you can see wave graphs for revenue, email count, and SMS count with types of campaigns for an easy view.
As mentioned, the Leaderboards section shows the best performing automation workflows. You can change the view from high to low or low to high for each metric.
Lastly, you have the Email Metrics section, which shows the performance of each email, whether it's a campaign or a part of an automation workflow.
You may want to look at how each of your Campaigns is functioning in addition to recognizing the global issue. When you go to the Campaigns tab, you will see a short report for each campaign on the outside, containing data on sends, opens, clicks, converts, and revenue.
To have a more detailed reports, examine your important outcomes in Campaign reports, which include Sent, Opens, Clicks, Sales, Revenues, Suppression, and Unsubscribe reports. There is also a graph for you to view data more easily.
To access Campaign reports, just click on any live campaign and go to the Reports tab. The information presented in the Automation campaign reports is quite similar, adding reports for each email and SMS inside a workflow. This data is crucial if you need to troubleshoot any issues with your email's deliverability.
The Abandoned Carts reports give you stats on all carts (even live), with details on the customers, last update, quantity, email status, and cart status, total cart worth, and a button to send cart recovery email right away.
On other tabs of the Abandoned Carts report, you can see the stats for each type of carts, which are Shopping (Live), Abandoned, Recoverable, and Converted.
In the Form reports, you can find information about the impression, conversions, and conversion rate of each opt-in form. Just click on any form in the Form tab and you will find the report at the top of the page. Below, you will find a list of the contacts that the list collected and be able to view the data for each contact as well.
Note: For now, customers on the Free, Pro, and Enterprise plans are having the same reports. However, in the future, we plan to implement Advanced reporting for higher pricing plans with more information and insights.
Aside from the Reports tab, you can also see data on each automation workflow inside the Automation tab by clicking on any live automation workflow.
For example, here is a report from an abandoned cart automation workflow that I created. The data that you can see are for sent, opened, clicked, revenue, unsubscribes, suppression, SMS sent, clicked, and delivered. You can choose and customize the period range to view the workflow's performance during a certain time.
Also, if you click on the Workflow page inside an automation, you can view quick data on each email inside that workflow, including sent, opened, clicks, and revenue. This is very convenient to change your email during live or see which one performs better during an A/B testing.
On the Activities page of an automation workflow, you can also view reports on all emails triggered by the workflow. With the abandoned cart email workflow, AVADA Marketing Automation triggered three emails for a subscriber to remind them of the cart on site. You can see the status, name, and sending time of these triggered emails, with any error sending message (if available) and an option to resend the triggered email.
Reading your data is only the first step, the behaviors you choose to do next will be the result you should get from reports. Here is what you should do.
Identify typical activities, such as the content your consumers are most interested in and which newsletter headlines receive the most opens. Which products in your store are the most frequently abandoned? Which days generate the most newsletter engagement, and which forms convert the most visits into subscribers?
Use the patterns to target your customers once you've identified similar activity. The Audience tab's segments will help you narrow down your most engaged audience, provide more focused communications, and increase open, clicks, and purchases.
Make sure your brand has a storyline to help your customers get to know you better. Give back to your community first, and then push for sales.
Finally, go over your automated workflow campaigns and create a strategy. Determine the locations of your consumers and develop a calendar based on their locations to distribute your promotions. A/B email test campaigns can be used to see which subject lines get the most open. If your customers explore your store a lot but don't buy, create a Browse abandonment funnel. For the best results, use more channels for both email campaigns and automation.
The key steps, in short, is this:
Use AVADA Marketing Automation reports to understand your store's performance - email and SMS, sales, and engagement.
Analyze subscriber's behavior, then find common trends and patterns to grow your business.
Remove inactive emails and subscribers to have a better sender reputation, then keep optimizing your approach.
1. The data we track
AVADA Marketing Automation uses a variety of strategies and methodologies to track a wide range of data. As a result, we present the following data that is:
Acquired from user interaction with the AVADA Marketing Automation assets you've set up;
Synchronized from your online store, other integrated platforms, and apps;
Cookies that were set on your website.
The more functions you use on the app, the more data we'll be able to gather and provide to you in graphs. As a result, don't overlook any feature that you can use and aim to maximize the potential of AVADA Marketing Automation.
The reports available in the app will help you track and view the following data:
Sent, open & click rates for a single campaign, automation workflow, or a specific email in the flow.
Revenue - total sales attributable to a specific campaign, automation workflow, or all campaigns.
Bounce, Complaint and Unsubscribe rates - some of the communication metrics to see if your list is clean and your promotion messages are relevant.
SMS sent, clicked, and delivered - so you can track your SMS campaigns, you won't be able to track the open rate though.
A leaderboard to view the top performing email campaigns/workflows.
2. How to view reports in AVADA Marketing Automation
Let's go through the different Reports available in AVADA Marketing Automation and see what information each of them can present.
To start, on the dashboard, click on the Reports tab.
Overall analytics
Right on the Dashboard, you can see an overall report or both Automation and Campaigns. This board shows you the total revenue, AVADA revenue, revenue per contact, conversion, and other email statistics like sends, opens, clicks, SMS clicks.
Below, you will find a leaderboards of performance for both automation and campaigns, which shows in stats like sends, clicks, opens, revenue, and also unsubscribes. You can choose Automation or Campaigns to show leaderboards for each type as well.
Automation report tab
The first page that you see after clicking on the Reports tab is General - which presents the overall performance of Automation and Campaigns. Just click on each button to switch between the data view for each typ.
The data is the same for Automation and Campaign with three main sections, Overall analytics, Performance, and Leaderboards, while Automation has another board for Email Metrics.
With just one look, you can see the overall analytics of your campaigns and see the revenue. You can also check out if you need to pay more attention to your campaigns and automation workflows.
The Overall analytics section has the data on email campaigns, revenue, list health, and SMS campaigns. You can edit the time range to day, month, year, lifetime, or a custom period.
In the Performance section, you can see wave graphs for revenue, email count, and SMS count with types of campaigns for an easy view.
As mentioned, the Leaderboards section shows the best performing automation workflows. You can change the view from high to low or low to high for each metric.
Lastly, you have the Email Metrics section, which shows the performance of each email, whether it's a campaign or a part of an automation workflow.
Campaign reports
You may want to look at how each of your Campaigns is functioning in addition to recognizing the global issue. When you go to the Campaigns tab, you will see a short report for each campaign on the outside, containing data on sends, opens, clicks, converts, and revenue.
To have a more detailed reports, examine your important outcomes in Campaign reports, which include Sent, Opens, Clicks, Sales, Revenues, Suppression, and Unsubscribe reports. There is also a graph for you to view data more easily.
To access Campaign reports, just click on any live campaign and go to the Reports tab. The information presented in the Automation campaign reports is quite similar, adding reports for each email and SMS inside a workflow. This data is crucial if you need to troubleshoot any issues with your email's deliverability.
Abandoned Cart
The Abandoned Carts reports give you stats on all carts (even live), with details on the customers, last update, quantity, email status, and cart status, total cart worth, and a button to send cart recovery email right away.
On other tabs of the Abandoned Carts report, you can see the stats for each type of carts, which are Shopping (Live), Abandoned, Recoverable, and Converted.
Form reports
In the Form reports, you can find information about the impression, conversions, and conversion rate of each opt-in form. Just click on any form in the Form tab and you will find the report at the top of the page. Below, you will find a list of the contacts that the list collected and be able to view the data for each contact as well.
Note: For now, customers on the Free, Pro, and Enterprise plans are having the same reports. However, in the future, we plan to implement Advanced reporting for higher pricing plans with more information and insights.
Single automation workflow report
Aside from the Reports tab, you can also see data on each automation workflow inside the Automation tab by clicking on any live automation workflow.
For example, here is a report from an abandoned cart automation workflow that I created. The data that you can see are for sent, opened, clicked, revenue, unsubscribes, suppression, SMS sent, clicked, and delivered. You can choose and customize the period range to view the workflow's performance during a certain time.
Also, if you click on the Workflow page inside an automation, you can view quick data on each email inside that workflow, including sent, opened, clicks, and revenue. This is very convenient to change your email during live or see which one performs better during an A/B testing.
On the Activities page of an automation workflow, you can also view reports on all emails triggered by the workflow. With the abandoned cart email workflow, AVADA Marketing Automation triggered three emails for a subscriber to remind them of the cart on site. You can see the status, name, and sending time of these triggered emails, with any error sending message (if available) and an option to resend the triggered email.
Learn from your reports
Reading your data is only the first step, the behaviors you choose to do next will be the result you should get from reports. Here is what you should do.
Identify typical activities, such as the content your consumers are most interested in and which newsletter headlines receive the most opens. Which products in your store are the most frequently abandoned? Which days generate the most newsletter engagement, and which forms convert the most visits into subscribers?
Use the patterns to target your customers once you've identified similar activity. The Audience tab's segments will help you narrow down your most engaged audience, provide more focused communications, and increase open, clicks, and purchases.
Make sure your brand has a storyline to help your customers get to know you better. Give back to your community first, and then push for sales.
Finally, go over your automated workflow campaigns and create a strategy. Determine the locations of your consumers and develop a calendar based on their locations to distribute your promotions. A/B email test campaigns can be used to see which subject lines get the most open. If your customers explore your store a lot but don't buy, create a Browse abandonment funnel. For the best results, use more channels for both email campaigns and automation.
The key steps, in short, is this:
Use AVADA Marketing Automation reports to understand your store's performance - email and SMS, sales, and engagement.
Analyze subscriber's behavior, then find common trends and patterns to grow your business.
Remove inactive emails and subscribers to have a better sender reputation, then keep optimizing your approach.
Updated on: 02/08/2021
Thank you!