Can I analyze or compare the performance of multiple campaigns together in one location?
The main Email Analytics dashboard summarizes the performance of multiple campaigns, making it easy to identify top-performing emails and gain insights to optimize future campaigns and your strategy across other channels in your marketing mix.
On the “Overview” screen, you can compare campaigns over a designated time period. The default time period is 30 days, but you can adjust this range to any time period you wish.
You will see your total opens along with the average read, skim read, and glanced rates at the top of the dashboard with individual email tracking code performance below.
Sorting and selecting emails
Click on the “Date” or “Opens” columns to sort your emails. Sorting by “Opens” helps you narrow down your top-performing campaigns and the engagement metrics columns help you hone in on which campaigns you should analyze further.
You can also select specific emails and click “Filter emails” to compare and analyze. For example, you could compare all of your transactional emails or email newsletters to compare performance from similar campaigns.
View your report summary
The “Reports” tab visualizes campaign performance for campaigns in your selected date range. If you’ve filtered out specific campaigns on the Overview page, the visualizations will reflect data just from those emails. These visual breakdowns of your campaign performance are great for sharing data with your team.
Accessing an individual report
Click on any individual tracking code from the Overview page to access the detailed individual email report. If you prefer, you can also access a full list of all email tracking codes in the Tracking Codes tab.
What are the definitions of read, skim read, and glanced?
Click here to learn how email engagement metrics are defined.
How are the total opens and engagement % rates calculated?
Total open counts in email analytics reports include every email that was opened, regardless of engagement metric. For engagement reports specifically, the % rates for read, skim read, and glanced are calculated using only the opens where engagement rate tracking was supported by the email client. Therefore if you add up the counts for each of those three engagement metrics, you may not always get the same total open count as reported elsewhere. This is because for engagement rate calculations, we do not include the opens where we cannot accurately measure how long the recipient had the email open, and therefore are unable to categorize them as read, skim read, or glanced.