Open rates and click rates are valuable metrics, but on their own they don‘t answer the most important question: How much revenue your email campaigns actually generate. Until now you had to calculate the impact manually or rely on general estimates. With our new Campaign Revenue feature, you can see exactly how many orders and how much money each campaign brings in. Everything is automatic, clear and in real time. Simply open your campaign overview and immediately see which emails are driving sales and which may need adjustments.
How are revenues assigned to email campaigns?
The Campaign Revenue feature uses the last click method. This means that an order (and its revenue) is assigned to the campaign that the customer clicked on last before completing their purchase. The system tracks clicks in emails and links them to orders according to these rules:
Web tracking is essential
To accurately identify which campaign led to a completed order, Web Tracking must be enabled. This tool shows you exactly what happens after someone clicks a link in your email. Whether they visit your website, view products, add items to their cart and complete the purchase.
Without active Web Tracking, orders cannot be linked to campaigns and you will not see which emails are actually generating revenue.
A click in the email is required
For an order to be linked to a campaign, the customer have to click on a link in the email. An open alone is not enough. If the recipient views the email but does not click, their order will not be connected to any campaign. Similarly, if click tracking is disabled for the campaign, the order cannot be linked.
The last clicked campaign decides
If a customer clicks on several different campaigns over a period of days, revenue is attributed to the last campaign they clicked before completing the purchase.
Example:
- A customer receives an email with product offers, clicks through and views them on your site but does not complete the purchase.
- Two days later, they receive an abandoned cart reminder email, click it and complete the order.
- The revenue is assigned to the abandoned cart email, since that was the campaign that triggered the conversion
One order = one campaign
Each order can only be linked to a single campaign. If a customer clicked on multiple emails, the system will always attribute the revenue to the last campaign before purchase.
Orders may not be assigned to any campaign
If the customer has not clicked on any email link within the past 7 days, their order is not assigned to a campaign. This means only orders with a clear link to email activity are counted in the revenue statistics.
Přepočet měn v přehledu tržeb
U každé kampaně zjišťujeme, v jaké měně byly objednávky provedeny. V přehledech pak zobrazujeme tržby v měně, ve které bylo uskutečněno nejvíce objednávek. Pokud byly nákupy provedeny i v jiných měnách, jejich hodnota se automaticky přepočítá na hlavní měnu podle aktuálního kurzu ČNB. Díky tomu máte vždy jednotný a přesný přehled o výnosech z kampaní, bez ohledu na to, v jaké měně zákazníci nakupují.
Zobrazení tržeb bez DPH
Pokud nám váš web prostřednictvím Web Trackingu předává pouze částky s DPH, takové objednávky nebudou do statistik tržeb vůbec zahrnuty. Aby se tržby zobrazovaly správně, je potřeba předávat jejich hodnotu bez daně.
Where can you find the revenue overview?
You‘ll find the new feature in the statistics of each sent campaign. You can view revenue for:
- Individual campaigns – In the campaign statistics you will see not only the number of emails sent, opens and clicks, but also the direct revenue generated by that campaign.
2. Automated campaigns – If you have automated campaigns set up, you can view their performance over time and track how revenue develops
The overview includes an interactive chart where you can switch between different time periods. This makes it easy to see when your emails were most effective, how campaign performance changes over weeks, months or years, and where revenue increases or declines.
Do you need additional details, support with a specific campaign or help with your entire email marketing? Contact us. We‘ll be happy to discuss all the possibilities.
