The Overview is your dashboard. Reports, under Insights in the main menu, holds the deeper views:
| Report | What it answers |
|---|---|
| Compare campaigns | How every campaign sent in a period did, side by side |
| Compare journeys | Who entered each journey, what it sent and the revenue attributed to it |
| Audience growth | Who joined your email list, from where, and who left |
| Deliverability | Bounces and spam complaints, by mailbox provider, against the limits |
| Conversions and revenue | Conversions and revenue attributed to your campaigns and journeys, over time |
| Conversion funnel | Where contacts drop off between steps you choose |
| Customer groups | Customers grouped by how recently and how often they buy |
Reports are available on Starter and above. Transactional messages have their own Delivery report on the Transactional page.
Choose the period
Every report except Customer groups covers a period: Last 7 days, Last 30 days (the default), Last 90 days or a Custom range of up to 366 days. Days are in your workspace’s time zone, and today is included while it’s still in progress. Charts can show figures By day, By week or By month.
The period is kept in the page’s address, so you can share a report as you see it. Recent figures can still rise as opens, clicks and conversions arrive.
Compare campaigns
Every campaign sent in the period, with when it was first sent, its Emails sent, Open rate, Click rate, Bounce rate, Unsubscribe rate, Push sent, Conversions and Revenue. Choose a column heading to rank by it, and Export CSV to download the table. It’s also on Campaigns. See Campaign results.
Compare journeys
Every journey that people entered or that sent in the period, with how many Entered, Completed and were Messaged, its Open rate, Click rate, Conversions, Conversion rate and Revenue. Rank it by a column or Export CSV. See Journey results.
Audience growth
- Contacts on the last day, New contacts, Subscribed, Lost (email can no longer reach them) and Net subscribed.
- A chart shows Subscribed and lost over the period.
- Where subscribers came from lists each source with its share.
- Why contacts left splits the lost into Unsubscribed, Bounced, Marked as spam and Blocked. Lost counts each contact once, but one lost for more than one reason counts under each, so the shares can add up to more than 100%. Bounces and spam reports are marked Needs action: check the addresses, and where those contacts signed up.
Deliverability
Bounce and spam complaint rates for the period, against the limits that pause marketing email.
- Filter by Source: All email, Campaigns, Journeys or Transactional.
- Sent, Delivered, Bounce rate and Complaint rate. A rate shows once enough email has been sent to judge it.
- Rates over time draws each rate against the line where marketing pauses, and Gmail’s target and limit.
- By mailbox provider shows Gmail, Yahoo, Microsoft, Apple and others, each Within limits, Needs attention (past the warning line) or Act now (at or past the pause line). These are the same lines the workspace’s notifications and marketing pause use, applied to all its email together. Gmail doesn’t report complaints to senders, so its complaint rate reads In Postmaster Tools.
See Deliverability basics for what to do when a rate climbs.
Conversions and revenue
Conversions (conversion goal events after a message), Revenue (before refunds), and how much came From campaigns and From journeys. The chart can Measure conversions or revenue in each currency, and Top campaigns and journeys ranks them by attributed revenue. Conversions count on the day they happened.
Nothing shows until a campaign or journey has a conversion goal. See Conversion goals.
Conversion funnel
Shows how many contacts did two to five events in order, such as Signed Up, Trial Started and Subscription Started, and where the rest stopped.
- Enter an event for Step 1 and Step 2. Choose Add step for up to five.
- Set Each step within: how many days, from 1 to 90, a contact has from their first step.
- Choose Show funnel.
Each step shows how many contacts reached it, as a share of those who started and of the step before. You can also open it from the Overview with Build a funnel.
Customer groups
Customers grouped by how recently and how often they buy, and how much they spend, from Champions to Lost; Segments explains each group. It shows how many customers were scored and each group’s size and share. Choose Create segment on a group to message it.
Only contacts with your transaction event from key events are scored, and they’re rescored every day, so a contact can move groups overnight.