Reporting and Analytics
Core concepts
Know program performance reports, email insights, revenue explorer, opportunity influence, and attribution models (first-touch, last-touch, multi-touch). Understand success metrics defined by the program channel, and that reports depend on tags, channels, and period costs. Distinguish email performance (opens, clicks, bounces) from program ROI (revenue vs. cost).
Traps
- Assuming open rates are reliable - Apple Mail Privacy Protection inflates opens; clicks are more reliable.
- Confusing first-touch vs. last-touch attribution; multi-touch splits credit.
- Forgetting that period costs must be entered for ROI; missing costs skew ROI.
- Mixing program status reporting with lifecycle reporting - they use different fields.
Rule of thumb
If a question asks which channel drove revenue, use revenue explorer with the correct attribution model; if it asks about email engagement, use email insights.
Worked example
A program shows high opens but low clicks. Because of MPP, opens are inflated; you rely on clicks and program success to judge engagement. ROI requires period costs entered against the program.