Insights & Analytics
What the Insights & Analytics domain tests
This domain tests how you read campaign, journey, and audience performance: metric definitions, denominators, attribution, and experiment interpretation.
Core rules
- Funnel metrics: sent, delivered, opens, clicks, unsubscribes, bounces, conversions, revenue. Open rate = opens ÷ delivered; click rate = clicks ÷ delivered; click-to-open rate = clicks ÷ opens. Using sent as the denominator understates performance when bounces are high.
- Attribution: conversions are credited inside a conversion window. A 7-day window and a 30-day window produce different revenue. Revenue attribution depends on event tracking and order value mapping.
- Reports: campaign analytics, journey analytics, and audience analytics answer different questions. Journey reports show step-level drop-off; campaign reports show message-level response; audience reports show segment size and composition.
- Experiments: A/B results need enough sample and a single variable. Significance is not the same as practical lift.
Worked example
A campaign sends 10,000, delivers 9,500, gets 2,850 opens, 570 clicks, 190 conversions, and $9,500 revenue. Open rate = 2,850 ÷ 9,500 = 30%. Click rate = 570 ÷ 9,500 = 6%. CTOR = 570 ÷ 2,850 = 20%. Conversion rate = 190 ÷ 9,500 = 2%. Revenue per delivered = $1.00. Reasoning: delivered is the correct base for rate metrics; sent would understate all rates.
Traps
Dividing by sent instead of delivered. Comparing open rates across campaigns with different privacy-related open measurement. Ignoring the conversion window when comparing revenue. Calling a small A/B difference a winner without checking sample size.