Analyze marketing performance and generate insights
Reading the numbers
Reporting spans channel, journey, segment, and event views, plus business-level pipeline and revenue reporting.
Channel insights (email, text, push): sent, delivered, blocked or bounced (hard vs soft), unique vs total opens, clicks, click-through rate, unsubscribes, and complaints. Understand the denominators: open rate and click-through rate are normally unique-based against delivered, not against sent, because blocked and bounced recipients never had a chance to engage.
Journey insights: entries, progression through tiles, goal completion, exit reasons, and A/B test winner results. If a conversion KPI looks wrong, check whether a goal tile was defined and whether exit criteria removed people early.
Segment insights: member counts over time, useful for sanity-checking targeting before publishing.
Event insights: registrations, check-in/attendance rate, session engagement, and waitlist turns.
Traps:
- "Sent" is not "delivered"; a high bounce rate suppresses every downstream rate.
- Insights refresh with latency, so a journey that went live minutes ago may show nothing yet.
- Unsubscribe counts reflect consent changes and stated reasons, not raw link clicks.
- Pipeline or revenue reporting needs a link between the marketing interaction and the lead or opportunity; missing keys produce zero revenue.
Rule of thumb: when a rate looks impossible, re-check the denominator and the date range before assuming a defect.