Circle Analytics

Circle Analytics includes predefined, out-of-the-box email reports available for your email touchpoints. You no longer needed to define basic email reports using Marketing Console (MC) since all email touchpoints automatically include the predefined reports. Nonetheless, Circle continues to give access to MC reports.

Using Circle Analytics, you can measure the performance of your campaign and decide on the next steps in your marketing strategy. For example, you can identify the peak performance time and the best performing links in the email.

Circle Analytics email reports are available for new projects as well as for existing ones.

Circle Analytics uses an algorithm that is slightly different to the one used by Marketing Console in order to provide a more realistic result. Circle Analytics improves the metrics as follows:

     The Open count is increased if the recipient clicked but there was no tracked open event (due to the fact that some clients block open event tracking). If the recipient clicked, we deduce that he/she must have opened the email.

     The Click count is reduced if the recipient also unsubscribed. The click count represents success in the email performance whereas unsubscribe reflects the opposite. Circle Analytics cleans up the click count to better reflect the true success of an email.

The following is the Circle Analytics window:

Title: Shows the touchpoint title and the last time the report was generated. You can force generation at any time by clicking Refresh.

More reports link (Marketing Console reports): Open a secondary reports window displaying your Marketing Console reports.

 

Note: XES Client 3.5 is a prerequisite for:

§       Geolocation and device tracking

§       Naming your links for enhanced linked tracking. See Adding a tracking name to a link.

 

Report types include:

Email performance chart

Key metrics

First 24 hour performance

Link performance

Geolocation

Devices and top clients

Email performance chart

The Email performance report displays the statuses of a single email touchpoint in a doughnut chart, which represents the event types in a total of 100%.

Since this chart represents 100%, the report counts unique recipients (not events), and each recipient is counted in only one of the event groups according to his/her most significant event.

The events in order of significance are: Unsubscribe, Clicked, Open only, then Not opened. This means that if a recipient unsubscribed, opened the email and clicked some link in the email, he/she is only counted in the unsubscribe event group.

Key metrics

Key metrics are based on unique recipients. Each recipient is counted once regardless of how many times he/she performed that specific action. If the recipient opened the email three times on different occasions, he/she is counted only once in the Open count. Unlike the email performance doughnut chart, the totals are mostly independent of each other. For example, if a recipient opened and clicked, he/she is counted once in each total.

Circle Analytics improves the metrics as follows:

     The Open count is increased if the recipient clicked but there was no tracked open event (due to the fact that some clients block open event tracking). If the recipient clicked, we deduce that he/she must have opened the email.

     The Click count is reduced if the recipient also unsubscribed. The Click count represents success in the email performance and unsubscribe reflects the opposite. Circle Analytics cleans up the click count to better reflect the true success of the email.  

Delivered

The number of emails that were successfully delivered to recipients.
The delivery rate is the percentage of emails that were successfully delivered to their recipients out of the total emails sent.

Opened

The number of unique recipients who opened the email.
This number is affected by email clients which block tracking of email open events. However, Circle adjusts the number of opens to be more precise by including in this count recipients that clicked, since if a recipient clicked he/she must have also opened the email.
The open rate is the percentage of unique recipients who opened the email out of total emails delivered

Clicked

The number of unique recipients who clicked a link in the email. The Click count is reduced if the recipient also unsubscribed. The Click count represents success in the email performance and unsubscribe reflects the opposite. Circle Analytics cleans up the click count to better reflect the true success of the email.
The click rate is the percentage of recipients who clicked out of total emails delivered
.

Unsubscribed

The number of unique recipients who clicked the unsubscribe link and completed the unsubscribe process. Recipients who unsubscribed are excluded from the open and click count. Unsubscribe includes complaints. A complaint can occur without a click (e.g. email marked as spam).
The unsubscribe rate is the percentage of recipients who unsubscribed and made complaints out of total emails delivered.

Bounced

The number of emails that bounced and failed to be delivered. This could be due to:

   Soft bounce: An email message that gets to the recipient's email server but is bounced back undelivered before it gets to the intended recipient (for example, if the recipient’s inbox is full). A soft bounce message may be deliverable at another time or may be forwarded manually by the network administrator in charge of redirecting mail on the recipient's domain.

   Hard bounce: An email message that has been returned to the sender for various reasons, such as a recipient’s invalid email address.

   Opt out: Failed emails to recipients who previously opted out by unsubscribing.

   Failed: An email message that failed due to a validation.

The failure rate is a percentage of failed and bounced emails out of the total amount of sent emails.

When you hover over a metric, you can see information about the metric. For example, the Bounced metric shows the number and reason for the bounce, and how the percentage is calculated:

First 24-hour performance

The 24-hour performance graph shows the number of emails opened and clicked during the first 24 hours after the email was sent. This report shows non-unique open and click events. This means that if a recipient opened the email three times, three events will be shown. Hover over any point in the graph to see the open and click count for that point in time. For mass email, the first 24 hours are of interest as they enable to establish the peak time that the email was opened.

Link performance report

The link performance report shows which links in the email performed best.

From XES Client 3.5, XES automatically adds a tracking action name for the XMPieRURL, PDF on Demand, View in Browser and Unsubscribe links in any email sent. If a recipient clicks these links, the name and click count is shown in the report. For any other links in the email, it is possible to include a tracking action name using "xmp-tracking-action" (see Cheat sheet for email). These custom links are also listed in this report if they were clicked.

The report count is non-unique, meaning that each even is counted. Note that if you don't name your links, or you haven't upgraded to XES Client 3.5, then any click is counted in the Unidentified links row.

Geolocation

Prerequisite: XES Client 3.5

Geolocation approximates where your recipients are located, so you can target recipients in specific regions. Geolocation is an estimate based on IP address data only. We can’t pinpoint a recipient's exact location, but we can identify a general area.

Circle Analytics gathers geolocation data each time a recipient opens an email. The geolocation map shows a breakdown of non-unique opens by country, region and city.

This information helps you identify locations with a high open rate. You can use this information to target these top performing locations. On the other hand, locations with a low open rate may be your next target.

The amount of opens is represented by color. If you look at the legend below the map, you will see that the more opens, the darker the color. Click the map to zoom to the relevant area. Hover over a city to view the number of opens.

The Top cities by opens table lists the number of non-unique opens of each city.

Note that not every subscriber's email client can be detected, and some email programs don't identify themselves at all.

Devices and top clients

Prerequisite: XES Client 3.5

This report identifies the most popular devices used by your recipients. With this information, you can test your emails in the most commonly used email clients to ensure your emails display well in the different clients.

Each time your email is viewed on a different device, it may look slightly different. Each email client displays emails differently, thus the email needs to be tested in various clients. If you use Circle's email editor which handles responsiveness, it is likely that you will produce good looking emails in most clients, however you must still test your emails in the various clients.

Note that some devices are unknown because the email client blocks device detection (e.g., Gmail). These clients are classified as "unkown" because we don't know if they were opened on mobile or desktop.

 

Important note about geolocation and device reports

Geolocation and device reports provide an estimation only. Both reports depend on information collected about the recipient (the device and IP), which is then interpreted by a service we use.

The data is collected from the email client which the recipient uses to open the email. However, not all email clients allow passing this sensitive recipient information and block device and IP detection. One such email client is Gmail. This means that Gmail opens are not included at all on the map, and in addition, they are shown as “unknow” in the device reports since there is no way to know whether the email was from a mobile or desktop.

As a result, these reports may not be comprehensive, however they can still give you plenty of information:

     Devices tell you on which email clients you must test your email. You won’t know if it’s Gmail mobile or desktop, but if the percentage is high enough, you should probably test on both mobile and desktop.

     Geolocation may not give you all opens on the map, but you will get an idea of the spread of cities. This can help you identify which new areas to target, validate that your current targeting was successful, and for regions with different languages, you may find that you need to send a version in a different language.

See also

Analytics FAQs

Video training for Circle Analytics email reports

Video training for geolocation and devices reports