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Understanding Campaign Results

Learn how Happy Cabbage monitors and attributes text and email campaign performance using point-of-sale data.

Text and email Campaign Conversion Rates and Attributed Revenue are tracked as Happy Cabbage syncs daily with your POS system.
Sales made by the customers who received your message (Customers Reached) are attributed to the last text and email campaign they received.
 
KB_CampaignROI
 
The above shows that out of the 593 customers who received this campaign, those who ordered within 24 hours of receiving it spent $1,149 (24-hour ROI), and those who ordered within 7 days spent $4,924 altogether (1-week ROI).
Then, 4 of the Customers Reached who ordered within 7 days of receiving the campaign are considered Recaptures, which means they had not ordered in the 90 days prior to receiving the campaign and then spent $350 in total over the week following.
We recommend using this ROI data to inform your marketing decisions, which involves regularly analyzing your campaign results to optimize future Happy Marketers campaigns. In the See Campaigns tab you can sort campaigns from high to low conversion rate, noticing the campaign body content, targeting characteristics, and any other factors correlated with higher or lower conversion rates. As you note strategies that have led to better or worse results, we recommend using those insights to strategize and plan your future campaigns.
 
DEFINITION OF TERMS

Customers Reached

Number of customers who received the campaign, excluding customers to whom the text went undelivered

Delivered Texts

Number of credits used to reach your customers; this is higher than Customers Reached if your SMS character count is more than 160 characters or if you sent an MMS message

Attribution Window

The window of time in which campaign results are measured; generally 24-hour and 7-day

Conversion Rate

Percent of customers reached who made a purchase within a given attribution window

Attributed Sales (also known as Attributed Revenue or ROI)

Total sales from orders made by customers reached during a given attribution window

Recaptures / Winbacks

Customers who had not ordered in 90 days prior to the campaign who then made a purchase within either 24 hours or 7 days following campaign send

Open Rate

The number of customers who opened your text campaign

Content Viewed Rate

The number of customers who entered their birthday to view the full campaign content

CTA Clicked Rate

The number of customers who viewed your campaign content and clicked through to the URL used as the campaign call-to-action (CTA)