[IMP] marketing automation: update understanding_metrics for 16

closes odoo/documentation#5161

Signed-off-by: Zachary Straub (zst) <zst@odoo.com>

content/applications/marketing/marketing_automation/advanced/understanding_metrics.rst

@@ -1,87 +1,182 @@
-=====================
-Understanding metrics
-=====================
+================
+Campaign metrics
+================
 
-Metrics are detailed statistics that measure the progress and success of marketing campaigns. When
-creating marketing activities in a workflow, Odoo visually displays various metrics related to the
-campaign with detailed graphs and in-depth data.
+*Campaign metrics* are detailed statistics and analytics within a marketing campaign, measuring its
+success and effectiveness. Triggered marketing activities populate relevant activity blocks with
+real-time metrics, in the campaign detail form.
 
-.. example::
-   A typical line graph in a marketing automation workflow showcasing the success rate of an email.
+Activity analytics
+==================
 
-   .. image:: understanding_metrics/commercial-prospection-campaign-example.png
-      :align: center
-      :alt: An example of a marketing automation campaign in Odoo.
+In the :guilabel:`Workflow` section of a campaign detail form in the *Marketing Automation* app,
+where the various campaign activities are located, a collection of useful data can be found on every
+individual activity block, like number of communications :guilabel:`Sent`, percentage of messages
+that have been :guilabel:`Clicked`, and more.
 
-In this case, the :guilabel:`Target` of this campaign is set to :guilabel:`Lead/Opportunity`, and
-was narrowed down to *only* focus on the leads (or opportunities) whose :guilabel:`Tag Name`
-contains a value of `product` — and *also* have an email address set up in the database.
-
-Beneath the filter nodes, Odoo displays how many records in the database fall into the
-previously-specified criteria filter.
-
-.. example::
-   Below, there are 18 records in the database that match the criteria.
-
-   .. image:: understanding_metrics/marketing-automation-lead-filters.png
-      :align: center
-      :alt: Lead generation filters used to refine records on automation campaigns in Odoo.
-
-At the top of the marketing automation campaign form, there are a series of smart buttons. The
-:guilabel:`Participations` smart button in this example indicates that, out of those 18 records, 25
-have become participants. In other words, they have matched the criteria, and have already
-interacted with the campaign in one way or another.
-
-.. note::
-   :guilabel:`Records` represent a real-time number. Therefore, while the workflow is running,
-   changes in opportunity records (deletions, additions, or adjustments) may occur.
-
-   This means there will be real-time updates to the number of :guilabel:`Records`, but such updates
-   do *not* change the number of :guilabel:`Participants`, as the metric *will not* exclude
-   opportunities that have already been set as :guilabel:`Participants` before — Odoo just adds new
-   ones.
-
-   That's why the number of :guilabel:`Records` can be different from the number of
-   :guilabel:`Participants` from time to time.
-
-.. image:: understanding_metrics/campaign-records-vs-participants.png
+.. image:: understanding_metrics/activity-analytics-block-sample.png
    :align: center
-   :alt: Difference between real-time record count and total participants on a marketing campaign.
+   :alt: An activity block in the workflow section with useful analytical data in Odoo.
 
-Whenever the system runs, updating numbers and triggering actions, it will look at the
-:guilabel:`Target` model, and check if new :guilabel:`Records` have been added (or modified), which
-always keeps the flow up-to-date.
+To the left of the activity block, the configured :doc:`trigger time
+<../getting_started/workflow_activities>` is displayed as a duration (either :guilabel:`Hours`,
+:guilabel:`Days`, :guilabel:`Weeks`, or :guilabel:`Months`) if it corresponds to period after the
+workflow begins.
 
 .. note::
-   The :guilabel:`Filter` here is applied to *all* activities. Leads that lose that specific tag
-   (`product`) in the meantime will be excluded from later activities.
+   If the trigger time is dependent on another activity or triggering action (e.g. :guilabel:`Mail:
+   Replied`, etc.) the time is displayed, along with the necessary action for that activity to be
+   activated (e.g. `Replied after 2 Hours`).
+
+   .. image:: understanding_metrics/replied-after-activity-time-trigger.png
+      :align: center
+      :alt: Time trigger display when dependent on another activity in Odoo Marketing Automation.
+
+In the activity block, an icon represents each activity type. An :guilabel:`✉️ (envelope)` icon
+means the activity is an email. Three tiny, interlocking :guilabel:`⚙️ (gear)` icons means the
+activity is an internal action. And, a small, basic :guilabel:`📱 (mobile)` icon means the activity
+is an SMS.
 
 .. tip::
-   Filters can also be applied to individual activities, in the :guilabel:`Domain` section of the
-   :guilabel:`Activity` pop-up form. Use this feature to specify an individual filter that will
-   *only* be performed if the records satisfy *both* filter criteria — the activity filter and its
-   specific domain filter.
+   The activity type name is also displayed in smaller font below the activity title.
 
-.. example::
-   When configuring an SMS activity, make sure a certain phone number is set, in order to avoid
-   triggering a SMS that would never be sent.
+Beside the activity icon, at the top of the activity block, is the title of the activity. To the
+right of the activity title, there are :guilabel:`Edit` and :guilabel:`Delete` buttons.
 
-   .. image:: understanding_metrics/individual-filter-to-activity.png
+Click :guilabel:`Edit` to open the :guilabel:`Open: Activities` pop-up form for that specific
+activity, in which that activity can be modified. Click the :guilabel:`Delete` button to completely
+delete that specific activity from the workflow.
+
+.. seealso::
+   :doc:`/applications/marketing/marketing_automation/getting_started/workflow_activities`
+
+Activity graph tab
+------------------
+
+In every activity block, the :guilabel:`Graph (pie chart icon)` tab is open by default, displaying
+related metrics as a simple line graph. The success metrics are represented in `green` and the
+rejected metrics are represented in `red`.
+
+Numerical representations of both :guilabel:`Success` and :guilabel:`Rejected` activities are shown
+to the right of the line graph.
+
+.. tip::
+   Hovering over any point in the line graph of the activity block reveals a notated breakdown of
+   data for that specific date.
+
+   .. image:: understanding_metrics/graph-breakdown-data.png
       :align: center
-      :alt: A relevant targeting filter that applies to a type of individual activity.
+      :alt: Hovering over any point in line graph reveals notated breakdown of data in Odoo.
 
-:guilabel:`Success` represents the number of times that the searching for participants — who match
-the criteria filter(s) of that activity — was performed successfully, in relation to the total
-number of participants. If a participant does *not* match the conditions, it will be added to the
-:guilabel:`Rejected` number.
+Beneath the graph in the activity block, for *Email* or *SMS* activity types, a line of accessible
+data figures provide a bird's eye view of the campaign activity, including: :guilabel:`Sent`
+(numerical), :guilabel:`Clicked` (percentage), :guilabel:`Replied` (percentage), and
+:guilabel:`Bounced` (percentage).
 
-.. image:: understanding_metrics/participant-matching-success-vs-rejected.png
+.. tip::
+   Clicking any of those stats on the :guilabel:`DETAILS` line, beneath the line graph, reveals a
+   separate page containing every specific record for that particular data point.
+
+Activity filter tab
+-------------------
+
+Next to the :guilabel:`Graph` tab on the activity block, there's the option to open a
+:guilabel:`Filter` tab (represented by a :guilabel:`filter/funnel` icon).
+
+.. image:: understanding_metrics/activity-filter-tab.png
    :align: center
-   :alt: Overview showing participants who do or do not match filtering criteria on an activity.
+   :alt: What a campaign activity filter tab looks like in Odoo Marketing Automation.
 
-Hovering over the graph on an automation activity block, Odoo displays the number of successful and
-rejected participants, per day, over the last 15 days.
+Clicking the :guilabel:`Filter` tab on an activity block, reveals what the specific filters are for
+that particular campaign activity, and how many records in the database match that specific
+criteria.
 
-.. note::
-   Whenever a new record is added to the :guilabel:`Target` model, it's automatically added to the
-   workflow, and it will start the workflow from the beginning (:guilabel:`Parent Action`).
+.. tip::
+   Clicking the :guilabel:`records` link beneath the displayed filter reveals a separate pop-up
+   window containing a list of all the records that match that specific campaign activity rule(s).
+
+Link tracker
+============
+
+Odoo tracks all URLs used in marketing campaigns. To access and analyze those URLs, navigate to
+:menuselection:`Marketing Automation app --> Reporting --> Link Tracker`. Doing so reveals a
+:guilabel:`Link Statistics` page, wherein all campaign-related URLs can be analyzed.
+
+.. image:: understanding_metrics/campaign-link-tracker.png
+   :align: center
+   :alt: What a campaign activity filter tab looks like in Odoo Marketing Automation.
+
+The default view on the :guilabel:`Link Statistics` page is the :guilabel:`Bar Chart` view, but
+there are different view options available in the upper-left corner. There is the option to view the
+statistics as a :guilabel:`Line Chart` or :guilabel:`Pie Chart`.
+
+Beside that, there is also the option to view the statistics as :guilabel:`Stacked`, and the data
+can be put into :guilabel:`Descending` or :guilabel:`Ascending` order.
+
+To the far-left of the view options, there is the :guilabel:`Measures` drop-down menu. When clicked,
+the options to view the :guilabel:`Number of Clicks` or total :guilabel:`Count` are available. And,
+to the right of the :guilabel:`Measures` drop-down menu, there's the ability to add any data to a
+spreadsheet by clicking the :guilabel:`Insert in Spreadsheet` button.
+
+Also, in the upper-right corner of the :guilabel:`Link Statistics` page, to the far-right of the
+search bar, there are additional view options to choose from: the default :guilabel:`Graph` view,
+the :guilabel:`Pivot` table view, and the :guilabel:`List` view.
+
+Traces
+======
+
+Odoo tracks all activities used in every marketing campaign. The data related to these activities
+can be accessed and analyzed in the :guilabel:`Traces` page, which can be found by navigating to
+:menuselection:`Marketing Automation app --> Reporting --> Traces`.
+
+.. image:: understanding_metrics/traces-page-marketing-automation.png
+   :align: center
+   :alt: The Traces page in the Odoo Marketing Automation application.
+
+The default view on the :guilabel:`Traces` page is the :guilabel:`Bar Chart` view, but there are
+different view options available in the upper-left corner. There is the option to view the
+statistics as a :guilabel:`Line Chart` or :guilabel:`Pie Chart`.
+
+At the top of the graph, there's a color key, informing the user which activities have been
+:guilabel:`Processed`, :guilabel:`Scheduled`, and :guilabel:`Rejected`. There's also an outline
+indicator to inform users of the :guilabel:`Sum` of certain activities, as well.
+
+Beside the various view option in the upper-left corner of the :guilabel:`Traces` page, there is
+also the option to view the statistics as :guilabel:`Stacked`, and the data can be put into
+:guilabel:`Descending` or :guilabel:`Ascending` order.
+
+To the far-left of the view options, there is the :guilabel:`Measures` drop-down menu. When clicked,
+the options to view the :guilabel:`Document ID` or total :guilabel:`Count` are available. And, to
+the right of the :guilabel:`Measures` drop-down menu, there's the ability to add any data to a
+spreadsheet by clicking the :guilabel:`Insert in Spreadsheet` button.
+
+Also, in the upper-right corner of the :guilabel:`Link Statistics` page, to the far-right of the
+search bar, there are additional view options to choose from: the default :guilabel:`Graph` view,
+the :guilabel:`Pivot` table view, and the :guilabel:`List` view.
+
+Participants
+============
+
+Odoo tracks all participants related to every marketing campaign. The data related to these
+participants can be accessed and analyzed in the :guilabel:`Participants` page, which can be found
+by navigating to :menuselection:`Marketing Automation app --> Reporting --> Participants`.
+
+.. image:: understanding_metrics/participants-page-marketing-automation.png
+   :align: center
+   :alt: The Participants page in the Odoo Marketing Automation application.
+
+The default view on the :guilabel:`Participants` page is the :guilabel:`Pie Chart` view, but there
+are different view options available in the upper-left corner. There is the option to view the
+statistics as a :guilabel:`Line Chart` or :guilabel:`Bar Chart`.
+
+At the top of the graph, there's a color key that describes the type of participants found in the
+graph.
+
+To the far-left of the view options, there is the :guilabel:`Measures` drop-down menu. When clicked,
+the options to view the :guilabel:`Record ID` or total :guilabel:`Count` are available. And, to the
+right of the :guilabel:`Measures` drop-down menu, there's the ability to add any data to a
+spreadsheet by clicking the :guilabel:`Insert in Spreadsheet` button.
+
+Also, in the upper-right corner of the :guilabel:`Link Statistics` page, to the far-right of the
+search bar, there are additional view options to choose from: the default :guilabel:`Graph` view,
+the :guilabel:`Pivot` table view, and the :guilabel:`List` view.