[IMP] marketing automation: update understanding_metrics for 16
closes odoo/documentation#5161 Signed-off-by: Zachary Straub (zst) <zst@odoo.com>
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=====================
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Understanding metrics
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=====================
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================
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Campaign metrics
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================
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Metrics are detailed statistics that measure the progress and success of marketing campaigns. When
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creating marketing activities in a workflow, Odoo visually displays various metrics related to the
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campaign with detailed graphs and in-depth data.
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*Campaign metrics* are detailed statistics and analytics within a marketing campaign, measuring its
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success and effectiveness. Triggered marketing activities populate relevant activity blocks with
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real-time metrics, in the campaign detail form.
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.. example::
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A typical line graph in a marketing automation workflow showcasing the success rate of an email.
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Activity analytics
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==================
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.. image:: understanding_metrics/commercial-prospection-campaign-example.png
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:align: center
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:alt: An example of a marketing automation campaign in Odoo.
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In the :guilabel:`Workflow` section of a campaign detail form in the *Marketing Automation* app,
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where the various campaign activities are located, a collection of useful data can be found on every
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individual activity block, like number of communications :guilabel:`Sent`, percentage of messages
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that have been :guilabel:`Clicked`, and more.
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In this case, the :guilabel:`Target` of this campaign is set to :guilabel:`Lead/Opportunity`, and
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was narrowed down to *only* focus on the leads (or opportunities) whose :guilabel:`Tag Name`
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contains a value of `product` — and *also* have an email address set up in the database.
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Beneath the filter nodes, Odoo displays how many records in the database fall into the
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previously-specified criteria filter.
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.. example::
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Below, there are 18 records in the database that match the criteria.
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.. image:: understanding_metrics/marketing-automation-lead-filters.png
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:align: center
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:alt: Lead generation filters used to refine records on automation campaigns in Odoo.
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At the top of the marketing automation campaign form, there are a series of smart buttons. The
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:guilabel:`Participations` smart button in this example indicates that, out of those 18 records, 25
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have become participants. In other words, they have matched the criteria, and have already
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interacted with the campaign in one way or another.
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.. note::
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:guilabel:`Records` represent a real-time number. Therefore, while the workflow is running,
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changes in opportunity records (deletions, additions, or adjustments) may occur.
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This means there will be real-time updates to the number of :guilabel:`Records`, but such updates
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do *not* change the number of :guilabel:`Participants`, as the metric *will not* exclude
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opportunities that have already been set as :guilabel:`Participants` before — Odoo just adds new
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ones.
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That's why the number of :guilabel:`Records` can be different from the number of
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:guilabel:`Participants` from time to time.
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.. image:: understanding_metrics/campaign-records-vs-participants.png
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.. image:: understanding_metrics/activity-analytics-block-sample.png
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:align: center
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:alt: Difference between real-time record count and total participants on a marketing campaign.
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:alt: An activity block in the workflow section with useful analytical data in Odoo.
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Whenever the system runs, updating numbers and triggering actions, it will look at the
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:guilabel:`Target` model, and check if new :guilabel:`Records` have been added (or modified), which
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always keeps the flow up-to-date.
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To the left of the activity block, the configured :doc:`trigger time
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<../getting_started/workflow_activities>` is displayed as a duration (either :guilabel:`Hours`,
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:guilabel:`Days`, :guilabel:`Weeks`, or :guilabel:`Months`) if it corresponds to period after the
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workflow begins.
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.. note::
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The :guilabel:`Filter` here is applied to *all* activities. Leads that lose that specific tag
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(`product`) in the meantime will be excluded from later activities.
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If the trigger time is dependent on another activity or triggering action (e.g. :guilabel:`Mail:
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Replied`, etc.) the time is displayed, along with the necessary action for that activity to be
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activated (e.g. `Replied after 2 Hours`).
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.. image:: understanding_metrics/replied-after-activity-time-trigger.png
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:align: center
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:alt: Time trigger display when dependent on another activity in Odoo Marketing Automation.
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In the activity block, an icon represents each activity type. An :guilabel:`✉️ (envelope)` icon
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means the activity is an email. Three tiny, interlocking :guilabel:`⚙️ (gear)` icons means the
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activity is an internal action. And, a small, basic :guilabel:`📱 (mobile)` icon means the activity
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is an SMS.
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.. tip::
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Filters can also be applied to individual activities, in the :guilabel:`Domain` section of the
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:guilabel:`Activity` pop-up form. Use this feature to specify an individual filter that will
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*only* be performed if the records satisfy *both* filter criteria — the activity filter and its
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specific domain filter.
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The activity type name is also displayed in smaller font below the activity title.
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.. example::
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When configuring an SMS activity, make sure a certain phone number is set, in order to avoid
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triggering a SMS that would never be sent.
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Beside the activity icon, at the top of the activity block, is the title of the activity. To the
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right of the activity title, there are :guilabel:`Edit` and :guilabel:`Delete` buttons.
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.. image:: understanding_metrics/individual-filter-to-activity.png
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Click :guilabel:`Edit` to open the :guilabel:`Open: Activities` pop-up form for that specific
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activity, in which that activity can be modified. Click the :guilabel:`Delete` button to completely
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delete that specific activity from the workflow.
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.. seealso::
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:doc:`/applications/marketing/marketing_automation/getting_started/workflow_activities`
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Activity graph tab
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------------------
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In every activity block, the :guilabel:`Graph (pie chart icon)` tab is open by default, displaying
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related metrics as a simple line graph. The success metrics are represented in `green` and the
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rejected metrics are represented in `red`.
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Numerical representations of both :guilabel:`Success` and :guilabel:`Rejected` activities are shown
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to the right of the line graph.
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.. tip::
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Hovering over any point in the line graph of the activity block reveals a notated breakdown of
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data for that specific date.
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.. image:: understanding_metrics/graph-breakdown-data.png
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:align: center
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:alt: A relevant targeting filter that applies to a type of individual activity.
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:alt: Hovering over any point in line graph reveals notated breakdown of data in Odoo.
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:guilabel:`Success` represents the number of times that the searching for participants — who match
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the criteria filter(s) of that activity — was performed successfully, in relation to the total
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number of participants. If a participant does *not* match the conditions, it will be added to the
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:guilabel:`Rejected` number.
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Beneath the graph in the activity block, for *Email* or *SMS* activity types, a line of accessible
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data figures provide a bird's eye view of the campaign activity, including: :guilabel:`Sent`
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(numerical), :guilabel:`Clicked` (percentage), :guilabel:`Replied` (percentage), and
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:guilabel:`Bounced` (percentage).
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.. image:: understanding_metrics/participant-matching-success-vs-rejected.png
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.. tip::
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Clicking any of those stats on the :guilabel:`DETAILS` line, beneath the line graph, reveals a
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separate page containing every specific record for that particular data point.
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Activity filter tab
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-------------------
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Next to the :guilabel:`Graph` tab on the activity block, there's the option to open a
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:guilabel:`Filter` tab (represented by a :guilabel:`filter/funnel` icon).
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.. image:: understanding_metrics/activity-filter-tab.png
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:align: center
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:alt: Overview showing participants who do or do not match filtering criteria on an activity.
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:alt: What a campaign activity filter tab looks like in Odoo Marketing Automation.
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Hovering over the graph on an automation activity block, Odoo displays the number of successful and
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rejected participants, per day, over the last 15 days.
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Clicking the :guilabel:`Filter` tab on an activity block, reveals what the specific filters are for
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that particular campaign activity, and how many records in the database match that specific
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criteria.
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.. note::
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Whenever a new record is added to the :guilabel:`Target` model, it's automatically added to the
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workflow, and it will start the workflow from the beginning (:guilabel:`Parent Action`).
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.. tip::
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Clicking the :guilabel:`records` link beneath the displayed filter reveals a separate pop-up
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window containing a list of all the records that match that specific campaign activity rule(s).
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Link tracker
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============
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Odoo tracks all URLs used in marketing campaigns. To access and analyze those URLs, navigate to
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:menuselection:`Marketing Automation app --> Reporting --> Link Tracker`. Doing so reveals a
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:guilabel:`Link Statistics` page, wherein all campaign-related URLs can be analyzed.
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.. image:: understanding_metrics/campaign-link-tracker.png
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:align: center
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:alt: What a campaign activity filter tab looks like in Odoo Marketing Automation.
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The default view on the :guilabel:`Link Statistics` page is the :guilabel:`Bar Chart` view, but
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there are different view options available in the upper-left corner. There is the option to view the
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statistics as a :guilabel:`Line Chart` or :guilabel:`Pie Chart`.
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Beside that, there is also the option to view the statistics as :guilabel:`Stacked`, and the data
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can be put into :guilabel:`Descending` or :guilabel:`Ascending` order.
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To the far-left of the view options, there is the :guilabel:`Measures` drop-down menu. When clicked,
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the options to view the :guilabel:`Number of Clicks` or total :guilabel:`Count` are available. And,
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to the right of the :guilabel:`Measures` drop-down menu, there's the ability to add any data to a
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spreadsheet by clicking the :guilabel:`Insert in Spreadsheet` button.
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Also, in the upper-right corner of the :guilabel:`Link Statistics` page, to the far-right of the
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search bar, there are additional view options to choose from: the default :guilabel:`Graph` view,
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the :guilabel:`Pivot` table view, and the :guilabel:`List` view.
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Traces
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======
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Odoo tracks all activities used in every marketing campaign. The data related to these activities
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can be accessed and analyzed in the :guilabel:`Traces` page, which can be found by navigating to
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:menuselection:`Marketing Automation app --> Reporting --> Traces`.
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.. image:: understanding_metrics/traces-page-marketing-automation.png
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:align: center
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:alt: The Traces page in the Odoo Marketing Automation application.
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The default view on the :guilabel:`Traces` page is the :guilabel:`Bar Chart` view, but there are
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different view options available in the upper-left corner. There is the option to view the
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statistics as a :guilabel:`Line Chart` or :guilabel:`Pie Chart`.
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At the top of the graph, there's a color key, informing the user which activities have been
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:guilabel:`Processed`, :guilabel:`Scheduled`, and :guilabel:`Rejected`. There's also an outline
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indicator to inform users of the :guilabel:`Sum` of certain activities, as well.
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Beside the various view option in the upper-left corner of the :guilabel:`Traces` page, there is
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also the option to view the statistics as :guilabel:`Stacked`, and the data can be put into
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:guilabel:`Descending` or :guilabel:`Ascending` order.
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To the far-left of the view options, there is the :guilabel:`Measures` drop-down menu. When clicked,
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the options to view the :guilabel:`Document ID` or total :guilabel:`Count` are available. And, to
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the right of the :guilabel:`Measures` drop-down menu, there's the ability to add any data to a
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spreadsheet by clicking the :guilabel:`Insert in Spreadsheet` button.
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Also, in the upper-right corner of the :guilabel:`Link Statistics` page, to the far-right of the
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search bar, there are additional view options to choose from: the default :guilabel:`Graph` view,
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the :guilabel:`Pivot` table view, and the :guilabel:`List` view.
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Participants
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============
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Odoo tracks all participants related to every marketing campaign. The data related to these
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participants can be accessed and analyzed in the :guilabel:`Participants` page, which can be found
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by navigating to :menuselection:`Marketing Automation app --> Reporting --> Participants`.
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.. image:: understanding_metrics/participants-page-marketing-automation.png
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:align: center
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:alt: The Participants page in the Odoo Marketing Automation application.
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The default view on the :guilabel:`Participants` page is the :guilabel:`Pie Chart` view, but there
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are different view options available in the upper-left corner. There is the option to view the
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statistics as a :guilabel:`Line Chart` or :guilabel:`Bar Chart`.
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At the top of the graph, there's a color key that describes the type of participants found in the
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graph.
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To the far-left of the view options, there is the :guilabel:`Measures` drop-down menu. When clicked,
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the options to view the :guilabel:`Record ID` or total :guilabel:`Count` are available. And, to the
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right of the :guilabel:`Measures` drop-down menu, there's the ability to add any data to a
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spreadsheet by clicking the :guilabel:`Insert in Spreadsheet` button.
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Also, in the upper-right corner of the :guilabel:`Link Statistics` page, to the far-right of the
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search bar, there are additional view options to choose from: the default :guilabel:`Graph` view,
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the :guilabel:`Pivot` table view, and the :guilabel:`List` view.
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