diff --git a/content/applications/marketing/marketing_automation/advanced/understanding_metrics.rst b/content/applications/marketing/marketing_automation/advanced/understanding_metrics.rst index e99fbef43..1fe124acb 100644 --- a/content/applications/marketing/marketing_automation/advanced/understanding_metrics.rst +++ b/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. 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