documentation/content/applications/marketing/marketing_automation/understanding_metrics.md

Campaign metrics

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.

Activity analytics

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.

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:alt: An activity block in the workflow section with useful analytical data in Odoo.

To the left of the activity block, the configured {doc}trigger time <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} 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).

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: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} The activity type name is also displayed in smaller font below the activity title. :::

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.

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}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.

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:alt: Hovering over any point in line graph reveals notated breakdown of data in Odoo.

:::

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).

:::{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).

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:alt: What a campaign activity filter tab looks like in Odoo Marketing Automation.

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.

:::{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.

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: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.

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: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.

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: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.