Measure email campaign performance
Read delivery, engagement, link, and downstream conversion signals in context and turn them into a better next test.
What you’ll achieve
- A campaign review that separates deliverability from engagement and ties channel signals to an owned customer outcome.
Follow the workflow
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1
Open Actions → Messages → Emails
Choose a sent campaign and open Analytics. Confirm the workspace, audience, send time, and message version before comparing results.
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2
Start with delivery quality
Review queued, sent, delivered, failed, skipped, bounced, complained, and unsubscribed counts. Diagnose delivery problems before interpreting engagement.
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3
Read engagement together
Compare opens, unique clicks, click-through behavior, and link-level activity. Treat opens as directional because mailbox privacy and image proxying can affect them.
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4
Inspect destinations and products
Identify which calls to action and product links attracted interaction. Confirm that a high-click destination also delivered a coherent landing experience.
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5
Connect to owned outcomes
Use pixel, contact timelines, orders, and workflow events to evaluate signups, purchases, revenue, or other primary outcomes within a documented window.
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6
Compare like with like
Compare equivalent audiences, objectives, seasonality, send timing, and campaign types. A broad sale and a small replenishment message should not share one simplistic benchmark.
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7
Write the next test
Choose one evidence-based change to audience, subject, content, recommendation source, offer, timing, or destination and define its success metric.
Verify your work
- Delivered, failed, skipped, and recipient counts are understood
- Top links and product destinations have been checked
- The next test changes one defined variable with a success metric
If something doesn’t look right
Analytics is empty
Confirm the campaign was sent rather than saved, and allow provider events to arrive.
Clicks exist but conversions do not
Verify destinations, UTMs, pixel events, identity linkage, and conversion window.
Open rate looks unusual
Account for mailbox privacy and compare clicks or downstream events.
Limitations and safeguards
Provider events, privacy features, cross-device identity, consent, attribution windows, and offline conversions can limit measurement completeness.