Last modified May 17, 2021 by Shelly Wolfe

Campaign reports

Swrve’s Campaign center has two options for viewing your campaign results. Use the available filters to customize your campaigns view, for example, by state or channel.

  • High-level overview – In the Campaigns center, the campaign card displays high-level metrics for a campaign, such as audience and engagement. To expand the campaign summary card and view additional metrics, select View metrics Campaign reports.
  • Detailed report – On the builder page for a specific campaign, to view the detailed campaign report, select View Report.

This article mainly covers the campaign channels that use the consolidated campaign workflow. For information on the campaign channels that are not mentioned below, see the following articles:


Campaign report

The Campaign Report screen displays campaign details and channel-based metrics for your campaign results. It also displays Swrve’s default tracking metrics and results for any custom goals you selected when creating the campaign.

Example of a recurring push campaign report header with multiple variants

Campaign details

The report header displays general campaign information, depending on the channel:

  • Campaign name: The name given to the campaign.
  • Channel: The campaign delivery channel.
  • Campaign status: The current status of the campaign. For more information about the different campaign states, see Managing your campaigns.

Push - Standard & Quick

  • Created on: The date the campaign was created.
  • First sent: The date and time the campaign was first sent.
  • Last sent: The date and time the campaign was last sent if a recurring campaign.

Push via API

  • Created on: The date the campaign was created.
  • Last sent: The date and time of the last push notification that was sent for this campaign.

In-app message & Embedded

  • Updated on: The date the campaign was last updated.
  • Start Date: The start date of the campaign.
  • End Date: The end date of the campaign.

Email & SMS

  • Created on: The date the campaign was created.
  • First sent: The date and time the campaign was first sent.
  • Last sent: The date and time the campaign was last sent if a recurring campaign.

Overview

The Overview row of the report displays totals for the campaign performance funnel, from the start of the campaign. If relevant, it might also include further technical details about the campaign results. To view the additional details, select the info icon under the audience total.

If you select the info icon under the audience total, a dialog window displays further technical details about the campaign.

To view metrics for each campaign channel, select the related tab.

Push - Standard & Quick

The Overview metrics for standard and quick push campaigns are the same. For recurring standard push campaigns, the numbers represent the accumulated totals since the start of the campaign.

  • Audience:  The total number of your targeted users who were eligible to receive the push notification.
  • Sent: The total number of users to whom Swrve sent the notification, and it wasn’t rejected by the push provider.
  • Influenced: The total number of users who didn’t directly engage with the notification but opened the app within a 12-hour window after the push notification was sent.
  • Engaged: The total number of users who engaged with the push notification.

Campaign results:

  • N push notifications were successfully sent: The number of user devices that qualified for the push notification and were processed by Swrve’s push notification batch job.
  • N devices were not sent push due to app uninstalls: The number of devices that were not sent the push notification because the app was uninstalled prior to the push.
  • N push notifications failed to send: The number of device tokens for which an error occurred in the push notification batch job, preventing them from being sent to Apple or Google.
  • Last message was sent at [date and time]: The date and time of the last push notification that was sent for this campaign.
  • N devices were targeted: The number of user devices that qualified for the push notification (that is, the number of devices with a device token for the platform(s) of your app).
  • N devices were not sent due to absence of required user property, where no default value was specified: The number of devices that could not be sent a personalized push message, since the message included a user property reference with no fallback option, and the user did not have a value set for that user property.
  • N batches failed: Swrve sends push notifications in batches of 10,000 users at a time. If something goes wrong when sending a batch and the entire batch fails, displays the number of failed batches.
  • N messages were rejected immediately on platform [platform name]: The number of device tokens immediately rejected by Apple or Google (due to token invalidity, for example). To view the error message returned by Apple or Google for each rejected device token, select show causes of rejection.

Push - Via API

  • Audience: The total number of users who were eligible to receive the push notification, as determined by the user IDs included in your Push API call. A user might receive the same message more than once, so this number represents the total number of times the push was received, rather than the unique number of users.
  • Sent: The total number of users to whom Swrve sent the notification, and it wasn’t rejected by the push provider.
  • Influenced: The total number of users who didn’t directly engage with the notification but opened the app within a 12-hour window after the push notification was sent.
  • Engaged: The total number of users who engaged with the push notification

Campaign results:

  • There were N Push API requests: The total number of attempted calls to the Swrve Push API.
  • N requests failed due to rate-limiting: The number of push API requests that could not be sent due to the app sending too many requests per second and exceeding Swrve’s API rate limits.
  • N requests failed due to message text being too large: The number of push API requests that could not be sent due to the message text exceeding the size limit of 4 KB.
  • N requests failed due to a missing message: The number of push API requests that could not be sent due to the message not including body text.
  • N requests failed due to no push token being registered for that user: The number of push API requests that could not be sent due to no push device token existing for the user ID. This might be because the user hasn’t been prompted to accept push notifications or they opted out of receiving push notifications from your app.
  • N requests failed due to unknown external_user_id: The number of push API requests that could not be sent due to Swrve not recognizing the external user ID. Check that the ID you’ve provided is correct.
  • N requests failed due to other reasons: The number of push API requests that could not be sent due to other reasons. For a list of error codes you might receive when using the Push API, see the Swrve Push API guide.
  • N push notifications were successfully sent: The number of user devices that qualified for the push notification and were processed by Swrve’s push notification batch job.
  • N devices were not sent push due to app uninstalls: The number of devices that were not sent the push notification because the app was uninstalled prior to the push.
  • N push notifications failed to send: The number of device tokens for which an error occurred in the push notification batch job, preventing them from being sent to Apple or Google.
  • Last message was sent at [date and time]: The date and time of the last push notification that was sent for this campaign.

In-app message

  • Users: The number of users exposed to the in-app message campaign.
  • Viewed: The total number of times the in-app message was shown (for example, the same user may see the message multiple times).
  • Engaged: The number of times users who viewed the message engaged with one of the following actions:
    • Copy-to-clipboard – Copies the button’s contents to the device’s clipboard.
    • Deeplink – Directs users to a custom location by means of a deeplink.
  • Engagement rate: The percentage of campaigns viewed that resulted in an engagement.

Embedded

  • Users: The number of users exposed to the embedded campaign.
  • Delivered: The total number of embedded campaigns successfully triggered (for example, the same user may receive the embedded campaign multiple times).
  • Engaged: The number of times users who triggered the campaign engaged with the campaign’s content.
  • Engagement rate: The percentage of campaigns triggered that resulted in an engagement.

Email

  • Audience: The total number of users the email was sent to and the percentage of your total user base the audience represents.
  • Delivered: The number of emails that were successfully delivered to recipients as a total count and the percentage of the audience.
  • Unique opens: The number of emails that were opened by recipients as a total count and the percentage of the number delivered.
  • Unique clicks: The number of emails where the recipient clicked a link within the message as a total count and the percentage of the number opened.

SMS

  • Audience: The total number of users the message was sent to and the percentage of your total user base the audience represents.
  • Sent: The number of messages successfully sent as a total count and the percentage of the audience.
  • Delivered: The total number of messages successfully delivered to users as a total count and the percentage of the number sent.

Campaign goals

This section displays results for the default and custom goals included in your campaign. Depending on the campaign channel, select the user cohort link (for example, Viewed, Sent, Delivered, Opened, Clicked, Engaged) to view the metrics for that group of users.

  • Time engaged: The average number of minutes spent in app by users in each cohort.
  • No. of sessions: The average number of individual sessions of users in each cohort.
  • Revenue: The total revenue generated for the campaign for each user cohort.
  • Custom goals: The total number of each custom goal (for example, event count, items purchased) for each user cohort.

Button metrics

For push notification campaigns, if your campaign includes custom buttons, this section displays the number of users who selected each button and the percentage based on the total number of notifications sent.

More key metrics

For some campaign channels, the More key metrics section displays additional metrics.

Email

  • Bounced: Number of users where the message was bounced because the receiving server could not or would not accept the message.
  • Spam report: Number of users who marked the message as spam.
  • Processed: Number of users where the message has been received by the server and is ready to be delivered.
  • Dropped: Number of users where the message was dropped due to one of the following reasons:
    • Invalid SMTPAPI header
    • Spam Content (if spam checker app enabled)
    • Unsubscribed Address
    • Bounced Address
    • Spam Reporting Address
    • Invalid
    • Recipient List over Package Quota
  • Deferred: Number of users where the recipient’s email server temporarily rejected the message.

SMS

  • Failed: Number of users where the message failed to be sent. This can happen for various reasons including queue overflows, account suspensions, and media errors (in the case of MMS).
  • Queued: Number of users where the API request to send a message was successful and the message is queued to be sent out. This is the initial status when you are not using a Messaging Service.
  • Undelivered: Number of users where Twilio received a delivery receipt indicating that the message was not delivered. This can happen for a number of reasons including carrier content filtering, availability of the destination device, and so on.

Metric explorer

The Metric explorer displays a bar chart or line graph of certain key metrics for each user cohort (for example, Viewed, Delivered, Opened, Clicked, Engaged), over the selected time series and granularity. The bar chart Bar chart icon shows the totals for the campaign, while the line graph Line chart icon breaks down the metrics by variant, if applicable. To toggle between the two views, select the appropriate icon.

The Metric explorer displays a bar chart or line graph of key campaign metrics with the option to select different time series.

Select a metric from the list to view results for the following:

  • Number of Users: Total number of users in each cohort.
  • Revenue: Total revenue generated.
  • Number of Sessions: The number of sessions started during the selected time granularity. Sessions that span two time granularities are counted against the one in which the session started.
  • Time in App: The average number of minutes spent in app by users in each cohort.
  • Active Users: The number of users who were active during the selected time series and granularity.
  • Revenue / User: The revenue generated per active user.
  • Number of Sessions / User: The number of sessions per active user.
  • Number of Events: The total number of entry events for each cohort of users (for example, total number of times a user opened or clicked a message).
  • Any custom goals selected when creating the campaign.

Campaign metrics are tracked and reported for the attribution period you selected when first setting up the campaign. If the Metric Explorer is not displaying any data for a one-time campaign, try adjusting the time series and granularity to include the campaign date and attribution period.

Time series and granularity

By default, the Metric Explorer displays results for the past 7 days. To view a metric over any combination of time series and granularity, use the options on the right. Each time series displays a default granularity but you can adjust the granularity by selecting another option as required.

Time series Default granularity
Last 24 hrs Hourly
Last 7 Days Daily
Last 14 Days Daily
Last 4 Weeks Weekly
Last 6 Months Monthly
All Time Monthly

Partial data

KPIs are updated regularly throughout the day, so if your chart includes a current time granularity, it may only display partial data (semi-shaded bar).

Download a CSV file of campaign metrics

To download a CSV file of the current selection of metrics and time series, select Download CSV Download icon.


Next steps