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Original
2026-01-01
Modified
2026-03-10
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<p>Primary focus</p>
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<p>Marketing reports that track email and SMS performance help you measure and improve how well your marketing works by giving you insight into the performance and impact of your marketing efforts.</p>
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<p>Campaign and marketing performance metrics</p>
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<p>Marketing metrics are essential for day-to-day campaign optimization, but they represent just one piece of the larger analytics puzzle.</p>
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<p>Customer behaviour, product insights, and business performance</p>
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<p><em>“For email marketers, marketing reporting typically means tracking deliverability, clicks, opens, and bounces,” says Caitlin Rose, manager, SMB customer growth sales at Klaviyo. “For social media marketers, it’s about ROAS, clicks, and ad spend metrics.”</em></p>
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<p>Key metrics</p>
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<p>Here are the primary types of reports you find within marketing reporting:</p>
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<p>• Email and SMS opens and clicks• Campaign conversion rates• Basic attribution• Landing page performance• Form submission rates</p>
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<p>•<strong>Campaign performance tracking</strong>: Measure email and SMS marketing automated flow and campaign results, including tracking open rates, click rates, and order rates at a high level or by individual message. You can also monitor form submission rates and landing page performance. All of this helps you understand which messages resonate best with your audience, or best with specific segments of your audience.</p>
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<p>• Customer lifetime value prediction• RFM (Recency, Frequency, Monetary) scoring• Product affinity patterns• Customer behaviour predictions• Cohort performance</p>
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<p>•<strong>Marketing attribution</strong>: See which marketing channels drive the most revenue for your brand, and get a basic understanding of customer paths to purchase.</p>
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<p>Time orientation</p>
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<p>•<strong>Marketing ROI measurement</strong>: Calculate marketing costs vs. revenue by tracking conversion metrics by channel, which helps you measure campaign profitability, monitor customer acquisition costs, and understand ROAS.</p>
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<p>Historical reporting of past performance</p>
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<p>Basic audience insights: View subscriber growth and engagement, track basic list performance metrics, monitor deliverability metrics, and view engagement and conversion metrics by customer segment.</p>
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<p>Predictive insights and future behavior forecasting</p>
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<p>Depth of analysis</p>
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<p>Surface-level performance metrics</p>
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<p>Deep behavioural patterns and customer segmentation</p>
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<p>User expectation</p>
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<p>Basic reporting capabilities included with many marketing platforms</p>
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<p>Customer capabilities you won’t find in standard marketing tools</p>
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<p>Primary use cases</p>
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<p>• Track marketing ROI• Monitor campaign effectiveness• Basic list growth analytics</p>
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<p>• Predict customer behaviour• Optimise customer journeys• Product journey mapping• Customer segmentation• Strategic business decisions</p>
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<p>Customer insight level</p>
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<p>Basic subscriber and list metrics</p>
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<p>Comprehensive customer behaviour patterns and predictions</p>
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<p>Integration level</p>
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<p>Typically channel-specific (email, SMS, etc.)</p>
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<p>Unified cross-channel customer view</p>
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<p>Business impact</p>
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<p>Tactical campaign optimisation</p>
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<p>Strategic growth decisions and customer understanding</p>
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<p>Data processing</p>
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<p>Standard performance metrics</p>
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<p>AI-powered insights and predictions</p>
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