Campaign statistics: What do they tell you?

Tabata Vossen -

There is more to interactive marketing than just launching campaigns. Once you have published your campaign, it's also time to take a look at your campaigns' performance, monitor your ROI and understand how to improve your future marketing operations. "But how do I do this?", we hear you ask. Fear not! In this post, you'll learn how to view and understand your campaign reports.

The thing to know: This article is about the campaign statistics, especially the Dashboard. If you're using the Detailed Report or Global Statistics, it will be a little different. Search our Knowledge Base to learn more about viewing stats and exporting data in Qualifio.

Viewing Campaign statistics

Once you get a campaign live, you can view related statistics.

About the Dashboard metrics

The Dashboard displays a summary of campaign performance so you can track its progress. Here's an example of what you might see in your Dashboard:

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Participations

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This metric indicates the number of "valid" participations that happened.

  • In identified campaigns, a participation is considered "valid" when the form is submitted.
    • If the form is shown after the questionnaire or game (default configuration), the participation will be counted only when the form is submitted. So even though a participant might have answered all the questions or completed/skipped the game (Puzzle, Memory, Guess the Word, etc.), if they do not submit the form their participation won't be taken into account.
    • If the form is shown before the questionnaire or game, the participation will be counted as soon as the form is submitted, even if the questions are left unanswered.
  • In anonymous campaigns (that don't have a form), a participation is counted when all the questions have been answered (or when the game was completed/skipped) and the exit screen has been shown.

→ In the example above, 15,726 participations were recorded in your campaign.

Unique participants

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This metric tells you how many different users took part in your campaign. A participant is considered unique based on the combination of three fields (the "trigram"): first name, last name and email address.

Keep in mind that those three fields must have a CRM variable assigned to them in order to be recognised. All ID fields in Qualifio have a default variable assigned. However, if you create a new alphanumeric field named "First name" and it isn't assigned the {firstname} CRM variable, then we won't know it is the participant's first name.

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This means that two participations that have the same first name, the same last name and the same email, will be considered as one person. Conversely, if two participations happen with the same first name, the same last name, but a different email address – or the same first name, the same email address and a different last name, those will be considered different participants. Fields are not case-sensitive.

→ In the example above, 15,050 different users took part in your campaign. The remaining 676 participations came from users who had already participated in this campaign at least once.

New participants

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When you get new leads, they will be shown as new participants in your campaign report. A new lead is, in fact, a new trigram (first name, last name, email) –and thus a new record within the Qualifio CRM. Every unique contact that never took part in a previous Qualifio campaign on your channels will be counted as a new participant. This is a good indicator of how successful your campaign was at attracting new prospects.

→ In the example above, statistics show that 4,199 new participants were recorded in the Qualifio CRM. They represent 4,199 new combinations of first name, last name and email. Some of the email addresses might already be known. However, they were used with a different first name and/or last name and are thus considered a new contact.

Total page views

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This metric tells you how many campaign pages were visited in total. A page view happens when a visitor views at least one of your campaign pages. So, for a campaign that is made of 4 pages (welcome screen, one-page questionnaire or unique question, form, exit screen): a website visitor that only views your campaign but doesn't take part in it will add a page view to your report. A participant that engages with your campaign but doesn't complete it might add 2 or 3 page views. Last but not least, a participant that completes your campaign will add 4 page views to your campaign report.

The thing to know: In Google Analytics, your total pageview count goes up when a user clicks "reload" after reaching the page. In Qualifio, your total pageview count goes up only when a user lands on a page of your campaign, not when they click "reload".  This is a very common reason why pageviews may appear incorrect.

Completion rate

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Indicates the proportion of participations that went to the end of the campaign. This percentage is calculated by comparing the number of views recorded on the first page of the campaign (welcome screen or other) with the number of views recorded on the last page of the campaign (exit screen).

We also show the absolute number of participations that went to the final screen of your campaign. That is the number of views recorded on the last page of the campaign (exit screen).

→ In the example above, only 40% of users who saw the first screen of the campaign completed their participation to the exit screen. This means that 60% of them left before that exit screen. You can use the funnel to identify where most of them dropped out.

Facebook shares

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Before we can add Facebook sharing stats to your campaign reports, you need to turn on at least one of our Facebook social sharing options.

The Facebook shares stat reveals how many times participants shared your campaign on Facebook. This includes shares that were done thanks to sharing buttons, exit screen actions, incentivised shares, as well as shares of personality test profiles or football teams. This number does not include any shares that were made to Facebook by copying the campaign's URL and pasting it to the social network.

Participations waiting for validation

When validation emails are used, the participation's status is "waiting for validation" until the participant confirms their email. Read more about how to use email validation →

IP addresses

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In this section, you'll find the list of the IP addresses from which your campaign was accessed and taken part in. The IP addresses are hashed for privacy reasons. This is a good indicator of potential cheating or fraud, e.g. if 80% of your traffic comes from the same IP address. You can limit participations to your campaign by IP address →

My campaign results seem incorrect

Here are some things to keep in mind:

  • Bad configuration: Identified campaigns without form and trigram fields without CRM variables assigned are common examples of bad configurations. When no value is found for the trigram (first name, last name, email), a default "John Doe" value will be used instead. This will result in a high number of participations but only 1 unique and new participant: John Doe.
  • Participation limit: Did you set a participation limit while the campaign was already running? You might also have test participations that were not deleted before the campaign went live.
  • Double tracking: That is, more than one Google Analytics tracking code on the page. If you put your tracking code on the parent page and the campaign frame, you could be loading one page but wind up with multiple pageviews firing. Each script records a new visit, even if they are on the same page. So: having multiple scripts per page can lead to inaccurate reporting.
  • Poor connection: When end-users have a slow connection speed, it may result in problems loading the page and mess up your data, especially the number of pageviews.
  • User disabled Javascript: When users disable Javascript, there is no way to track them due to the fact that, like most analytics tools, Qualifio relies on a Javascript tag to track pageviews, sending events from the participant's browser. This tag is asynchronous, meaning it is executed after the campaign has been loaded. If your participants disable JavaScript in their browsers to access your campaign (a common practice among professional compers), the tracking of pageviews will be affected.

 

Additional resources