Measuring Impact via Engagement Performance Metrics

Knowing how well calls to action (CTAs), emails, texts, and automations are working helps to create effective campaigns. The data sources in this article are useful engagement performance metrics.

Although the reports don't show revenue numbers, it's common practice to apply the average placement value to attribute direct financial ROI to marketing and engagement campaigns.

Dashboards

Dashboard Overview Tab

Overview dashboard cards provide a quick snapshot of your automations' impact. These cards can be viewed for various time periods. The default is seven days. This can be adjusted in the top right corner.

Overview Card

This card shows the:

• Total number of automations
• Total time the team as saved (every automation equals two minutes saved)
• Number of contacts who have actively engaged with automations

Communication Performance Card

This card measures the volume of emails, texts, and engagements that were sent with the number of responses and the corresponding rates.

Dashboard Candidates Tab

The Dashboard Candidates Tab displays the same information as the Overview tab but is specific to candidates.

Contact Activity

This card provides detailed and summarized activity for candidates. It shows Job Views, Applications, Submissions, and Placements for anyone involved in and automation.

Dashboard Sales Tab

The Dashboard Sales Tab displays the same information as the Overview tab but is specific to Contacts.

Contact Activity

This card shows the following:

• Actions: The number of people that have clicked key pages of the website
• Interests: The number of people that have started a Contact Us form

It's common practice to apply an updated status to contacts who take action from within automation. Doing this allows you to directly attribute marketing activities with subsequent jobs opened and/or placements.

NPS Responses

Recent NPS Responses Card

This card is on all the dashboard tabs. It shows the cumulative NPS across all of the automations and engagements. This can be filtered to just show by candidate, sales contact, or contractor. It also shows the Additional Comments in full detail and the score the commenter provided in the NPS question.

Automation Metrics

Access automation metrics by navigating to Automations > View Metrics. The data provided defaults to the last seven days but can be set to any period.

Email Metrics

The Email Metrics section of Automation Metrics provides a summary of all emails. It also includes key counts and percentages for email marketing performance.

Key metrics to look at include the percentage of Sends, Opens, Clicks, Bounces, and Unsubscribes. You can drill down this information to individual automations by clicking the Automation Name.

Email Metrics Tips

Email metrics are calculated by matching ​the​ filter criteria to the associated activities. Activities are only included if they originated from an email that was sent during the given time span.

• Total Emails: All emails from matching automations sent over the given dates
• Opens: ​The number of emails opened​ from matching automations over the given dates
• Clicks: The number of ​emails ​clic​ked​ from matching automations over the given dates
• Bounces: The number of ​hard email bounces from matching automations over the given dates
• Unsubscribes: The number ​unsubscribe requests from matching automations over the given dates

Text Metrics

Text Metrics provide a summary of all texts and includes key counts and percentages for text marketing performance.

Key metrics include Sends, Responses, Clicks, Bounces, and Unsubscribes. This information can be drilled down to individual automations by clicking the Automation Name.

Engagement Performance

When sending engagements it is important to know how many users are sent and how many complete the survey or chat. The summary and detail of all these responses can be viewed.

Summary

View the summary of the engagements on the Engagements list page. This page shows a list of all the engagements and include the following information for each:

• How many automations are using the engagement
• If it is a chat or survey
• The number of questions
• How many people started it
• How many people completed it

Detail

To view the performance on the Engagements list click View Metrics from the Select Action drop-down menu next to the Engagement to analyze.

Summary Tab

On the Summary tab for each question the following information is shown: 

• A count of how many people answered the question
• A chart of responses for any multiple choice questions
• Detailed responses for text based responses

Responses Tab

On the Responses tab every individual response is shown in a table that can be exported.