In this article, you'll find all the definitions and calculations of data fields used in the Executive dashboard.
KPI tiles
| Metric name |
Definition |
| Sends |
Total send events across channels for the selected time range in the filter. |
| Engagements |
Total unique click events related to a message across channels for the selected time range. |
| Unsubscribes |
Total unsubscribe events across all channels for the selected time range |
| Total sessions |
Total session count from Tealeaf, where session date time is the time selected in the filter. |
| Conversions |
Total conversion count from Tealeaf (or Marketing Cloud if the client doesn't have Tealeaf) across all channels for the selected time range (session date time). |
Note: To implement Tealeaf in your web and mobile applications, see the Quickstart guides, and to capture user behaviors on your web application, see the Event composer Chrome browser extension.
Performance summary
| Metric name |
Definition |
| Sent |
The total count of the sent messages (email, SMS, mobile). |
| Delivered |
The total count of the delivered messages (email, SMS, mobile). |
| Clicked (unique) |
The total count of the clicked messages (email, SMS). |
| Converted |
The sum of 'Converted Tealeaf' (known as 'Conversion') and 'Converted MC' (known as 'Converted'). |
Conversion by source
| Metric name |
Definition |
| Email |
The total number of conversions from the email channel in the selected time range. |
| SMS |
The total number of conversions from SMS in the selected time range. |
| Organic search |
The total number of conversions from organic searches in the selected time range. |
| Referral |
The total number of conversions from referrals in the selected time range. |
| Direct load |
The total number of conversions from direct load in the selected time range. |
| Total |
The sum of conversions from all sources in the selected time range. |
Channel engagement effectiveness
| Metric name |
Definition |
| Current email |
The unique click rate of all messages from the email channel over the time selected in the filter. |
| 6-month AVG email |
The unique average click rate of all messages from the email channel over the past 180 days. |
| Current SMS |
The unique click rate of all messages from the SMS channel over the time selected in the filter. |
| 6-month AVG SMS |
The unique average click rate of all messages from the SMS channel over the past 180 days. |
| Current push |
The unique click rate of all messages from the push channel over the time selected in the filter. |
| 6-month AVG push |
The unique average click rate of all messages from the push channel over the past 180 days. |
Top 5 campaigns by channel
| Email |
The total number of sent messages for the email channel in a selected time. |
| SMS |
The total number of sent messages for the SMS channel in the selected time. |
| Push |
The total number of sent messages for the push channel in the selected time. |
Total conversions and AOV by day
| Metric name |
Definition |
| Direct load |
The total number of conversions from direct load (when a user enters the URL directly into the browser). |
| Email |
The total number of conversions from the email channel. |
| Organic search |
The total number of conversions from organic searches (a search engine, like Google or Yahoo!). |
| Push |
The total number of push conversions from an Acoustic Marketing cloud session in the selected time period (will be supported in the upcoming release). |
| Referral |
The total number of conversions from referrals. |
| SMS |
The total number of sms conversions from an Acoustic Marketing cloud session in the selected time period. |
| AOV |
Average order value (The sum of 'Order value' divided by the sum of 'Converted' per each 'ACQ channel'). |
Behavior experience (BX) trend
| Metric name |
Definition |
| BX trend |
Tealeaf behavior experience score is a way to summarize a user's experience on a particular page or during a session. It is based on three scores: engagement, performance, and frustration:
- Engagement (0-100, 100 being "good")
- More engagement drives the score up
- Performance (0-100, 100 being "good")
- Higher performance drives the score up
- Frustration (0-100, 100 being "bad")
- More frustration drives the score down
- Frustration has twice the impact on BX score compared to Engagement and Performance
|
Journey performance report
| Metric name |
Definition |
| Sent |
Total count of send events for that particular journey or campaign. |
| Delivered |
Total count of delivered events for that particular journey or campaign. |
| Clicked |
Total count of clicked events for that particular journey or campaign. |
| Average BX score |
Average Tealeaf behavior experience score for that particular journey or campaign. |
| Abandon rate |
Tealeaf abandon rate for that particular journey or campaign. Abandonment/total sessions. |
| Conversion |
Tealeaf conversion rate for that particular journey or campaign. Converted/delivered. |
Dimensions
| Database field reference |
Reporting field name |
Datatype |
Definition |
| acq_channel |
Acquisition channel |
string |
High-level description of the traffic source: Acoustic Marketing Cloud, Organic Search, Referrals, or Direct Load. |
| event_category |
Event category |
string |
The channel type of the event. Email, SMS, or Mobile/Push. |
| event_category_images |
Channel type |
string |
The BASE64 encoded image of the channel. |
| name |
Name |
string |
Name of message. |
| order_currency |
Order currency |
string |
Currency code used to describe order value |
| order_value |
Order value |
number |
The total value of orders placed |
| scheduled_ts |
Scheduled |
time |
The scheduled datetime of a message. |
| start_session_timestamp |
Start session timestamp |
time |
First known timestamp for a session |
| end_session_timestamp |
End session timestamp |
time |
Last known timestamp within a session |
| session_difference |
Session difference |
number |
The time between the start and end of the session. |
Measures
| Database field reference |
Reporting field name |
Datatype |
Definition |
Calculation |
| abandon_rate |
Abandoned sessions rate |
sum |
The total number of abandoned session out of the total number of session. |
Abandonment count out of total sessions count, by percentage. |
| average_bx_score |
Average BX Scores |
average |
The average of inferred "customer experience" during a session. |
The total sum of BX scores divided by the number of BX scores. |
| clicked_unique_count |
Clicked unique rate |
number |
Total unique click events for a specific channel for the selected time range in the filter. |
clicked_unique_count divided by send_count, multiplied by 100 to convert from decimal to percentage value. The percentage will have a tenth decimal. |
| converted |
Converted |
number |
The total number of Tealeaf conversions. |
The sum of Tealeaf conversions. |
| delivered |
Delivered |
sum_distinct |
The total number of times a server did not reject a message. |
Count of delivered email and sms events. Delivered emails are the difference between event_types: 'emailSend' and event_types: 'emailBounce.' |
| order_values |
Order value |
sum |
The total value of orders placed. |
The total sum of orders placed. |
| sent |
Sent |
sum_distinct |
The total number of times an email message is sent in a campaign. |
Count of events with event_types: 'emailSend' and event_types: 'sentSMS' and 'mobilePushSend'. |
| total_sessions |
Total sessions |
count_distinct |
The unique count of session IDs. |
The unique count of session IDs. |
| unsubscribes |
Opt-outs |
sum_distinct |
The total number of times a recipient declines to receive messages from a sender. |
Count of events with event_types: 'emailOptOut.' **Currently not capturing mobile and sms unsubscribed events. |