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. |