Key Concepts - Newsletter Analytics

The Analytics module consists of Website Analytics, Newsletter Analytics, and Banner/Ad Analytics and provides key analytics and insight into subscriber behavior across your online properties.

The Newsletter Analytics feature enables you to save, view, or download detailed sent/delivery and open/click statistics for each of your newsletters within a specified date range.

The following lesson will provide key information regarding Newsletter Analytics.

DEFINITIONS

_Known -* _A user who is in the ONEcount system and has been authenticated and identified.

** A user must be authenticated and identified by ONEcount to be counted as a Known user. There are different ways to be identified: 1) By logging into a web site (direct log-in or via a lookup form), 2) by clicking on a smartlink** in an email blast, 3) by completing a registration/subscription form for a product. Once authenticated and identified, a cookie will be set, allowing you to track a user's activities as a Known user. If a user is not logged in/identified, activities will be tracked as an Unknown user. Once the user is authenticated and identified, all of his/her activities (including past activities) will be moved from Unknown statistics to Known statistics.*

_Unknown _= Includes counts of those users who are not authenticated/have not been identified by the ONEcount system. A user may be in your database but be an unkown if they haven't been authenticated by logging in, clicking on a smartlink in an email, or completing a subscription/registration form for a new product.

_Total - _Total of both Known and Unknown users.

_Sent - _The total number of emails sent.

_Delivered - _The total number of emails delivered.

_Opens - _The total number of emails opened, including multiple opens by the same user.

_Unique Opens - _The number of the distinct recipients that have opened your campaign, i.e. if John Doe opens an email four times, all four will be counted under "Opens" but only one will be counted under "Unique Opens".

_Open Rate - _The total number of opens divided by the total number sent.

_Adjusted Rate - _The total number of opens divided by the total number delivered.

_Clicks - _The total number of clicks.

_Bounce Rate - _ Percentage of bounced emails.

IMPORTANT NOTE:

In order to identify users and track activity, widgets must be embedded on every page of your web site (placing them at the root level will accomplish this). These widgets, specific to your site(s), and directions for placement are provided in the Widget Builder. Please see Widget Builder __documentation for moreinformation.

ONEcount Library/Tracker: This javascript snippet controls gating/access, cookie setting and does web tracking.

_Automation Widget: Automation scripts are snippets of javascript code that allow ONEcount to target actions (like ad target, popup target etc). This piece of javascript determines and outputs any automated action to the browser. _

_Noscript Tag: A noscript tag is needed to track requests when js is disabled. _

_Banner Trackers: Banner widgets are used to track and report banner activity. There are two banner platforms supported within ONEcount: OpenX and DFP (Premium and Small Business). _

_ Third Party Trackers Modifications: Usually websites will have third party trackers like Google Analytics, etc. installed on their website. A small piece of code needs to be added to those third party trackers so that ONEcount can pass the original referrer to those systems. We provide the code that needs to be added to your Google analytics code. If any other third party trackers are being used on your website, please let your ONEcount account manager know ahead of time. _

_ONEcount Pixel for Moat: ONEcount can collect ad viewability data from Moat's realtime pixel. In order to send data to ONEcount, Moat can fire a pixel like below to send data to ONEcount.

OPEN THE NEWSLETTER ANALYTICS WINDOW

Select ANALYTICS & DASHBOARD from the main menu.

Select NEWSLETTER from the sub-menu.

This will bring you to the Newsletter Analytics main window.

OPTIONS FOR SELECTING CRITERIA

Note that clicking on "Get Report" without making any selections for newsletter list or message will generate a summary report of ALL lists and messages/campaigns.

1 - Date Range

Date Range defaults to current date as end date and one week prior as start date. Keep at default range or change by clicking in the date range field and using the drop-down calendar to select the desired range. To set the range, click on the desired start and end dates on the calendar then click Apply. Note the options to the right of the calendars: Last 7 Days, Month to Date, Previous Month, Year to Date.

2 - Select Newsletter List

Clicking in the "Select Newsletter List" field will present a drop-down of emai/newsletter lists on which to run analytics. Click on a list(s) to select it or "Select All" for all lists.

3 - Select Message

Clicking in the "Select Newsletter Message" field will present a drop-down campaigns sent from the selected list. Click on a campaign to select it or "Select All" for all campaigns/messages.

5 - Get Report

When the date range is selected and all selections made, Click the "Get Report" button. This will load the analytics report on the page. (See example below.)

The Summary Report displays in three main sections:

1) Aggregate data for all selected campaigns
2) Charts/graphical representation of key data
3) Breakdown and detail of aggregate data

SHARED REPORT FEATURES, ICONS, AND OPTIONS

The features and options described below are available for each of the three summaries (Resources, Banner Campaign, and Newsletter Campaign).

Show Rows

The default number of rows shown is 10. Use the drop-down menu to display more than 10 rows (up to 5,000).
You should select the appropriate number of rows to display whether or not you use either of the options described below (Refine Report, Download Report).

User Data Analysis

Clicking on this icon will bring you into the List Wizard where you can download the list of Known users, filter/segment the list further, and/or perform various administrative actions on the list. (See List Wizard documentation for more information on functionality.)

Information

Clicking a " ? " in any table column heading will bring up a pop-up explaining the heading label. (See example below.)

Options

Refine Report

You can refine/filter your report by using the following search options and entering the value in the blank field:
With / Without > Page Title > Contains / Matches / Matches Exactly / Begins With / Ends With
With / Without > Views / Unique Views / Avg. Time on Page > Total / Known / Unknown > Equals / Greater Than / Less Than
With / Without > Entrance / Bounce Rate / Exit Rate > Equals / Greater Than / Less Than

For example, if you want to refine the report in the screenshot above to show only those resources/pages that begin with the word "Department" and that have 10,000+ Known page views, you would use the following options:

With > Page Title > Begns With > Departments
With > Page Views > Known > Greater Than > 10000 > Apply (See below.)

You may add multiple search options by clicking on the "Add Search Option" button. Multiple search options are joined by AND logic.
To remove an option, click on the blue "x" the right of the value field.

Note: When options are removed or cancelled, you must click on "Apply" again to refresh the report.

Download Report

Downloading a report will download the report, as it is displayed, in .csv format.
If 25 rows are displayed, those 25 rows will be downloaded; if 50 rows are displayed, those 50 rows will be downloaded, etc.

Known | Unknown | Total

Known = Includes users in your database who have been identified and authenticated by ONEcount.
Unknown = Includes counts of those users who are not authenticated/have not been identified by the ONEcount system. A user may be in your database but be an unkown if they haven't been authenticated by logging in, clicking on a smartlink in an email, or completing a subscription/registration form for a new product.
Total = ** Known + Unknown counts

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