Understanding campaign performance KPIs

[LukeSybit]

Dear MKT Cloud experts,

I have a some questions for you, because in all official marketing cloud guides I didn´t find any answer.

1.) What is the exact difference between KPIs "rejected" and "E-Mail complaint"?

2.) When will the "Opened Messages" KPI will be triggered or increased in campaign perfomance? In Outlook e.g. I have the possibility to look into a preview of a E-Mail. Normally no images in preview will be load. If I want to see images included in a E-Mail than I have to click on the necessary button above the header of a E-Mail. On the other hand I am able to double click a E-Mail in inbox, top open that E-Mail in fullscreen. Will only a opened E-Mail will count a opend, of all included messages will be display (because of the invisible pixel)?

3.) What will be measured in KPI "Unique clicks"? The links included in a E-Mail or is there a dependency with opened messages?

4.) Is the "Click-Through-Rate" the same as a reactivity rate or is that something different?

5.) If I monitor the campaign success in segmentation I do have another question. If I build a segment for a particular campaign based on interaction "click-through", I can see that 73 contacts within this campaign do have this interaction. If I want to see the distribution of clicked links, I can see that the systems calculates 86 contacts who clicked on the different links. How is that difference possible? Any idea?

Thanks for helping me out, and if someone got a tip where I can see overall documentation or explanation about campaign KPIs perfomance of SAP Marketing Cloud, I would really appreciate it.

Kind regards,

Lukas

[vervinckt_joyca]

For Question 5:

Always take care of what data type you are segmenting, when interpreting the numbers.

You are segmenting on "all contacts" in this case (and not on "all interactions).

So your segments are "all contacts, who had a Click through interaction, on the link xyz". Anne may have clicked on link xyz.

But Anne might also have clicked on link abc. Then Anne will count for 1 for both the segment on the xyz link, as for the abc link.

If you want to know how many clicks there were on each link (so not how many people clicked on it, but how many clicks there were. Some ppl might click twice on the same link too), then you an either go via the "all interactions" segmentation profile, or in the Campaign Performance, on the Data View table, add the columns for Link alias into the table.

[biamat]

Hi Lukas,

You can reference this help document for the full list of campaign performance measures and dimensions with their respective definitions:

https://help.sap.com/viewer/0f9408e4921e4ba3bb4a7a1f75f837a7/2111.500/en-US/1d37919ca25f4f20b270d1f6...

With regard to the "Opened Messages" KPI and how it is generated when users interact with their email (click) without downloading the images, there is a rule in place that when a CLICK THROUGH interaction is registered, an EMAIL OPENED one is created automatically. Please refer to the following document: https://help.sap.com/viewer/b88f770e4b7c4ecead5477e7a6c7b8f7/2111.500/en-US/7b5b597155f94ef0a8cc47f1...

Hope this helps with your questions.

Thanks,

Bianca

[former_member1046473]

Hi Bianca, those links no longer work. Is there somewhere else we can find the definitions? I am concerned that SAP MC calculates the open rate based on opens not UNIQUE opens but I cannot find this anywhere.

[isathore]

Hi Gina,

Correct links are

Campaign Performance Measures and Dimensions | SAP Help Portal

Clicking Links in Emails and Opening Emails | SAP Help Portal

As per the documentation in the 2nd link "The system only creates one interaction data record with the type EMAIL_OPENED regardless of how often the email is opened."

Best Regards

Isabelle