Campaign reports are generated automatically after delivery. They bring together message delivery, tracked link clicks, attributed purchases, and attributed revenue so you can understand both what happened and what to improve next.
To open one, go to Campaigns → Delivered and select a campaign.
Choose the reporting period
The report opens with First 14 days selected. You can switch to the first 7 or 30 days, or choose a custom range.
The range filters results by when each event occurred. A send or delivery counts on its day; a click counts on the click date; and an attributed purchase counts on the purchase date. The summary cards and chart use those dates. The funnel’s Engaged stage requires both a delivery and a tracked link click within the same range. In the message list, the range affects deliveries, clicks, conversions, and revenue; per-message ROI compares revenue from the period with that message’s estimated delivery cost. Revenue breakdowns and Time to conversion include attributed purchases made within the range.
For example, if a message is delivered April 7 and an attributed purchase happens April 10, select a period that includes April 10 to see that revenue. The delivery still counts on April 7. If the range includes the purchase but no deliveries, the conversion rate can show zero because there are no delivered messages in its denominator.
Changing the reporting period does not change the attribution window used to decide whether a purchase belongs to the campaign.
A campaign message can remain listed even when its results fall outside the selected range. In that case, its row can show zero values until you choose a period that includes its activity.
Read the campaign summary
The four summary cards answer different questions:
- Attributed revenue: revenue from eligible purchases attributed to the campaign and recorded during the selected period.
- Average ROI: attributed revenue divided by the estimated cost of delivering the campaign messages.
- Conversion: attributed purchases divided by delivered messages.
- Revenue/message: attributed revenue divided by delivered messages.
Select a card to update the chart and see how that metric changed over time. Conversion is based on attributed purchases and delivered messages; it is not the percentage of people who clicked and then purchased.
Follow the delivery funnel
The Campaign delivery funnel moves through four stages:
- Sent: campaign messages dispatched during the selected period.
- Delivered: messages that reached customers.
- Engaged: campaign messages whose delivery and at least one tracked link click occurred within the selected period. Each message counts once, even if it has multiple clicks.
- Conversion: purchases attributed to the campaign that happened during the period. Its percentage uses attributed purchases divided by delivered messages, matching the summary conversion metric.
The funnel counts sends, deliveries, and conversions on their event dates, while Engaged requires both a delivery and a click within the selected period. In a short range, its stages may not represent the same cohort of messages. Use it to spot possible problems: a large gap between sent and delivered can signal delivery or contactability issues; strong delivery with little engagement calls for reviewing the audience, message, and call to action.
Compare campaign messages
The Messages section shows the date and preview of each campaign message, followed by:
- Delivered: messages successfully delivered.
- CTR: tracked clicks divided by delivered messages.
- Average ROI: attributed revenue from the period divided by that message’s estimated delivery cost.
- Conversion: attributed purchases divided by delivered messages.
- Revenue/message: attributed revenue divided by delivered messages.
- Revenue: revenue attributed to that message.
This lets you compare the actual messages without mixing click performance with purchase performance. A message can have a healthy CTR but a weaker conversion rate if customers click without completing a purchase.
Understand time to conversion
Time to conversion groups attributed sales made during the selected period by how long they took after the campaign started, using ranges such as the same day, 1–3 days, 4–7 days, and later periods.
A sale can happen days after delivery and appear if its purchase date falls within the selected period and it belongs to the campaign under the applicable attribution rules.
Compare revenue by channel and segment
Attributed revenue by channel shows how attributed revenue is distributed across the available messaging channels. Use it to see which channel contributed more revenue, not just which one delivered more messages.
Attributed revenue by segment shows the distribution across customer segments when segment data is available. A customer can belong to multiple segments, so their percentages can overlap and need not add up to 100%. Treat small samples carefully before applying the result to a future audience.
Review recent activity
Recent activity lists tracked customer events associated with the campaign during the selected period. You can search for a customer or activity and open an event to inspect more detail.
An event appearing here does not automatically mean it generated attributed revenue. The purchase still needs eligible customer, order, source, and timing evidence.
Separate campaign activity from attribution
A tracked short-link click is active campaign evidence and normally opens a seven-day attribution window from the eligible click. A click is not the only possible evidence: an eligible campaign delivery can provide passive evidence within the default 24-hour window.
Hellotext evaluates the available evidence and its precedence before assigning a purchase. A recognized external marketing source can take precedence over Hellotext evidence. Read How we attribute sales for the complete methodology.
Turn the report into a decision
- Sent is much higher than delivered: review consent, reachable customer profiles, channel availability, and delivery problems.
- Delivery is healthy but CTR is low: review audience relevance, message clarity, and the call to action.
- CTR is healthy but conversion is low: review the destination, product availability, offer, and checkout experience.
- Revenue is present but ROI or revenue/message is weak: compare delivery cost, channel mix, and audience quality.
- One channel or segment contributes more revenue: use it as a signal for the next campaign, while accounting for audience size and message volume.
- Conversions arrive over several days: wait long enough before treating the first day’s result as final.
When results are missing or unexpected
First confirm that the selected period includes the dates of the results you expect to see: deliveries, clicks, or attributed purchases. To interpret CTR and conversion, also include the delivery dates of messages in the denominator; a range containing only later clicks or purchases can show those rates as zero. In the funnel, Engaged requires both a delivery and a tracked link click within the selected period. Then verify that tracked links and purchase events are available. Supported commerce integrations can send purchase data automatically; custom storefronts can use Hellotext.js or the API.
If activity is still missing, follow Troubleshoot missing signals or activity.