Overview
This article deep dives into the various sections and metrics present on your Program and Campaign Dashboards. Since you can send any number of events into your Extole programs and see those same events displayed within the tool, bear in mind that the examples pictured in this article may look different than yours.
Additional Resources
Program and Campaign Performance
The first visualization you'll see on your Program and Campaign Dashboards is a chart of performance over time. The chart displays a count of different metrics. In a typical program, these metrics can include everything from impressions to outcomes, where outcomes are things like purchases, account openings, quote submissions, application submissions, account fundings, policy purchases, subscription purchases, and so on.
Counts
The specific events that appear in this top-level chart are customizable and dependent on your program configuration. Below is a list of the typical retail Refer A Friend metrics and where they might differ for your programs and campaigns:
Impressions: Number of impressions on in-app or onsite promotions or emails (does not include links posted on social channels or untracked sources)
Promotion Clicks: Number of clicks on in-app promotions, onsite promotions, email promotions, or promotion links posted on social channels
Shares: Number of explicit shares from the share experience plus number of times an advocate has copied their share link from the share experience
Share clicks: Number of clicks on share links
Outcome 1: Signups: Number of signups
For non-retail clients, this step will be something like account openings, quote submissions, application submissions, etc.
Outcome 2: Conversions: Number of friend conversions
For non-retail clients, this step will be something like account fundings, policy purchases, subscription purchases, etc.
Outcome 3: Shipments: Number of purchases shipped
For non-retail clients, this step will be something like accounts approved
Returned: Number of purchases returned
For retail clients, this may instead be number of orders canceled
For non-retail clients, this step will be something like accounts invalidated
Filters
On the chart, you'll notice the ability to toggle between three different views, or breakdowns: Quality Breakdown, Visit Type Breakdown, and Rewarded Breakdown. Our default metrics are listed here, but you can assess quality, "new to file"-ness, and "rewarded"-ness for any metric that has those dimensions in your program.
Quality Breakdown
Shows total and high quality for the following metrics:
Shares: Total shares compared to number of shares that were high quality
Share clicks: Total share clicks compared to number of share clicks that were high quality
Outcome 1: Total outcomes compared to number of outcomes that were high quality
This will be signups/account openings/quote submissions/application submissions/etc.
Outcome 2: Total outcomes compared to number of outcomes that were high quality
This will be conversions/account fundings/policy purchases/subscription purchases/etc.
Visit Type Breakdown
Shows total and new to file for the following metrics:
Outcome 1: Total outcomes compared to number of outcomes that were new to file
This will be signups/account openings/quote submissions/application submissions/etc.
Outcome 2: Total outcomes compared to number of outcomes that were new to file
This will be conversions/account fundings/policy purchases/subscription purchases/etc.
Rewarded Breakdown
Shows total and rewarded for the following metrics:
Share clicks: Total share clicks compared to number of share clicks that resulted in a reward
Outcome 1: Total outcomes compared to number of outcomes that resulted in a reward
This will be signups/account openings/quote submissions/application submissions/etc.
Outcome 2: Total outcomes compared to number of outcomes that resulted in a reward
This will be conversions/account fundings/policy purchases/subscription purchases/etc.
Rates
Rates are displayed in two places: in the chart itself and, on Program Dashboards, in a table below the chart. The Campaigns table on a Program Dashboard gives you quick and easy insights into the performance of each of your campaigns -- great for evaluating the results of an A/B test! Similarly to the other sections, the formulas and descriptions for these rates can be modified to fit your business.
Promotion Click-Through Rate: (Promotion clicks/Impressions) * 100. Promotion Click-Through Rate is the ratio of clicks on promotions to impressions on promotions (Impressions does not include links posted on social channels or untracked sources).
Share-Through Rate: (Share clicks/Shares) * 100. Share-Through Rate is the ratio of clicks on share links to shares.
Outcome 1 Rate: Signup Rate: (Signups/Share clicks) * 100. Signup Rate is the ratio of signups to clicks on share links.
For non-retail clients, this rate will be something like account opening rate, quote submission rate, application submission rate, etc.
Outcome 2 Rate: Conversion Rate: (Conversions/Share clicks) * 100. Conversion Rate is the ratio of conversions to clicks on share links.
For non-retail clients, this rate will be something like account funding rate, policy purchase rate, subscription purchase rate, etc.
Note that your rate may differ -- for example, it may be (Outcome 2/Outcome 1) * 100 instead of (Outcome 2/Share clicks) * 100
Outcome 3 Rate: Shipment Rate: (Shipments/Conversions) * 100. Shipment Rate is the ratio of purchases shipped to conversions.
For non-retail clients, this rate will be something like account approval rate
Return Rate: (Returns/Shipments) * 100. Return Rate is the ratio of purchases returned to purchases shipped.
For retail clients, this may instead be cancellation rate
For non-retail clients, this rate will be something like account invalidation rate
Promotions
You'll use your Promotions section to evaluate the traffic and outcomes of your various promotion sources. By default, we show you each source's contribution to Shares. However, like the rest of the dashboard, the numbers you look at to analyze your promotions can be customized to fit your needs.
Share Channels
The Share Channels section tells you where advocates are sharing from. Again, the metrics you assess to analyze the performance of various share channels can be customized to fit your needs.