The new Analytics experience in Voyado Engage introduces clearer metrics, updated terminology, and improved filtering compared to legacy Reports. These changes are designed to make it easier for you to understand performance, compare results, and focus on insights that drive action. This article explains what has changed and why those changes were made, so you can more easily navigate the new experience and interpret your data with confidence.
The changes in the new Analytics experience are intentional and focus on relevance, clarity, and usability.
Metrics shown in the dashboard
Only unique metrics are shown in the new Analytics experience. This includes unique opens, unique clicks, click-through rate (CTR), and click-to-open rate (CTOR). Gross metrics are no longer displayed, as they are less useful for understanding actual customer engagement.
Terminology updates
Some terms have been updated to better reflect how customers interact with your communications.
- "Opt-out" and "opt-out rate" are now called "Unsubscribes" and "Unsubscribe rate", which are directly tied to email actions.
- The term Opt out will instead be used going forward to describe when a contact opts out of communication for a specific channel.
Removed metrics and fields:
To reduce clutter and keep analytics focused on relevant insights, some metrics and fields have been removed.
Number of receipts per delivered email has been removed, as it added limited value as a KPI, going forward we aim to include average purchases instead and may include number of purchases
Latest receipt date, has been removed, as it added limited value as a KPI.
Revenue per receipt, has been removed since we look at receipts and not purchases. We aim to add this during spring.
Subject line is no longer shown, since personalization means a single sendout can include many different subject lines.
The activity column for automation emails has been removed, as the communication channel already provides this context.
Sent date and time is not included
New metrics and visualizations:
- We have introduced an overview including Message volume and delivery metrics on all messages, including bounce data, before it is split by channel and send type as you recognize from old reports.
- Reported as spam, is included in the tableview
- The overview section highlights best/worst performing sendouts and optimal timing for communication.
Filters: What’s changed?
| In legacy Reports | In new Analytics |
| Period filter | Still exists |
| Attribution | Still exists |
| Email/SMS | No longer a filter, but data can be split and sorted directly in views |
| Search field for messages | Exists in a more refined version where you can select one or several messages that filters both table view and overview |
New filters:
For the date filters, the default setting will be this month compared to last month.
This month will show this month so far (month to date), and comparison period will show last month (the entire last month)
Compare periods filter
The Compare periods filter lets you easily see how your current results stack up against a previous time period without switching views or running separate reports. When enabled, key metrics automatically show the difference between the selected period and the comparison period, helping you quickly spot trends, increases, or declines.
New audience filters:
- Target audience
- Gender
- Age
- Country
- Contact Type
- Marketing group (New editor)
- Recruited store
- Current store (also known as Favorite store)
- Attribution strategy
- Delivery/Open/Click (only delivered for SMS)
- Attribution window days
- 7,3,1 days
Metrics that differ
This section explains why you may see differences when comparing the new Communication dashboard with other reports.
What replaces previous reports
The Communication dashboard aims to replace:
The Automation statistics report and the Message delivery statistics report.
You may also compare its data with:
The revenue dashboard
A specific email viewed in the editor
Because these views are built on different data sources, some metrics will not fully match.
Expected differences in Automation statistics report
We have a known limitation in the Automation statistics report. The automation statistics report shows the emails based on date and time in time zone UTC, whereas in the new experience we will show the numbers in the Tenant time zone, the time zone your tenant is set up in. This means that you will see email statuses from your tenant's time zone perspective, which time you scheduled the message to be sent, not when it was delivered or sent in local time zones.
Expected differences in Revenue dashboard
We have identified one key difference you may notice when comparing the revenue overview dashboard (ROD) with the communication dashboard. It is connected to the KPI Number of sent messages.
The Communication dashboard is based on emails sent during the selected period. It then shows how much revenue those sent emails generated, based on your attribution strategy.
The Revenue dashboard is based on sales. It looks at all receipts within the selected period and then analyses how much of that revenue can be attributed to emails.
Because of this difference in perspective, the numbers can vary. For example, sent messages shown in the revenue dashboard may not have been sent during the selected period. They are emails that can be connected to purchases that happened in the period, even if the emails were sent earlier.
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