The new Analytics experience uses the same overall structure across analytics areas. This makes it easier for you to move between views while working with familiar patterns for navigation, filtering, and comparison.

Each analytics area includes:

• A consistent layout
• A shared filter bar
• Multiple modes for viewing data from different perspectives
• Explanations that clarify what each metric represents and how it is calculated

Overview mode

The overview mode gives you a high-level understanding of what’s happening. You will typically see:

• Summary metrics that describe overall activity
• Breakdowns that show distribution across channels or categories
• Trends that show how results change over time

Table view

The table view focuses on detailed, row-level data. In table view, you can:

• See individual items that match your selected filters
• Compare specific campaigns or send-outs by selecting them in the Message name filter
• Move from aggregated insights to more detailed analysis

Table view uses the same data as overview mode but presents it in a format that supports closer inspection and comparison.

Working with filters and comparison periods

The filter bar lets you set time period, comparison period, and audience filters such as target audience, making it easy to adjust the scope of your analysis without changing views. This filter structure is consistent across Analytics dashboards for Sales, Customer base, and Loyalty.

Time period filters

Select the specific dates you want to analyse using the time period filter. Select a comparison period to understand trends over time. The comparison period affects the trend indicators connected to the numbers in the dashboard. You will see comparisons between the two periods in overview mode.

Audience filters

Narrow down your data by focusing only on the relevant audience. You can apply these filters:

• Target audience
• Gender
• Age
• Country
• Contact type
• Marketing group (new editor)
• Recruited store
• Current store (also known as favourite store)

Message specific filter

Use the Message name filter to select one or several send-outs.

Attribution strategy

• Delivery, open, or click (only delivered for SMS)
• Attribution window days (1, 3, or 7 days)

Active filters are visible in the header.

When working with filters, be mindful of how they affect the data you’re viewing. Applying the right filters helps ensure that your insights are based on the correct context and time frame.

Reading trends and changes

Many views include indicators that show how values have changed compared to a selected comparison period.

These indicators help you quickly see whether results have increased or decreased, and by how much.

By combining overview insights, detailed tables, and flexible filters, you can:

• Understand overall performance
• Identify high- and low-performing activities
• Explore how different audiences or time periods affect results
• Connect activity and performance to business impact

New visualisations in Communication Dashboard

Some visualisations are new in the Communication dashboard to help you better understand your emails and SMS performance.

Delivered communication graph

The graph shows delivered emails and SMS messages over the past year. You can view the data by channel (email or SMS) or by source type (automation or manual). This provides a quick overview of delivery trends and communication volume.

Best and bottom performing send-outs

These views highlight your strongest and weakest manual send-outs during the selected period. You decide what defines performance by choosing one metric:

• Revenue
• Click-through rate (CTR)
• Unsubscribe rate

Only manual emails and SMS messages are included. Send-outs generated from automations are excluded so you can focus on campaigns you actively manage.

Optimal manual send-out times

This visualisation helps you identify the best time to send manual emails. The analysis is based on all manual send-outs in the selected period.

You choose which metric defines the optimal time:

• Revenue, shown as average revenue per delivered message
• Click-through rate (CTR), shown as average CTR per delivered message
• Unsubscribe rate, shown as average unsubscribe rate for delivered emails

Color indicators make performance easy to interpret. For revenue and CTR, green indicates higher performance and red indicates lower performance. For unsubscribe rate, green indicates a lower and better value, while red indicates a higher value.

All times are shown in your tenant’s timezone and reflect when the message was scheduled to be sent, not when it was received by the contact.

Transitioning from existing reports

If you’re familiar with existing analytics reports, many of the KPIs you use today are still available in the new Analytics experience. You may find them in new contexts or access them through filters instead of separate reports.

The new experience is designed to reduce the need for multiple overlapping reports by giving you more flexible ways to explore the same data. 

Read more about differences between the previous reports functionality and the new Analytics experience. 

Article last reviewed 10 February 2026 14:24