Marketing Cloud Data Management and Analytics

Transcription

1 Marketing Cloud Data Management and Analytics Salesforce, Winter Last updated: December 4, 2018

2 Copyright salesforce.com, inc. All rights reserved. Salesforce is a registered trademark of salesforce.com, inc., as are other names and marks. Other marks appearing herein may be trademarks of their respective owners.

3 CONTENTS Marketing Cloud Data Management and Analytics Analytics Builder Collect Tracking Code Salesforce DMP and Data Studio Google Analytics 360 Integration for Marketing Cloud Index

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5 MARKETING CLOUD DATA MANAGEMENT AND ANALYTICS Import and manage data from multiple sources to gain deep insights into the behaviors and interests of your contacts across channels. Use these insights to set marketing goals and refine customer journeys. Analytics Builder Analytics Builder enables you to gain deep insights into the behaviors and interests of your contacts across channels. Use these insights to set marketing goals and refine customer journeys. Collect Tracking Code Collect Tracking Code is a JavaScript snippet you can use to capture data about known subscribers and unknown visitor behavior. You can use this data to enhance Contact profiles and optimize customer journeys across channels through predictive and personalized recommendations. You can also update product and content catalog details in real time or to track -driven revenue. Salesforce DMP and Data Studio View Salesforce DMP and Data Studio documentation. Google Analytics 360 Integration for Marketing Cloud Use Google s native authentication to securely link your Marketing Cloud and Google Analytics 360 accounts. This integration enables you to track and analyze journey activity through your Google Analytics account without assistance from technical support or services. Analytics Builder Analytics Builder enables you to gain deep insights into the behaviors and interests of your contacts across channels. Use these insights to set marketing goals and refine customer journeys. With Analytics Builder, you can: Measure engagement and performance of your campaigns. Configure dashboard views to visualize data in flexible tables, charts, and graphs. Use Collect to view contact behaviors such as clicks and purchases. Create targeted audience based on predictive behavior models. Track each interaction in a journey and measure progress towards your target in a single interface within Journey Builder. Einstein Engagement Scoring Einstein Engagement Scoring is a data science-driven feature that helps you target customers to maximize engagement and conversions. It uses customer data and machine-learning to generate predictive models which assign scores for each subscriber's likelihood to stay subscribed, open an , or click links. Standard Reports Marketing Cloud provides dozens of standard reports you can use to track the effectiveness of campaigns. Reports can be automated to run on a cadence set by you, and you can choose to have the reports ed to one or more addresses, or exported via FTP. To access the Reports feature, navigate to Analytics Builder and select Reports. 1

6 Einstein Engagement Scoring Discover Discover provides templates with measures and attributes preselected to answer a specific business question. Each template suggests a specific chart type and applicable features in Discover, such as custom calculation, data filters, or conditional formatting. Use one of the templates or start with a blank page and build your own report. Web & Mobile Analytics Web & Mobile Analytics helps you gather data about visitor behavior on your website and mobile application, and provide powerful visualizations of the data. Use the collected data to segment lists, provide personalized content and drive customer journeys. Einstein Engagement Scoring Standard Reports Discover Web & Mobile Analytics Einstein Engagement Scoring Einstein Engagement Scoring is a data science-driven feature that helps you target customers to maximize engagement and conversions. It uses customer data and machine-learning to generate predictive models which assign scores for each subscriber's likelihood to stay subscribed, open an , or click links. Note: Einstein Engagement Scoring is included with Corporate and Enterprise Edition or available as an add on purchase to Pro Edition. For customers that purchased a Corporate or Enterprise Edition prior to 10/27/2017, Einstein Engagement Scoring is available at no additional charge upon execution of an Order Form with Additional Terms. Contact your account representative for details. Also, Einstein Engagement Scoring currently has no Admin level permission controls to limit users. Einstein Engagement Scoring populates a data extension named MC_Einstein_Predictive_Scores located in the JourneyIQ folder. Use this data extension to: Monitor the health of your engaged subscriber list in a dashboard. Create an audience from score using attributes similar to your best-performing subscribers. Segment your subscriber list to identify and target a specific audience based on their predicted likelihood to engage with your campaigns. Click bar graphs to view model correlations that affect subscriber engagement. Target subscribers through Marketing Cloud applications such as Studio, Journey Builder, Advertising Studio, or Audience Builder. 1 Note: Einstein Engagement Scoring uses Amazon Web Services so an agreement from you to move your data is required to access your data. Prerequisites for Einstein Engagement Scoring Learn the requirements before you activate Einstein Engagement Scoring in Marketing Cloud. Activate Einstein Engagement Scoring Learn about prerequisites and activate Einstein Engagement Scoring in your account. 1 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 2

7 Einstein Engagement Scoring Einstein Engagement Scoring Dashboard Learn about the information available in the Einstein Engagement Scoring dashboard. Einstein Engagement Scoring Personas Einstein Engagement Scoring assigns subscribers to one of four personas based on their likelihood to open an or click a link. Einstein Splits Einstein Splits enable you to use Marketing Cloud s native data science tool to maximize subscriber engagement and conversions throughout the customer journey. Create an Audience from Einstein Engagement Scores Audience Builder offers pre-built Einstein Engagement Scoring dimensions to quickly and easily apply data science models to personalize your marketing campaigns and customer journeys. Einstein Engagement Scoring FAQs Get the answers to frequently asked questions about Einstein Engagement Scoring. Prerequisites for Einstein Engagement Scoring Learn the requirements before you activate Einstein Engagement Scoring in Marketing Cloud. Requirements include: Einstein Engagement Scoring is restricted to a maximum of 50 Business Units/MIDs per EID. Einstein Engagement Scoring uses automations in Marketing Cloud to collect, convert, and export send tracking data to the Einstein Platform. You can disable those automations but we recommend against it because it makes the scores inaccurate when you re-enable them. Einstein Engagement Scoring does not work with custom unsubscribe handling, which can result in inaccurate Subscriber Retention KPI modeling. SQL table data cannot be field level encrypted. Audience Builder Integration Caveats: Einstein Engagement Scoring provisioning for Audience Builder currently includes a manual step that Services has to implement: Add the DFU driver for the Einstein source data extension to the nightly automation for Audience Builder. Activation with custom Audience Builder implementations requires an extra services engagement. Audience Builder implementations using Business Unit Filters requires extra services support. Web Conversion Modeling Caveats: Web Conversion predictions require that a catalog and the Collect Tracking Code is set up on your website. Use address instead of SubscriberID in Collect Tracking Code. Einstein Engagement Scoring does not currently integrate work with SubscriberID or other custom IDs. You cannot import historical purchase data. A 90-day wait period is required to collect enough data to model Web Conversions. Currently only manual enablement for Web Conversions is available. 3

8 Einstein Engagement Scoring 2 Einstein Engagement Scoring Activate Einstein Engagement Scoring Learn about prerequisites and activate Einstein Engagement Scoring in your account. Note: Einstein Engagement Scoring is included with Corporate and Enterprise Edition or available as an add on purchase to Pro Edition. For customers that purchased a Corporate or Enterprise Edition prior to 10/27/2017, Einstein Engagement Scoring is available at no additional charge upon execution of an Order Form with Additional Terms. Contact your account representative for details. Also, Einstein Engagement Scoring currently has no Admin level permission controls to limit users. 1. Navigate to Analytics Builder. 2. Select Einstein Engagement Scoring from the drop-down. 3. Click Activate Einstein Engagement Scoring. Einstein sends an notification when your scores are available. 3 Note: If you are new to Marketing Cloud, the system could take up to 90 days to generate initial scores. Einstein requires historical subscriber engagement data. Otherwise, scores are typically available hours after implementation. Einstein Engagement Scoring Data Extension All Einstein Engagement Scoring metrics are stored in the MC_Einstein_Predictive_Scores data extension. The system creates this data extension when you provision Einstein Engagement Scoring for your account. Advertising Studio Audience Builder Journey Builder Prerequisites for Einstein Engagement Scoring Einstein Engagement Scoring Data Extension All Einstein Engagement Scoring metrics are stored in the MC_Einstein_Predictive_Scores data extension. The system creates this data extension when you provision Einstein Engagement Scoring for your account. Warning: Do not delete or modify the data extension named MC_Einstein_Predictive_Scores data extension. MC_Einstein_Predictive_Scores Fields include: _Address (text, 256 characters) ClickLikelihood (text, 256 characters) ClickScore (decimal) 2 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 3 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 4

9 Einstein Engagement Scoring OpenLikelihood (text, 256 characters) OpenScore (decimal) SubscribeLikelihood (text, 256 characters) SubscribeScore (decimal) ConversionLikelihood (text, 256 characters) ConversionScore (decimal) UpdatedDate (date) CreatedDate (date) To export the data from the data extension, find the MC_Einstein_Predictive_Scores data extension and click Export. 4 Contact Builder Einstein Engagement Scoring Dashboard Learn about the information available in the Einstein Engagement Scoring dashboard. To access the Einstein Engagement Scoring dashboard, go to Analytics Builder and click Einstein Engagement Scoring. Note: Scores are updated daily. Collect Tracking Code must be implemented to provide Web Conversion scores. See Install Collect Tracking Code on page 89 for details. 4 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 5

10 Einstein Engagement Scoring Each engagement prediction tile displays: Activity Prediction: Average likelihood for each engagement metric over the next 14 days Change vs. Last Week: Change in the average prediction on a week-over-week basis Audience Health Indicator: Assessment of audience health for each engagement metric benchmarked against industry standards Model Confidence Indicator: Relative predictive strength of your subscriber engagement scores 6

11 Einstein Engagement Scoring The engagement heatmap groups subscribers into four customer personas based on predicted opens and clicks. Loyalists: Subscribers with high open and click engagement Window Shoppers: Subscribers with high open and low click engagement Selective Subscribers: Subscribers with low open and high click engagement Winback/Dormant: Subscribers with low open and click engagement 7

12 Einstein Engagement Scoring The engagement KPI detail pages display: Activity Prediction: Average likelihood of each engagement metric during the next 14 days Audience Health Indicator: Audience health for each engagement metric benchmarked against industry standards Activity Prediction Histogram: Distribution of subscribers based on likely engagement during the next 14 days Top Predictors: List of predictors used in the data learning model according to size of influence and positive or negative correlation 5 5 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 8

13 Einstein Engagement Scoring Einstein Engagement Scoring Model Confidence Learn how to interpret Einstein Engagement Scoring model confidence scores. Engagement Score Thresholds Each KPI in Einstein Engagement Scoring has an Audience Health indicator. This indicator shows whether the average grade for that score across all your subscribers is Excellent, Good, Fair, or Poor. Einstein Engagement Scoring Model Confidence Learn how to interpret Einstein Engagement Scoring model confidence scores. Model confidence is a way to express relative strength of a prediction generated by those models. It provides the probability a random positive sample has a higher probability of being positive than a random negative sample. Marketing Cloud uses the area under the Receiver Operating Characteristic curve or, auroc curve, analysis to evaluate the strength of subscriber engagement predictions. When model confidence is closer to 1.00, or 100%, there is greater predictive strength for that engagement score. Lower model confidence indicates weaker predictive strength for that engagement score. The closer the confidence is to 0.50, or 50%, the more the model has about the same predictive strength of a coin toss. Model confidence thresholds are: Excellent: Good: Fair: Poor: < 0.50 Each engagement prediction tile on the dashboard contains a model confidence indicator. The indicator consists of three circles that correspond with the model confidence thresholds: Excellent: three filled dots Good: two filled dots Fair: one filled dot Poor: no filled dots Model confidence of fair or poor could indicate that there is not enough subscriber data. It could also result from a change in marketing strategy which impacts subscriber engagement behaviors. 6 Einstein Engagement Scoring Dashboard Engagement Score Thresholds Engagement Score Thresholds Each KPI in Einstein Engagement Scoring has an Audience Health indicator. This indicator shows whether the average grade for that score across all your subscribers is Excellent, Good, Fair, or Poor. The grades are equivalent to the likelihoods each subscriber is given: Excellent: Most Likely Good: More Likely Fair: Less Likely 6 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 9

14 Einstein Engagement Scoring Poor: Least Likely To make that determination, the Audience Health indicator uses score thresholds based on general marketing industry averages for each engagement KPI. Threshold scores are updated regularly. Engagement KPI Open Click Subscription Retention Purchase Table 1: Current Score Thresholds Score Precision Least Likely Less Likely More Likely Most Likely Least Likely Less Likely More Likely Most Likely Least Likely Less Likely More Likely Most Likely Least Likely Less Likely More Likely Most Likely Einstein Engagement Scoring Dashboard Einstein Engagement Scoring Model Confidence Einstein Engagement Scoring Personas Einstein Engagement Scoring assigns subscribers to one of four personas based on their likelihood to open an or click a link. Loyalists: Subscribers with high open and click engagement. Window Shoppers: Subscribers with high open and low click engagement. Selective Subscribers: Subscribers with low open and high click engagement. 7 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 10

15 Einstein Engagement Scoring Winback/Dormant: Subscribers with low open and click engagement. Use personas to refine customer engagement campaigns and journeys. 8 Create an Audience from Einstein Engagement Scores Einstein Splits Einstein Splits enable you to use Marketing Cloud s native data science tool to maximize subscriber engagement and conversions throughout the customer journey. Use the Einstein Split activity in Journey Builder to segment customers into logical customer journeys based on Einstein Engagement Scoring data. There are five Einstein Split options: Persona Split - Engage customers based on their Einstein Engagement Scoring Personas on page 10. Conversion Split - Engage customers based on their likelihood to make a purchase, download content, or complete a form on your website. Click Split - Engage customers based on their likelihood to click a link. Retention Split - Engage customers based on their likelihood to continue as a subscriber. Open Split - Engage customers based on their likelihood to open an . 9 Create an Audience from Einstein Engagement Scores Audience Builder offers pre-built Einstein Engagement Scoring dimensions to quickly and easily apply data science models to personalize your marketing campaigns and customer journeys Create an Audience Follow these steps to create an audience from Einstein Engagement Scoring. 2. Configure Exclusion Criteria Follow these steps to set exclusion criteria when you create an audience from Einstein Engagement Scoring. 3. Configure Audience Segment Criteria Follow these steps to set the audience segment criteria to create an audience from Einstein Engagement Scoring. 4. Publish the Audience Follow these steps to publish the audience created using Einstein Engagement Scoring. The audience is not available to use until it is published. Create an Audience Follow these steps to create an audience from Einstein Engagement Scoring. 8 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 9 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 10 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 11

16 Einstein Engagement Scoring 1. Navigate to Audience Builder in the app switcher and select Audience Builder. 2. Click Create Audience. 3. Select Einstein Engagement Scoring in the attribute library. 4. Choose an goal from the drop-down menu or drag it to the canvas to include the entire contact group. 5. If you want to refine your selection, drag the contact scores you want to include to the canvas area. 6. If you select more than one criteria, repeat steps 4 and 5, and select an operator from the dropdown list in the canvas. 7. Click Refresh. The audience count field populates. 8. Click Save. 9. Name your audience, provide a description, and click Done. 10. Click Save. Note: Publish the audience to make it available for use. 11 Configure Exclusion Criteria Follow these steps to set exclusion criteria when you create an audience from Einstein Engagement Scoring. 1. If you want to exclude any criteria, on the Exclusion tab click Create Exclusion. 2. Enter a name for the exclusion. 3. Drag the criteria to be excluded to the canvas. If you want to apply advanced exclusion options, complete the Advanced Options tab and click Done. 4. Click Refresh. 12 Note: You can add exclusion criteria to each filtered group within the audience. If you do not want to exclude any criteria, skip to the next step. Configure Audience Segment Criteria Follow these steps to set the audience segment criteria to create an audience from Einstein Engagement Scoring. 1. If you want to further segment your new audience, on the Segments tab click Create Segment. 2. Enter a name for the segment. 3. Drag the segment criteria to the canvas. If you want to apply advanced segmentation options, complete the Advanced Options tab and click Done. 4. Click Refresh. You can segment each filtered group within your audience. If you do not want to segment the new audience, skip to the next step Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 12 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 13 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 12

17 Einstein Engagement Scoring Publish the Audience Follow these steps to publish the audience created using Einstein Engagement Scoring. The audience is not available to use until it is published. 1. Click the Publish tab. 2. Complete the fields under audience type. 3. Select any attributes you want to append. 4. To view your results, click Publish Preview. 5. If needed, change your selections in steps 2 and 3. Tip: You can delete selections from your canvas by clicking the trashcan icon. 6. Click Save and Publish. 7. Save and Exit Audience Builder. 14 Einstein Engagement Scoring FAQs Get the answers to frequently asked questions about Einstein Engagement Scoring. Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. Why isn t Einstein Engagement Scoring automatically enabled in my account? Not every Marketing Cloud account is used to market to subscribers via the or web. For example, some are test accounts, some are used for automations and some are used for other channels, such as social or mobile. This step ensures that we are scoring the right audiences in an efficient, scalable manner. Can I limit who has access to Einstein Engagement Scoring? No, you cannot restrict Einstein Engagement Scoring permissions based on user roles. Can I customize the prediction model or algorithm? No, you cannot customize the models. The models are automatically tuned on the Einstein Platform. How often are scores updated? Einstein Engagement Scoring scores update daily. However, the models update monthly. Can I change the scheduled time for the automations to start? Yes, however doing so could delay import of updated scores into your account and delay their availability in Audience Builder. I see an engagement tile for web conversion, but the tile in the app says that this feature isn't enabled. Why? Web Conversion is enabled for customers who have provisioned Einstein Web Recommendations and have set up the Collect Tracking Code on their websites. If this product is not enabled in your account, contact your account representative for details. Why isn t Einstein Engagement Scoring automatically enabled in my account? Not every Marketing Cloud account is used to market to subscribers via the or web. For example, some are test accounts, some are used for automations and some are used for other channels, such as social or mobile. This step ensures that we are scoring the right audiences in an efficient, scalable manner. 14 Rights of ALBERT EINSTEIN are used with permission of The Hebrew University of Jerusalem. Represented exclusively by Greenlight. 13

18 Standard Reports Can I limit who has access to Einstein Engagement Scoring? No, you cannot restrict Einstein Engagement Scoring permissions based on user roles. Can I customize the prediction model or algorithm? No, you cannot customize the models. The models are automatically tuned on the Einstein Platform. How often are scores updated? Einstein Engagement Scoring scores update daily. However, the models update monthly. Can I change the scheduled time for the automations to start? Yes, however doing so could delay import of updated scores into your account and delay their availability in Audience Builder. I see an engagement tile for web conversion, but the tile in the app says that this feature isn't enabled. Why? Web Conversion is enabled for customers who have provisioned Einstein Web Recommendations and have set up the Collect Tracking Code on their websites. If this product is not enabled in your account, contact your account representative for details. Standard Reports Marketing Cloud provides dozens of standard reports you can use to track the effectiveness of campaigns. Reports can be automated to run on a cadence set by you, and you can choose to have the reports ed to one or more addresses, or exported via FTP. To access the Reports feature, navigate to Analytics Builder and select Reports. Note: As of May 25, 2018, reports that reference individual subscribers no longer includes subscribers who were deleted using the legacy Studio delete functionality. Standard reports are available for: Studio Journey Builder MobileConnect MobilePush GroupConnect Microsites CloudPages Contacts 14

19 Standard Reports Get Started with Reports The Reports Overview screen provides access to all reports available for Studio, Mobile Studio, CloudPages, SocialPages, Microsites, JourneyBuilder, and Contact Counts. Developer Documentation: Resolve SOAP API Permission Violations Using a Custom Report CloudPages Smart Capture Submissions Contacts Counts Report Microsite Tracking Studio Reports Journey Builder Reports Mobile Studio Reports Get Started with Reports The Reports Overview screen provides access to all reports available for Studio, Mobile Studio, CloudPages, SocialPages, Microsites, JourneyBuilder, and Contact Counts. The Reports Overview screen includes the following: New Reports: Lists the newest reports available in the Marketing Cloud. Reports Shortcut: You can create and manage shortcuts to frequently used reports. Click Add Shortcut or Select Shortcuts to create a new shortcut or click the x next to the shortcut to delete it. Reports Catalog: Lists all available reports. To view a brief description for each report, click View Catalog. To filter by category, click on that category in the list to view a brief description of each report in that category only. Or you can click a recently run report to view a brief description of that report. Saved Reports Menu: Click an item to populate the list to right with saved reports within that item's description. Saved Reports Grid: Lists all reports you have saved including relevant meta-data for each. You can filter and sort your view. Click the name of the report to view the saved version or click Run to run a new version of the report. Note: Discover reports are indicated by a blue cube icon and can only be accessed if you have Discover enabled in your account. The Catalog screen provides a searchable list of available reports and a brief description of each. Click Create to run a new report. The Activity Log screen provides detailed lists all reports running today, all scheduled reports, and the history of reports you have run. This log includes both standard reports and Discover reports. Click View Parameters report setting details. Create a Standard Report Learn how to create and run a standard report in Marketing Cloud s Report tool. 15

20 Standard Reports Marketing Cloud Analytics Builder Reports Frequently Asked Questions Get the answers to frequently asked questions about the standard reports in Marketing Cloud Analytics Builder. CloudPages Smart Capture Submissions Contacts Counts Report Microsite Tracking Studio Reports Journey Builder Reports Mobile Studio Reports Create a Standard Report Learn how to create and run a standard report in Marketing Cloud s Report tool. 1. Navigate to Analytics Builder and click Reports. 2. Click View Catalog for a list of available standard report templates. 3. Click Create next to the report you want to run. 4. Set report parameters. Options vary by report. 5. Click Submit. Tip: When you set a custom date range, the system generates a report based on data as it appears at 12:00 am on that date. To include data from the end date, set the end date parameter to the following day. For example, if you want to include data from May 1 through the end of the day on May 17, set May 18 as the end date. 6. Select an export or save option and complete the required fields. 7. Click Save. Note: Where noted, some reports are not available as a web page and require you to select a format for file export. If you want to reports to more than one recipient, include their addresses separated by commas. Note: Use Discover on page 59 to create custom reports. If you do not have Discover enabled in your account, contact your account representative for details. CloudPages Smart Capture Submissions This report displays data collected from Smart Capture forms using the CloudPages Data Extension on any CloudPages Landing Page, Microsite, Facebook Tab, or MobilePush Page. Go to the Reports tool for instructions to create this report. Contacts Counts Report Learn about details included in the Contact Count report for Contact Builder in Reports. Contact Data Portability Report View information included in the Contact Data Portability report for Contact Builder in Reports. Microsite Tracking The Microsite Tracking report displays tracking data from your microsite for a specific time frame you select. You can use this report to help evaluate the effectiveness of your campaigns in driving traffic to your landing pages. Compare the likelihood of readers clicking one link rather than another. This report is available in the Reports tool. 16

21 Standard Reports Studio Reports View a list and description of available Studio reports available in the Reporting tool. Journey Builder Reports View a list and description of Journey Builder reports available in the Reports tool. Mobile Studio Reports View a list and description of Mobile Studio reports available in the Reports tool. CloudPages Smart Capture Submissions This report displays data collected from Smart Capture forms using the CloudPages Data Extension on any CloudPages Landing Page, Microsite, Facebook Tab, or MobilePush Page. Go to the Reports tool for instructions to create this report. Access data collected from Smart Capture forms using the Create a Data Extension tool on any CloudPages Landing Page, Microsite, Facebook Tab, or MobilePush Page. Create a Standard Report Create a Data Extension CloudPages Contacts Counts Report Learn about details included in the Contact Count report for Contact Builder in Reports. Important: To view this report, ensure that you enable the Access permission under Contacts. Find this permission in the Reports Catalog section of the Reports permission node. This report contains information on the total number of contacts within an account, which includes: Total number of distinct contacts, used for billing purposes Number of contacts in populations Total number of contacts associated with triggered sends but not associated with the All Subscribers list or another list in the triggered send configuration Total number of contacts represented as Sales Cloud Leads and Contacts using version 3 or earlier of the Salesforce Connector The total number of contacts represented as Microsoft Dynamics CRM Leads and Contacts using Dynamics CRM version 4 The totals for triggered sends and Leads and Contacts for Sales Cloud or Microsoft Dynamics CRM help you understand any differences between the total Contacts number and the number of contacts displaying in Contact Builder. For more details, visit Contact Definition and Count Determination. Create a Standard Report Get Started with Reports Contact Data Portability Report View information included in the Contact Data Portability report for Contact Builder in Reports. This report contains information about a single contact record relation to data protection and privacy regulations. Use this report to provide information to a data subject who requests a copy of their information. 17

22 Standard Reports Subscriber information statistics Subscriber attributes MobilePush information and statistics, as applicable MobileConnect information and statistics, as applicable GroupConnect information, as applicable Create a Standard Report Microsite Tracking The Microsite Tracking report displays tracking data from your microsite for a specific time frame you select. You can use this report to help evaluate the effectiveness of your campaigns in driving traffic to your landing pages. Compare the likelihood of readers clicking one link rather than another. This report is available in the Reports tool. This five-part report provides details about views and clicks for a microsite you choose over a period you specify: Sheet 1: Microsite Activity Sheet 2: Landing Page Activity Sheet 3: Related Activity Sheet 4: Web Related Activity Sheet 5: Detailed Link Click Tracking Microsite Activity Learn about the information presented in this subsection of the Microsites Report in the Reports tool. Landing Page Activity Learn about this subsection of the Microsites Tracking report in the Reports tool. Related Activity Learn about the information contained in this subsection of the Microsites report in the Reports tool. Web Related Activity Learn about this subsection of the Microsites Tracking report in the Reports tool. Detailed Link Click Tracking Learn about this subsection of the Microsites Tracking report in the Reports tool. Microsite Activity Learn about the information presented in this subsection of the Microsites Report in the Reports tool. Unique Views Total Views Number of unique views received Total number of views received 18

23 Standard Reports Unique Clicks Total Clicks Number of unique clicks received Total number of clicks received Landing Page Activity Learn about this subsection of the Microsites Tracking report in the Reports tool. Page Name Unique Views Total Views Unique Clicks Total Clicks Name of the landing page tracked Number of unique views received Number of views received Number of unique clicks received Number of clicks received Related Activity Learn about the information contained in this subsection of the Microsites report in the Reports tool. Name Job ID Send Time Unique Views Total Views Unique Clicks Total Clicks Name of the containing a link to the microsite Job ID of the send tracked in this row Send time of the . Number of unique views of a landing page that resulted from this send. Multiple views by the same person would be counted only once. Number of views of a landing page that resulted from this send. Multiple views by the same person contribute to this total. Number of unique clicks of links in a landing page that resulted from this send. Multiple clicks by the same person would be counted only once. Number of clicks for links in a landing page that resulted from this send. Multiple clicks by the same person contribute to this total. Web Related Activity Learn about this subsection of the Microsites Tracking report in the Reports tool. 19

24 Standard Reports Page Name Unique Views Total Views Unique Clicks Total Clicks Name of the landing page tracked Number of unique views from web traffic other than links in s; multiple views by the same person would be counted only once. Number of views from web traffic other than links in s; multiple views by the same person contribute to this total. Number of unique clicks on the landing page from web traffic other than links from s; multiple clicks by the same person would be counted only once. Number of clicks on the landing page from web traffic other than links from s; multiple clicks by the same person contribute to this total. Detailed Link Click Tracking Learn about this subsection of the Microsites Tracking report in the Reports tool. Page name URL Link Alias Unique Clicks Total Clicks Name of the landing page tracked URL for the link clicked on the landing page Tracking alias for the link clicked on the landing page Number of unique clicks of the link; multiple clicks by the same person would be counted only once. Number of clicks for the link; multiple clicks by the same person contribute to the total Studio Reports View a list and description of available Studio reports available in the Reporting tool. Report Name A/B Test Summary Account Send Summary Attribute by Tracking Event Campaign Job Tracking Summary Contains summary and comparison information about one or more A/B test campaigns for the date range you specify. Displays all potential response counts or rates for an account organized by send. Enterprise or reseller reports also display respective member results organized by account. Displays how your subscribers reacted to a certain send, based on a specific tracking event, and a particular attribute. Displays the tracking data for each job sent that is associated with the selected campaign. Use this report to get a complete list 20

25 Standard Reports Report Name of all sends in a campaign and a quick summary of all relevant tracking statistics. Campaign Tracking Summary Carrier Deactivation Summary Report Conversion Tracking Statistics Message Frequency Performance by Attribute Performance by Domain Performance by List Performance for All Domains Performance Over Time Send Sends by User Send Performance by Audience Builder Segment Displays the send tracking data around a specific campaign. Displays the tracking data for each associated with the selected campaign. If an is sent through multiple jobs, the tracking data for each job is summarized by . Use this report to quickly see level tracking statistics if the s in your campaign are sent in more than one job. Displays a daily and historic overview of the subscriptions updated within your account as a result of phone numbers that have deactivated from their network or been ported from one carrier to another. It gives the ability to both verify the accuracy of the Opt-out process and insight into customers to potentially retarget for SMS Opt-in. Displays you all the conversion activity across all your sends over a specific time frame. This report cannot be viewed as a web page. Includes the number of customers received multiple messages from period to period for comparison purposes. The available periods for comparison are: Yesterday vs. Day Before; Previous 2 Weeks Before Today; Previous Sunday to Sunday Weeks; Last 30 days vs. Previous 30 days; Previous 2 calendar months. Lets you evaluate send results for different subscriber attribute and preference values. Enables you to evaluate send results for each domain sent to for a single send. Enables you to assess response, bounce, and click-through rate for each list or group sent to as part of a send event excludes sent to a single recipient. Enables you to evaluate send results for each domain sent to for a single send. Shows data for all sends during a specific period. Shows how many s have been sent from each of your accounts. This report can be run for any time frame, present or past. Displays a list of account users who have sent s during the specified date range and the total number of s that each user has sent. Shows send performance data by audience segment. 21

26 Standard Reports Report Name Forwarding Activity Details Impression Tracking by Job Impression Tracking for Triggered Send by Period List Demographics List Performance Over Time List Size Over Time Multi-Campaign Tracking Summary Recent Sends Summary Region Performance for Triggered Sends Over Time Region Performance Over Time Response Trend Analysis for Send Send Classification by Tracking Report Sendable Data Extension Demographics Sendable Data Extension Performance Over Time Single Performance by Device Spam Complaints Over Time Displays details for s that are forwarded from subscribers to other individuals. Displays the number of times the content area was sent as part of a job, such as the number of impressions, and the link performance for links found within the impression region. Displays the performance of an impression region for triggered sends by a time period you choose. Enables you to analyze your lists to see a breakdown of subscribers by status, domain, and subscription tool. Enables you to examine each of your lists to evaluate their effectiveness over time across multiple sends. Displays the number of subscribers on a list over a specified time period. Includes a table showing the number of subscribers by status for each month in the specified time period. This data is also provided in a line graph. Shows tracking summarized by campaign, for all campaigns with a deployment date in the selected date range. There is also a grand total of all selected campaigns for each tracking category. This report can be used to compare the performance across multiple campaigns. Enables you to analyze a summary of your recent account activity. Displays how a single section of content performs over a period across multiple triggered send jobs. Displays how a single section of content performs over a period across multiple jobs. Displays how an send has performed over a specified date range. Enables you to compare the send performance data of transactional and commercial sends. Includes charts which show subscriber status breakdown and a top-level view of which domains are best represented in the selected sendable data extension. Provides an analysis of a sendable data extension over time. You can use this report to evaluate when a previously effective data extension is no longer effective. Summarizes open and click activity on mobile vs. desktop devices for an . This report shows the percentage of opens, unique opens, and clicks occurring on mobile devices. Provides historical data on the level of spam complaints received. 22

27 Standard Reports Report Name Subscriber Engagement Subscriber Most Recent Activity Subscribers Not Sent To Triggered Sends Tracking Unengaged Subscribers for a List Displays which subscribers are most or least engaged with s. Displays a list of all subscribers and details their most recent open or click activity. Displays a list of subscribers who have not received an during a specified date range. Displays detailed tracking data for a single triggered send over a custom time frame. Displays which subscribers on a specified list are unresponsive after multiple sends. A/B Test Summary The A/B Test Summary contains summary and comparison information about one or more A/B test campaigns for the date range you specify. Account Send Summary Displays all potential response counts or rates for an account organized by send. Enterprise or Reseller reports also display respective member results organized by account. Attribute by Tracking Event Displays how your subscribers reacted to a certain send, based on a specific tracking event, and a particular attribute. Campaign Tracking The Campaign Tracking report shows send tracking data for a specific campaign. Carrier Deactivation SMS Summary Some US wireless carriers produce daily files for phone numbers that have deactivated from their network or been ported from one carrier to another. Marketing Cloud changes the status for all numbers included in that file from Opted-In to Opted-Out. Conversion Tracking Statistics Run this report to compare the effectiveness of links within campaigns or the effectiveness of campaigns in number and value of conversions. This report contains a list of conversions for links included in s across multiple sends during a time frame. Performance by Attribute Run this report to view data for a specific subscriber included in a specific send. Performance by Domain This report provides data for the top 10 domains for an send. Use this report to analyze how domains responded to a particular send. Performance by List This report contains graphics to illustrate s Sent by List, Open Rate by List, Bounce Rate by List, and Click Through Rate by List. This report shows only unique opens and clicks. Use this report to analyze which lists responded most favorably to a particular send. Performance for All Domains This report shows performance data for each domain included in sends during a specific period. You can use this analysis identify domains that are bouncing your so you can begin to resolve the delivery issue. 23

28 Standard Reports Performance Over Time This report shows data for all sends during a specific period. You can use this report to evaluate when a previously effective is no longer effective. Send Performance by Audience Builder Segment Report The Audience Builder Segment report shows send performance data by audience segment. Send Use the Send report to view account activity. This report is often used by Agency users for billing their child accounts. Enterprise users can also use this report to view the activity of their Lock and Publish accounts. Sends by User Learn about the information provided in the Sends by User report. Forwarding Activity Details Use this report to analyze forwarding activity for your sends. You can use this report to enable providing incentives to subscribers whose forwarded s result in new subscribers. Impression Tracking by Job The Impression Tracking by Job report essentially shows two reports combined into one. The Job Summary section of the report shows overview tracking information. The Impression Tracking Details section lists the different areas of the report that contained impression tracking and contains data for each area. Only s that use dynamic content or AMPscript can be tracked using these reports. Impression Tracking for Triggered Sends The Impression Tracking for Triggered Sends report includes two sections. The Send Summary section of the report shows overview tracking information. The Impression Tracking Details section lists the different areas of the report that contained impression tracking and contains data for each area. This report also contains the overview tracking summary for the whole triggered send for the date period selected. Only s that use dynamic content or AMPscript can be tracked using this report. List Demographics This report displays the status, subscription method, and domains of the subscribers on a list. Use this report to see what percentage of your subscribers are using a certain domain. List Performance Over Time This report provides statistics for all sends to a list during a specified time period. List Size Over Time This report shows list growth and subscriber statuses change over time. Because the data shows first-time events for a status change, there could be overlap of data. More than one event or status can occur with a subscriber in the time period you define. The report shows you the most recent status change that occurred during that time. Multi-Campaign Tracking Summary This report shows the Tracking by campaign, for all campaigns during the selected date range. The report also includes a grand total of all selected campaigns for each tracking category. Use this report to compare the performance across multiple campaigns. Recent Sending Summary The Recent Sending Summary provides a summary of your account activity over a recent period. You can use this report to confirm that your jobs were completed successfully. Region Performance for Triggered Sends Over Time This report shows how a single section of content performs over time across multiple jobs in Triggered s. 24

29 Standard Reports Region Performance Over Time The Region Performance Over Time report shows how a single section of content performs over a period across multiple sends. You can use this report to see how a specific link is performing over a certain period. Only s that contain dynamic content or AMPscript can be tracked in this report. Response Trend Analysis for an Send Use this report to analyze when subscribers respond to your relative to when you send it. For example, if you want to send an announcement of an event at a specific time, you can run this report against other sends to determine how far in advance you must send the message to ensure that most your subscribers open it. Send Classification by Tracking This report shows the send performance data of transactional and commercial sends. Use this report when you want to compare the send performance data of transactional and commercial sends. Single Performance by Device The Single Performance by Device report displays performance on mobile devices versus desktop devices. Spam Complaints Over Time This report provides historical data on the level of spam complaints received. Subscriber Engagement Use this report to identify your most engaged subscribers. You could target these subscribers for special offers. This report includes the number of s that you have sent each subscriber over a specified period, and the number of s the subscriber has opened or clicked. Subscriber Most Recent Activity The Subscriber Most Recent Activity report shows when each subscriber last opened or clicked a message. Subscribers Not Sent To This report shows a list of s for subscribers who were not included in a send during a time frame you select. Triggered Sends Tracking The Triggered Sends Tracking report contains standard tracking information for a triggered send over a time period. You can use this report to determine the effectiveness of a triggered send in producing opens and clicks and not causing unsubscribes. Unengaged Subscribers for a List This report shows a list of your most inactive subscribers. Use this information to target certain lists or subscribers or to clean up your lists. Studio A/B Test Summary The A/B Test Summary contains summary and comparison information about one or more A/B test campaigns for the date range you specify. Note: This report cannot be viewed as a webpage. Choose a format for export. Studio Reports Create a Standard Report 25

30 Standard Reports Account Send Summary Displays all potential response counts or rates for an account organized by send. Enterprise or Reseller reports also display respective member results organized by account. This report shows total send and response data for your account. To see the same data differentiated by send, go to the second page and view the Delivery Log. The Delivery Log lists the same fields as in the Account Send Summary for each send you performed during the time interval you defined. Client Name Client ID Sends Implicit Deliveries Implicit Delivery Rate Overall Bounces Overall Bounce Rate Hard Bounces Hard Bounce Rate Soft Bounces Soft Bounce Rate Block Bounces Block Bounce Rate Technical Bounces Technical Bounce Rate Unknown Bounces Unknown Bounce Rate Name of your company Your account ID number Number of s sent from your account during the time interval you defined Number of s that did not receive bounces and are assumed delivered during the time interval you defined Percentage of delivered s over bounced s during the time interval you defined Number of bounces your account has received in the time interval you defined; includes all hard, soft, technical, and unknown bounces. Percentage of s sent that bounced during the interval you defined Number of hard bounces your account received during the interval you defined Percentage of s that experienced hard bounces during the interval you defined Number of soft bounces received during the interval you defined Percentage of s that experienced soft bounces during the interval you defined Number of block bounces received during the interval you defined Percentage of s that experienced block bounces during the interval you defined Number of technical bounces received during the interval you defined Percentage of s that experienced block bounces during the interval you defined Number of unknown bounces received during the interval you defined Percentage of s that experienced unknown bounces during the interval you defined 26

31 Standard Reports Unique Opens Cumulative Opens Open Rate Unique Clicks Cumulative Clicks Click Rate Unique Survey Responses Cumulative Survey Responses Survey Response Rate Unique Conversions Cumulative Conversions Conversion Rate Unique FTAFs Cumulative FTAFs FTAF Rate Number of unique opens received during the interval you defined. A unique open means one open per person. Number of opens received during the interval you defined. If one subscriber opened your multiple times, that number is recorded here. Percentage of s opened during the interval you defined. This number is calculated by dividing the Unique Opens by Implicit Deliveries. Number of unique clicks received in the s sent during the interval you defined; one click per subscriber Total number of clicks received in the s sent during the interval you defined Percentage of clicks received over the number of subscribers sent to. This number is calculated by dividing The Unique Clicks by the Implicit Deliveries. Number of unique responses received from surveys during the interval you defined. Unique responses means one response per person. Number of responses received from surveys during the interval you defined. If one person responded more than once, that number is recorded here. Percentage of surveys that received responses during the interval you defined. This number is calculated by dividing Unique Survey Responses by Implicit Deliveries. Unique number of conversions received during the interval you defined; one conversion per subscriber. See Conversion Tracking Statistics for more information. Number of conversions received during the interval you defined. Percentage of conversions received. This number is calculated by dividing Unique Conversions by Implicit Deliveries. Number of unique subscribers who clicked the Forward to a Friend icon in your s during the interval you defined. Unique FTAFs means one click per person. Number of times subscribers clicked the Forward to a Friend icon in your s during the interval you defined. If one subscriber forwarded the multiple times, that number is recorded here. Percentage of s that your subscribers forwarded during the interval you defined. 27

32 Standard Reports Unique FTAF Recipients Cumulative FTAF Recipients FTAF Recipient Rate Unique FTAF Subscribers FTAF Subscriber Rate Complaint Deliveries Unique Complaints Cumulative Complaints Complaint Rate Unique Unsubscribes Cumulative Unsubscribes Unsubscribe Rate Number of times your subscribers forwarded your s to during the interval you defined. For example, if one subscriber clicked the FTAF icon and forward the to five people, only one instance is recorded here. Number of individuals your subscribers forwarded your s to during the interval you defined. For example, if one subscriber clicked the FTAF icon and forwarded the to five people, each of those individuals is recorded here. Percentage of forwarded s. This number is calculated by taking the Unique FTAF Recipients number over the Total Delivered. Number of individuals who subscribed to your lists as a result of a subscriber clicking the Forward to a Friend icon during the interval you defined. Percentage of people who subscribed after receiving the forwarded as compared to people who did not subscribe. This number is calculated by dividing FTAF Recipient Rate by Implicit Deliveries. Number of s delivered to domains for which complaints were received. For example, if you sent 300 s to example.com and one of those s received a spam complaint, the number listed here would be 300. Number of unique spam complaints your account received during the interval you defined; one complaint per subscriber Number of spam complaints your account received during the interval you defined. Each time a subscriber complaint, this number increases. Percentage of s that received spam complaints during the interval you defined. Unique number of unsubscribes received during the interval you defined. Unique unsubscribes means that if one subscriber unsubscribes from more than one list, only one instance is recorded here. Number of unsubscribes received during the interval you defined. Percentage of subscribers who unsubscribed as compared to people who did not during the interval you defined. This number is calculated by dividing Unique Unsubscribes by Implicit Deliveries. Studio Reports Create a Standard Report 28

33 Standard Reports Attribute by Tracking Event Displays how your subscribers reacted to a certain send, based on a specific tracking event, and a particular attribute. This report displays a list of subscribers who interacted with an send during the timeframe you select. Choose a subscriber attribute to include in the report. For example, you can use this report to evaluate the effectiveness of a campaign in generating subscriber clicks for men versus women. This table provides descriptions of the fields included in the report. Subscription Key Tracking Activity Unique ID for the subscriber The tracking activity included on the account. Valid values include: All Bounce Open Click Unsubscribe Event Time [Attribute] Default Date and time tracking activity occurred Subscriber attribute you chose; valid selections include subscriber attributes defined in your account Default value you set when you created the attribute; if no default value is defined, an asterisk appears. Note: The report only works with values of the chosen attribute at the time of reporting and not the value at the time of send. Studio Reports Create a Standard Report Campaign Tracking The Campaign Tracking report shows send tracking data for a specific campaign. Note: Triggered Sends tracking information is not included in this report. Name Send Date Send Name of the sent to this list Date of the send Total number of s sent 29

34 Standard Reports % of Send Opens Open Rate Clicks Click Rate Bounces Bounce Rate Unsubscribes Unsubscribe Rate Shares Delivered Delivery Rate Conversions Percentage of total s sent Number of s opened Percentage of s opened Total number of clicks Percentage of clicks received over the number of subscribers sent to. This number is calculated by dividing The Unique Clicks by the Implicit Deliveries. Total number of s bounced Percentage of s sent that bounced Number of s included in the send that resulted in unsubscribes Percentage of subscribers who unsubscribed as compared to people who did not. This number is calculated by dividing Unique Unsubscribes by Implicit Deliveries. Total number of shares the send received Number of successfully delivered s included in this list Percentage of messages delivered Number of conversions received during the interval you defined Studio Reports Create a Standard Report Carrier Deactivation SMS Summary Some US wireless carriers produce daily files for phone numbers that have deactivated from their network or been ported from one carrier to another. Marketing Cloud changes the status for all numbers included in that file from Opted-In to Opted-Out. The Carrier Deactivation SMS Summary displays a daily and historic overview of the subscriptions updated in your account. This report is available standard for all marketers using MobileConnect with U.S. short codes. Contact your Marketing Cloud account executive for details regarding the specific activation date of Carrier Deactivation File Processing within your account. Studio Reports Create a Standard Report 30

35 Standard Reports Conversion Tracking Statistics Run this report to compare the effectiveness of links within campaigns or the effectiveness of campaigns in number and value of conversions. This report contains a list of conversions for links included in s across multiple sends during a time frame. Note: Conversion Tracking must be enabled on your account to use this feature. Contact Global Support to learn more. [Link Name] Address Conversion date and time Total Link Total Total Account Total Tracking alias of the link address of the subscriber whose conversion is tracked Date and time of the conversion Dollar value of the conversion Total dollar value for the link Total dollar value from the send Total dollar value for the account Studio Reports Create a Standard Report Performance by Attribute Run this report to view data for a specific subscriber included in a specific send. Name Send Date Attribute Selected Attribute Value Send Count % if Send Opens Open Rate Clicks Click Rate Bounce Name of content in the send Date of send Attribute data is based on Specific value of the attribute Total number of s sent Percentage of total s sent Number of s opened Percentage of s opened Total number of clicks Percentage of clicks received over the number of subscribers sent to. This number is calculated by dividing The Unique Clicks by the Implicit Deliveries. Total number of s bounced 31

36 Standard Reports Bounce Rate Percentage of s sent that bounced Studio Reports Create a Standard Report Performance by Domain This report provides data for the top 10 domains for an send. Use this report to analyze how domains responded to a particular send. Domain Name s Sent s Delivered % of Total Send Bounce Rate Open Rate Click Through Rate Unsubscribe Rate Name of the recipient domain for the send Total number of s sent to the domain Number of s delivered to the domain Percentage of total s that were sent to the domain Domain bounce rate Domain open rate Click-through rate for s sent to the domain Unsubscribe rate for s sent to the domain Studio Reports Create a Standard Report Performance by List This report contains graphics to illustrate s Sent by List, Open Rate by List, Bounce Rate by List, and Click Through Rate by List. This report shows only unique opens and clicks. Use this report to analyze which lists responded most favorably to a particular send. List Name Send Count % of Total Send Bounce Rate Open Rate Click Through Rate Name of the list used in the send Total number of s sent to the list Percentage of total s that were sent to the list Bounce rate for s sent to the list Open rate for s sent to the list Click-through rate for s sent to the list 32

37 Standard Reports Unsubscribe Rate Unsubscribe rate for s sent to the list Studio Reports Create a Standard Report Performance for All Domains This report shows performance data for each domain included in sends during a specific period. You can use this analysis identify domains that are bouncing your so you can begin to resolve the delivery issue. Domain Name Sent % of Total Sent Delivered Bounce Bounce % Opened Open % Clicked Click % Unsubscribed Unsubscribe Rate Name of the domain used in the send. Total number of s sent to the domain Percentage of total s sent to the domain Number of delivered s sent to the domain Number of bounced s sent to the domain; includes all bounces for all subscribers. Bounce rate for s sent to the domain Number of opened s sent to the domain; contains all opens for all subscribers Open rate for s sent to the domain Number of s sent to the domain that received clicks; includes all clicks for all subscribers Click-through rate for s sent to the domain Number of s sent to the domain that resulted in the recipient unsubscribing; contains all unsubscribes for all subscribers Unsubscribe rate for s sent to the domain Studio Reports Create a Standard Report Performance Over Time This report shows data for all sends during a specific period. You can use this report to evaluate when a previously effective is no longer effective. 33

38 Standard Reports Date and Time Sent Send Count Delivered Undeliverable Unique Opens Unique Clicks Unsubscribes Date and time of the send Number of s in the send Number of s in the send that were not undeliverable Number of s in the send returned as undeliverable Number of opened s in the send; each only counted once Number of s in the send that were clicked; each only counted once Number of s in the send that resulted in unsubscribes Studio Reports Create a Standard Report Send Performance by Audience Builder Segment Report The Audience Builder Segment report shows send performance data by audience segment. Run this report when you want to compare the send performance of segments in a segmented audience. Studio Reports Create a Standard Report Send Use the Send report to view account activity. This report is often used by Agency users for billing their child accounts. Enterprise users can also use this report to view the activity of their Lock and Publish accounts. ParentID Parent Name Member ID Member Name Account Type [Interval] Total (all periods) \ Parent account ID Parent account name Account ID of the child or lock-and-publish account Name of the child or lock-and-publish account Account type of the child or lock-and-publish account Account activity for the specified interval; for example, if you select Month, an interval column appears for each month in the period the report covers. Total account activity for the time period the report covers 34

39 Standard Reports Total [Parent Name] [Interval] Total [Parent Name] Total (all periods) \ Total activity for the accounts in the time interval Total activity for the accounts for the time period the report covers Studio Reports Create a Standard Report Sends by User Learn about the information provided in the Sends by User report. Note: You must have administrator permissions to run this report. This report does not contain data for your Lock and Publish accounts. Job ID Name Subject Delivered Time BCC Count ID number of the send Name of content in the send Subject line of the send Time of the send Number of blind copies of the sent in the send. Number of s sent excluding blind copies Studio Reports Create a Standard Report Forwarding Activity Details Use this report to analyze forwarding activity for your sends. You can use this report to enable providing incentives to subscribers whose forwarded s result in new subscribers. Forwarding Subscriber New Subscriber Time Forwarded Subscriber who forwarded the using the Forward-to-a-Friend feature If the person who received the forwarded subscribed to the list as a result, their address appears in this column. Date and time the message was forwarded 35

40 Standard Reports Comments Comments the subscriber included when forwarding the using the Forward-to-a-Friend feature Studio Reports Create a Standard Report Impression Tracking by Job The Impression Tracking by Job report essentially shows two reports combined into one. The Job Summary section of the report shows overview tracking information. The Impression Tracking Details section lists the different areas of the report that contained impression tracking and contains data for each area. Only s that use dynamic content or AMPscript can be tracked using these reports. Note: You must be set up as an administrator to run this report. Event Unique Total Percentage Table 2: Job Summary Occurrence tracked Number of unique occurrences per link in the impression region Total number of occurrences Percentage of Unique Clicks divided by Impression Sent for that region Region Name Link Name Impressions Sent Unique Clicks Total Clicks Region CTR (Click Through to Read) Table 3: Impression Tracking Details Name of impression region you are tracking Name of linked image or text Number of impression regions sent Number of unique clicks a link receives Total number of clicks a link receives Percentage of unique clicks compared to the number of impressions sent Studio Reports Create a Standard Report 36

41 Standard Reports Impression Tracking for Triggered Sends The Impression Tracking for Triggered Sends report includes two sections. The Send Summary section of the report shows overview tracking information. The Impression Tracking Details section lists the different areas of the report that contained impression tracking and contains data for each area. This report also contains the overview tracking summary for the whole triggered send for the date period selected. Only s that use dynamic content or AMPscript can be tracked using this report. Note: You must be set up as an administrator to run this report. Event Unique Total Percentage Table 4: Send Summary Occurrence being tracked Number of unique occurrences for every event listed. For example, if the Delivered field shows 4, it means that four triggered s were delivered during the report period. Total number of occurrences Percentage of the event to the total number of delivered s for the report period Region Name Link Name Impressions Sent Unique Clicks Total Clicks Region CTR (Click Through to Read Table 5: Impression Summary Name of the impression region tracked Name of the linked image or text Number of impression regions that were sent Number of unique clicks a link receives Total number of clicks a link receives Percentage of unique clicks compared to the number of impressions sent Studio Reports Create a Standard Report List Demographics This report displays the status, subscription method, and domains of the subscribers on a list. Use this report to see what percentage of your subscribers are using a certain domain. Status Number of subscribers in each status 37

42 Standard Reports Count Percent Number of unsubscribed or deleted subscribers Percentage of unsubscribed or deleted subscribers Studio Reports Create a Standard Report List Performance Over Time This report provides statistics for all sends to a list during a specified time period. Name Date and Time Sent Send Count Delivered Unique Opens Unique Clicks Unsubscribes Name of the sent to this list Date and time the was sent to this list Number of s included in the send to the list Number of successfully delivered s included in this list Number of opened s included in the send; each is only counted once Number of clicked s included in the send; each is only counted once Number of s included in the send that resulted in unsubscribes Studio Reports Create a Standard Report List Size Over Time This report shows list growth and subscriber statuses change over time. Because the data shows first-time events for a status change, there could be overlap of data. More than one event or status can occur with a subscriber in the time period you define. The report shows you the most recent status change that occurred during that time. Tip: Accuracy of this report improves over longer periods of time. We recommend use to measure list growth over periods of one month or longer. Note: A full inbox could cause a subscriber to move in and out of Bounced and Held statuses. Added Subscribers added for the report period 38

43 Standard Reports Bounced Undeliverable Unsubscribed Active Subscribers who experienced a bounce for the first time during the report period Subscribers whose address was marked as Undeliverable during the report period Subscribers who opted out of the list during the report period Number of subscribers in the list that are not in a status of Bounced, Undeliverable, or Unsubscribed at the end of the report period Note: You cannot reconcile counts by adding or subtracting Added, Bounced, Undeliverable, and Unsubscribe counts to a previous Active total to match a newer Active total. Studio Reports Create a Standard Report Multi-Campaign Tracking Summary This report shows the Tracking by campaign, for all campaigns during the selected date range. The report also includes a grand total of all selected campaigns for each tracking category. Use this report to compare the performance across multiple campaigns. Campaign Name Campaign Deployment Date Campaign Owner Send Count % of Send Opens Name of the campaign to which the s belong of the campaign Campaign start date Person managing the campaign Total s send as part of this campaign Percentage of total s sent Number of s opened Studio Reports Create a Standard Report Recent Sending Summary The Recent Sending Summary provides a summary of your account activity over a recent period. You can use this report to confirm that your jobs were completed successfully. 39

44 Standard Reports Job ID Name Subject Send Start Time Send Complete Time s Sent s Delivered Undeliverable Survey Responses Total Click Throughs Unique Click Throughs Unique s Opened Unsubscribes FTAF Forwarders FTAF Recipients FTAF Subscribers Open Rate Deliverability Rate Bounce Rate Unsubscribe Rate Unique Click Through Rate Unique Complaints send ID Name of content in this send Subject line of this send Date and time the send started Date and time the send was completed Number of s included in the send Number of s not returned as undeliverable; calculated by subtracting the Undeliverable value from the s Sent value. Number of bounced s Number of survey responses Number of resulting clicks; includes multiple clicks by the same subscriber Number of s clicked in this send; includes a click by each subscriber only once Number of s opened in this send; includes each only once per subscriber Number of unsubscribes from this send Number of subscribers who forwarded the at least once Number of recipients who received the forwarded Number of recipients who subscribed to a list in response to receiving a forwarded Percentage of s Delivered that were s Opened Percentage of s Delivered Percentage of s Delivered that were s Bounced Percentage of s Delivered that were Unsubscribes Percentage of s Delivered that resulted in Unique Click Throughs Number of complaints the send received; includes one complaint per subscriber. 40

45 Standard Reports Cumulative Complaints Number of spam complaints this send received; if one subscriber sent more than one complaint, that number is included here. Studio Reports Create a Standard Report Region Performance for Triggered Sends Over Time This report shows how a single section of content performs over time across multiple jobs in Triggered s. Note: You must be an administrator to run this report. Performance by Link in Region Link Alias or URL Triggered Send Impressions Sent Unique Clicks Total Clicks Click Percentage Region the report is tracking Link in the region that is being tracked. You specify the Link Alias when you create the link in the . The URL appears if you don't specify a link alias. Name of the send that was triggered Number of links that were sent in an send using dynamic content Number of recipients who clicked the link Total number of clicks on the link. Multiple clicks from the same subscriber are counted. Percentage of Unique Clicks divided by Impression Sent Example: Twelve subscribers subscribed to Northern Trails' list in May. Northern Trails wants to track how a link in the welcome that was sent automatically performed for all 12 subscribers. They ran a Region Performance for Triggered Sends Over Time report and saw how the link performed in each individual and its overall performance. Studio Reports Create a Standard Report Region Performance Over Time The Region Performance Over Time report shows how a single section of content performs over a period across multiple sends. You can use this report to see how a specific link is performing over a certain period. Only s that contain dynamic content or AMPscript can be tracked in this report. 41

46 Standard Reports Note: You must be an administrator to run this report. Performance by Link in Region Link Alias or URL Job ID Send Date Impressions Sent Unique Clicks Total Clicks Click Percentage Region tracked in this report The link in the region that is being tracked. You specify the Link Alias when you create the link in the . The URL only appears if you do not specify a link alias. ID of the send Date and time of send Number of links that were sent in an send using dynamic content Number of recipients who clicked the link Total number of clicks on the link; multiple clicks from the same subscriber are counted. Percentage of Unique Clicks divided by Impression Sent Studio Reports Create a Standard Report Response Trend Analysis for an Send Use this report to analyze when subscribers respond to your relative to when you send it. For example, if you want to send an announcement of an event at a specific time, you can run this report against other sends to determine how far in advance you must send the message to ensure that most your subscribers open it. Interval Start Time Sent Bounced Unique Opened Opened Interval, selected by you, into which the responses are divided on the report Number of s sent during this interval; the gray column is a cumulative total of s sent for all intervals to that point Number of s bounced during this interval; the gray column is the cumulative total of bounces for all intervals to that point Number of subscribers who opened the during this interval; the gray column contains the cumulative total of opens for all intervals to that point. These values count only the first time a subscriber opens an . Number of s opened during this interval; the gray column contains the cumulative total opens for all intervals to that point. These values count all opens of the . 42

47 Standard Reports Unique Clicked Clicked Unsubscribes Number of s clicked during this interval; the gray column contains the cumulative total of clicks for all intervals to that point. These values count only one click per . Number of clicks during this interval; the gray column contains the cumulative total of clicks for all intervals to that point. These values count all clicks in the . Number of unsubscribes from the during this interval; the gray column contains the cumulative total of unsubscribes for all intervals to that point. Studio Reports Create a Standard Report Send Classification by Tracking This report shows the send performance data of transactional and commercial sends. Use this report when you want to compare the send performance data of transactional and commercial sends. Send Classification Name Sent % of Send Opens Open Rate Clicks Click Rate Bounces Bounce Rates Unsubs Indicates whether the send was transactional or commercial Name of the sent to this list Total number of s sent during this interval Percentage of total s sent Number of s opened during this interval Percentage of s opened during the interval you defined; this number is calculated by dividing the Unique Opens by Implicit Deliveries. Total number of clicks during this interval Percentage of clicks received over the number of subscribers sent to. This number is calculated by dividing The Unique Clicks by the Implicit Deliveries. Total number of s bounced during this interval Percentage of s sent that bounced during the interval you defined Number of s included in the send that resulted in unsubscribes 43

48 Standard Reports Unsub Rates Shares Delivered Delivery Rate Conversions Percentage of subscribers who unsubscribed as compared to people who did not during the interval you defined. This number is calculated by dividing Unique Unsubscribes by Implicit Deliveries. Total number of shares the send received Number of successfully delivered s included in this list Percentage of messages delivered Number of conversions received during the interval you defined Studio Reports Create a Standard Report Single Performance by Device The Single Performance by Device report displays performance on mobile devices versus desktop devices. Field name Send Date Sent Desktop Opens Mobile Opens Desktop Unique Opens Mobile Unique Opens Desktop Clicks Mobile Clicks Date of the send Number of s sent Number of times the was opened on a desktop device Number of times the was opened on a mobile device Number of unique subscribers who opened the on a desktop device Number of unique subscribers who opened the on a mobile device Number of clicks an link received from a desktop device. Multiple clicks from the same subscriber are counted. Number of clicks for an from a mobile device. Multiple clicks from the same subscriber are counted Note: To create a similar report that includes more attributes such as device name and client, contact your relationship manager about Discover. Studio Reports Create a Standard Report 44

49 Standard Reports Spam Complaints Over Time This report provides historical data on the level of spam complaints received. Note: This is not a deliverability report and does not display the number of s sent for domains that had no complaints recorded. If an domain does not return any spam complaints during the time period you specified, no entry for that domain is shown. The pie chart displays the top domains for spam complaints received. You can configure how many domains you want to display in the pie chart when you run the report. This report is divided into time intervals, with both the send and the complaint bucketed into the period during which the send occurred. Sends Complaints Rate Number of s sent to the ISP. Number of spam complaints from the ISP. Percentage of s sent that resulted in spam complaints The report also contains thresholds used by some of the ISPs to determine when to block your s. If your spam complaint rate is greater than the threshold value for the ISP, the ISP could block your sends. Note: Values for aol.com, msn.com, hotmail.com, and yahoo.com appear in green, which indicates the bounce percentage is within the accepted range for those domains. If the value exceeds that range, the numbers are red. Spam Complaint Bucketing Learn how Spam Complaint Bucketing for sends works in the Reports tool. Studio Reports Create a Standard Report Spam Complaint Bucketing Learn how Spam Complaint Bucketing for sends works in the Reports tool. Your spam complaint rate is calculated by dividing the number of complaints received per day by the number of subscribers who received your message. The spam complaint bucketing process provides a more accurate view of spam complaint rates; particularly when displaying data breakdown by day. Example: Suppose that you send an to 10 subscribers on Tuesday. You receive no complaints about that on Tuesday. However, you get one complaint on Wednesday and one on Thursday. If you look in the tracking section of the application, you see one complaint recorded for Wednesday and one for Thursday. However, when you run this report, you see that the two complaints are attributed to the send on Tuesday. This works out to a 20 percent complaint rate because all complaints are bucketed with the sends. If the send and complaints fell into different buckets your complaint rate would be negatively impacted. In the prior example, if you send to 10 subscribers on Tuesday and receive no complaints that day, your complaint rate for Tuesday is zero. However, with one complaint received on Wednesday and one on Thursday, your complaint rate for those days would be greater than 100%. 45

50 Standard Reports Subscriber Engagement Use this report to identify your most engaged subscribers. You could target these subscribers for special offers. This report includes the number of s that you have sent each subscriber over a specified period, and the number of s the subscriber has opened or clicked. Note: You can specify the percentage of subscribers to include in this report based on the highest click-to-sent ratio. You can also limit the report to include only subscribers to whom you have sent a minimum number of s. Address Delivered Clicked On Clicked to Delivered Ratio Opened Opened to Delivered Ratio Subscriber's address Number of s sent to the subscriber over the time period of the report Number of the Delivered s in which the subscriber clicked a link, regardless of whether the click occurred over the time period of the report Percentage of Delivered s Clicked On Number of Delivered s the subscriber opened, regardless of whether the open occurred over the time period of the report Percentage of Delivered s that were Opened Studio Reports Create a Standard Report Subscriber Most Recent Activity The Subscriber Most Recent Activity report shows when each subscriber last opened or clicked a message. Address Last Open Time Last Click Time Subscriber's address Date and time the subscriber last opened an from you Date and time the subscriber last clicked in an from you Studio Reports Create a Standard Report Subscribers Not Sent To This report shows a list of s for subscribers who were not included in a send during a time frame you select. 46

51 Standard Reports You can use the results from this report to create a list to send a message to subscribers who were not included in your group sends. Studio Reports Create a Standard Report Triggered Sends Tracking The Triggered Sends Tracking report contains standard tracking information for a triggered send over a time period. You can use this report to determine the effectiveness of a triggered send in producing opens and clicks and not causing unsubscribes. Period Sends Deliveries Delivery Rate Total Bounces Bounce Rate Unique Opens Open Rate Cumulative Opens Unique Clicks Click Rate Cumulative Click Unique Unsubscribes Unsubscribe Rate Cumulative Unsubscribe Window of time in which a send was triggered Number of sends triggered during the period Number of sends triggered during the Period that did not bounce Percentage of sends triggered during the Period that did not bounce Number of sends triggered during the Period that bounced Percentage of sends triggered during the Period that bounced Number of sends triggered during the Period that were opened; includes only the first time the was opened Percentage of sends triggered during the Period that were opened Total number of opens for sends triggered during the period; includes multiple opens from the same subscriber Number of sends triggered during the Period that were clicked; includes only the first time the was clicked Percentage of the sends triggered during the Period that were clicked Total number of clicks for sends triggered during the period; includes multiple clicks from the same subscriber Number of sends triggered during the Period that resulted in an unsubscribe; includes only the first instance of unsubscribe Percentage of the sends triggered during the Period resulting in an unsubscribe Total number of unsubscribes from sends triggered during the period; includes unsubscribes through multiple channels for the same subscriber. 47

52 Standard Reports For example, if a subscriber both clicks the one-click unsubscribe link and sends a spam complaint, this value counts two unsubscribes for the triggered send. Studio Reports Create a Standard Report Unengaged Subscribers for a List This report shows a list of your most inactive subscribers. Use this information to target certain lists or subscribers or to clean up your lists. Consider removing subscribers that appear in this report or at least asking them if they'd still like to receive your communications. Note: The report could take several minutes to render. The report stops running if it has been active for more than three hours. Field name Address Delivered Opens Clicks Subscriber's address. Number of sends Marketing Cloud has delivered to the subscriber. Number of sends that subscriber has opened. Number of clicks that subscriber has performed after opening s. Note: This report includes all the statistics for the subscribers on the list, regardless of whether the information resulted from a send to this list. If a subscriber is on two lists, the tracking for both lists appears on this report, even though you specify only one list in this report. Studio Reports Create a Standard Report Journey Builder Reports View a list and description of Journey Builder reports available in the Reports tool. Report Name Journey Builder Send Summary Tracking and engagement metrics for s sent in journeys over a specified time frame. Choose specific journeys and versions to include in the report. 48

53 Standard Reports Report Name Journey Builder Sends by Day Tracking and engagement metrics for s sent in journeys, aggregated by day, for a specified time frame, along with specific journeys and versions to include in the report. Journey Builder Send Summary Create this report in The Reports tool to view tracking and engagement metrics for s sent in journeys over a specified time frame. Choose specific journeys and versions to include in the report. Journey Builder Sends by Day Create the Journey Builder Sends by Day report in the Reports tool. View tracking and engagement metrics for s sent in journeys, aggregated by day, for a specified time frame, along with specific journeys and versions to include in the report. Journey Builder Journey Builder Send Summary Create this report in The Reports tool to view tracking and engagement metrics for s sent in journeys over a specified time frame. Choose specific journeys and versions to include in the report. Note: This report cannot be viewed as a webpage. Select another method of delivery such as or FTP. 1. Choose Reports in Analytics Builder. 2. Choose Journey Builder from the Report Catalog. 3. Click Create. 4. Select report parameters. 5. Click Submit. 6. Choose the delivery option. 7. Click Save. Journey Builder Reports Create a Standard Report Journey Builder Sends by Day Create the Journey Builder Sends by Day report in the Reports tool. View tracking and engagement metrics for s sent in journeys, aggregated by day, for a specified time frame, along with specific journeys and versions to include in the report. Note: This report cannot be viewed as a webpage. 1. Select Reports in Analytics Builder. 2. Select the Journey Builder from the Report Catalog. 3. Click Create. 49

54 Standard Reports 4. Select the report parameters. 5. Click Submit. 6. Select the delivery option. 7. Click Save. Journey Builder Reports Create a Standard Report Mobile Studio Reports View a list and description of Mobile Studio reports available in the Reports tool. Report Name GroupConnect LINE Outbound Message GroupConnect LINE Triggered Sends Summary Push Account Summary Push Message Detail Report Push Message Summary SMS Account Summary SMS Message Detailed Report SMS Message Summary Provides a summary of outbound messages sent to LINE followers, including the delivered message count. Shows how many people you sent a follow or response message to. Displays an account summary of MobilePush messages. Detailed tracking information for all push messages sent from a MobilePush account including message description and individual-level send status. Provides content and overall tracking information for all push messages sent through a specific app. Summary of activity at an account level; including a total number of opted-in subscribers and counts of inbound and outbound messages. Detailed tracking information about messages sent, including descriptive information about the message and send status at an individual level. Activity summaries for all keywords in an account, including overall tracking information and message content for each keyword. GroupConnect LINE Outbound Message View the success of a list send in the LINE Outbound Message report in the Reports tool. This report displays a summary of outbound messages sent to LINE followers, including the delivered message count. Select a date range, whether to include child accounts, GroupConnect LINE Triggered Sends Summary View how many people you sent a follow or response message to in the LINE Triggered Sends Summary report in the Reports tool. Select a date range, whether to include child accounts, the time zone, and the culture code. Push Account Summary Learn about the information presented in the MobilePush Account Summary report in the Reports tool. 50

55 Standard Reports Push Message Detail Learn about the information presented in the Push Message Detail report in the Reports tool. Push Message Summary Learn about the information included in the MobilePush Message Summary report in the Reports tool. SMS Account Summary The SMS Account Summary report is a summary of all activity at the account level. It includes the number of opted-in subscribers and the number of inbound and outbound messages. SMS Message Detail This page describes information found in the SMS Message Detail report. SMS Message Summary The SMS Message Summary Report, in the Reports tool, provides activity summaries for all keywords in an account, including overall tracking information and message content for each keyword. GroupConnect LINE Outbound Message View the success of a list send in the LINE Outbound Message report in the Reports tool. This report displays a summary of outbound messages sent to LINE followers, including the delivered message count. Select a date range, whether to include child accounts, Note: The MessageID and JobID values on the report output are useful if you contact Support about a send. Mobile Studio Reports Create a Standard Report GroupConnect LINE Triggered Sends Summary View how many people you sent a follow or response message to in the LINE Triggered Sends Summary report in the Reports tool. Select a date range, whether to include child accounts, the time zone, and the culture code. Note: The MessageID and JobID values on the report output are useful if you contact Support about a send. Mobile Studio Reports Create a Standard Report Push Account Summary Learn about the information presented in the MobilePush Account Summary report in the Reports tool. Contacts Variable Opt-Out Opt-In Definition Number of contacts that have opted out during this time period Number of contacts that have opted in during this time period 51

56 Standard Reports Message Count by Send Type Outbound Message Tracking Message Count by Campaign Campaign Name Message Count by App App Name Average Time in App Variable Outbound Total Scheduled Automation API Trigger Sent Opened Undeliverable Average Time In App with Push-Enabled Average Time in App without Push-Enabled Definition Number of messages sent during this time period (same as Sent under Outbound Message Tracking) Number of scheduled messages sent Number of automated messages sent Total number of API triggered messages Number of messages sent during this time period (same as Outbound Total under Message Count by Send Type) Percentage of messages opened Percentage of messages that were undeliverable Number of messages sent in each campaign, listed by Campaign Name Name of a campaign that sent messages during this time period Number of messages sent per app, listed by App Name Name of the app that sent messages during this time Average amount of time spent in the app per user who has opted in to push notifications Average amount of time spent in the app per user who has not opted in to push notifications Mobile Studio Reports Create a Standard Report Push Message Detail Learn about the information presented in the Push Message Detail report in the Reports tool. Date ClientID Date the report was run Business Unit ID or Member ID number for the sent message 52

57 Standard Reports EID AppName MessageName MessageID Template Format GeofenceName PageName Campaigns DeviceID SubscriberKey DateTimeSend MessageContent MessageOpened OpenDate TimeInApp Platform PlatformVersion Status PushJobID SystemToken Enterprise ID number for the sent message Name of the mobile app message was sent to; configured in MobilePush Administration Name of the sent message ID number of the sent message Template of the sent message: Outbound, Location Entry, Location Exit, or Beacon Format of the sent message: Application Alert or Application Alert & Landing Page Name of the geofence that triggered the message Subject field of the cloud page that is associated with the message Name of the campaign associated with the sent message ID of the device that received the message. The Device ID is a unique identifier assigned to a specific mobile device owned by a contact. ID of the contact that owns the device that received the message but not the ID of the device; one contact could have multiple devices. The SubscriberKey matches the Contacts and Devices ID. The SubscriberKey indicates the subscriber associated with the device when the report is run. Date and time, in UTC-6, that the message was sent Content of the message. This field shows AMPscript, if used. Whether the message was opened on the device corresponding to the Device ID When the message was opened How long the user spent in the app after opening the message. Measured from the time the subscriber opens the app to the time the app goes into the background. Operating system of the device Version of the operating system Status of the send job at the device level. This field tells you whether the job succeeded or failed for the device. ID of the job to use when troubleshooting with support Unique key that is used by Google or Apple to identify the device for sending 53

58 Standard Reports InboxDownload InboxOpen RequestID Date and time the message was downloaded Date and time the message was opened Marketing Cloud s unique identifier for every request Note: For more details about error counts, visit the Google Cloud Messaging site and look fordownstream message error response codes. Mobile Studio Reports Create a Standard Report Contacts and Devices Push Message Summary Learn about the information included in the MobilePush Message Summary report in the Reports tool. App Name Message Name Message ID Template Format Location Page Campaign DateTime Sent Message Total Variable Sent Opened Open% Definition Name of the mobile app that the message was sent to. Configured in MobilePush Administration. Name of the sent message ID number of the sent message Template of the sent message: Outbound, Location Entry, Location Exit, or Beacon. Format of the sent message: Application Alert or Application Alert & Landing Page Location where the message was triggered Subject field of the cloud page that is associated with the message Campaign associated with the message Date and time, in UTC-6, that the message was sent. Content of the message. This field shows AMPscript, if used. Number of messages sent through the app Number of messages opened Percentage of messages opened 54

59 Standard Reports ios Android Message Failure Variable Time in App Total Time in App Avg Sent Opened Open% Time in App Total Time in App Avg Sent Opened Open% Time in App Total Time in App Avg Failed Failed% Definition Time that users spent in the app after opening the message. Displayed as HH:MM:SS Average amount of time per user spent in the app after opening the message. Displayed as HH:MM:SS Number of messages sent through the app that reached an ios device Number of messages opened on an ios device Percentage of messages opened on an ios device Time that ios users spent in the app after opening the message. Displayed as HH:MM:SS Average amount of time per ios user spent in the app after opening the message. Displayed as HH:MM:SS Number of messages sent through the app that reached an Android device Number of messages opened on an Android device Percentage of messages opened on an Android device Time that Android users spent in the app after opening the message. Displayed as HH:MM:SS Average amount of time per Android user spent in the app after opening the message. Displayed as HH:MM:SS Number of messages that failed Percentage of messages that failed Mobile Studio Reports Create a Standard Report 55

60 Standard Reports SMS Account Summary The SMS Account Summary report is a summary of all activity at the account level. It includes the number of opted-in subscribers and the number of inbound and outbound messages. To refine your results, provide a date range and select whether to include children accounts or charts in the report. Mobile Studio Reports Create a Standard Report SMS Message Detail This page describes information found in the SMS Message Detail report. Date EID ClientID MessageName MessageType CampaignName MessageOrigin MessageText MobileNumber IsoCountryCode ShortCode Status MobileMessageTrackingID SubscriberKey Date the message was sent Enterprise ID number for the sender Business Unit ID number for the sender Name of the message sent Type of message sent Name of the campaign associated with the message sent Origin of the sent message Text included in the message sent Mobile number associated with the sender ISO country code of the message sent Short-code associated with the sent message Status of the sent message Unique ID for tracking information related to the sent message Unique ID for the subscriber Mobile Studio Reports Create a Standard Report SMS Message Summary The SMS Message Summary Report, in the Reports tool, provides activity summaries for all keywords in an account, including overall tracking information and message content for each keyword. 56

61 Standard Reports Enter a date range and select whether to include children accounts in the report. Mobile Studio Reports Create a Standard Report Marketing Cloud Analytics Builder Reports Frequently Asked Questions Get the answers to frequently asked questions about the standard reports in Marketing Cloud Analytics Builder. How Do I Access Marketing Cloud Analytics Builder Reports? Navigate to Analytics Builder and select Reports from the dropdown. What Reports are in Marketing Cloud Analytics Builder Reporting? All current standard user reports for , social, mobile, contacts, campaigns, and journeys are available. What Type of Security is Applied to the Reports Tool? Reports have a permission model that an administrator can control. Initially, all users that have access to the Marketing Cloud has access to all eligible reports for an account. Eligible reports for an account are determined based on what channel applications are provisioned. For example, if Studio is enabledbut MobileConnect and Social Studio aren t enabled, then the user would only have access to Studio reports. Can Reports be Scheduled? Yes, all standard Marketing Cloud Analytics Builder reports can be scheduled to run at a specified date and time. Can I Create Custom Reports Through the Marketing Cloud Analytics Builder Reporting Tool? To create custom reports, Discover must be enabled on your account. Contact your account representative for more information. Does Marketing Cloud Analytics Builder Reporting Include Reports for All Channels? Yes, all reports available in each channel are accessible from the Reports Catalog. Do I Have to Set Permissions to Access Reports I have Studio? Yes, you must set permissions in Reports for each user. What Languages are Supported? Reports are available in all languages supported by Marketing Cloud. Are There Changes to the External APIs? There are no changes to the external APIs. What Editions are Supported? All editions have access to Marketing Cloud Analytics Builder Reports. Can I Save a Report? Yes, you can save, retrieve, and rerun reports in Marketing Cloud Analytics Builder. Can I Search for A Specific Report? Yes. In Marketing Cloud Analytics Builder Reports, use the search by name tool or use filters to locate a specific report. Are Marketing Cloud Analytics Builder Reports Available for All Editions? Yes, standard reports are available for all Studio editions. How Do I Access Marketing Cloud Analytics Builder Reports? Navigate to Analytics Builder and select Reports from the dropdown. 57

62 Standard Reports What Reports are in Marketing Cloud Analytics Builder Reporting? All current standard user reports for , social, mobile, contacts, campaigns, and journeys are available. What Type of Security is Applied to the Reports Tool? Reports have a permission model that an administrator can control. Initially, all users that have access to the Marketing Cloud has access to all eligible reports for an account. Eligible reports for an account are determined based on what channel applications are provisioned. For example, if Studio is enabledbut MobileConnect and Social Studio aren t enabled, then the user would only have access to Studio reports. Can Reports be Scheduled? Yes, all standard Marketing Cloud Analytics Builder reports can be scheduled to run at a specified date and time. Can I Create Custom Reports Through the Marketing Cloud Analytics Builder Reporting Tool? To create custom reports, Discover must be enabled on your account. Contact your account representative for more information. Does Marketing Cloud Analytics Builder Reporting Include Reports for All Channels? Yes, all reports available in each channel are accessible from the Reports Catalog. Do I Have to Set Permissions to Access Reports I have Studio? Yes, you must set permissions in Reports for each user. What Languages are Supported? Reports are available in all languages supported by Marketing Cloud. Are There Changes to the External APIs? There are no changes to the external APIs. What Editions are Supported? All editions have access to Marketing Cloud Analytics Builder Reports. Can I Save a Report? Yes, you can save, retrieve, and rerun reports in Marketing Cloud Analytics Builder. Can I Search for A Specific Report? Yes. In Marketing Cloud Analytics Builder Reports, use the search by name tool or use filters to locate a specific report. Are Marketing Cloud Analytics Builder Reports Available for All Editions? Yes, standard reports are available for all Studio editions. 58

63 Discover Discover Discover provides templates with measures and attributes preselected to answer a specific business question. Each template suggests a specific chart type and applicable features in Discover, such as custom calculation, data filters, or conditional formatting. Use one of the templates or start with a blank page and build your own report. Discover can be used across all Marketing Cloud channels, however, currently the only data package available is Sending Performance. This data package contains over 75 measures and attributes that can be used to create reports. A complete list can be found at Sending Performance. Each data package contains a different bundle of measures and attributes, designed to analyze specific business questions. Note: Data automatically refreshes daily. However, if you have not accessed Discover for more than 90 days, manually restart automatic refresh. Data is retained and accessible through Discover for 24 months. Up to 90 days of historical Marketing Cloud data can be included at implementation. Our Discover data and analytics tool enables you to create reports using measures and attributes in your database. This feature requires no knowledge of your database structure. Choose report parameters. View report results in real time. Explore data dynamically to make important business decisions. Share insights with colleagues. Discover supports these culture codes. English German Spanish Spanish (Mexico) French French Canadian Italian Japanese Portuguese Note: If your Discover account has been paused, follow the instructions to Restart a Paused Account on page 60. Restart a Paused Account Restart a paused Discover account. Discover Reports The Marketing Cloud reports catalog contains eight Discover templates. Each template highlights a specific chart type or a feature in Discover, like a custom calculation, a date filter, or conditional formatting. Modify the templates to extract the data you need or start with a blank canvas and build your own report. Run a Discover Report Run a Discover report. Export or a Report Export a Discover report to a file or 59

64 Discover Revenue Attribution This page provides an overview of the Revenue Attribution feature in Discover. Discover FAQs Get the answers to the most frequently asked questions about Discover. Restart a Paused Account Restart a paused Discover account. If you have not logged in to your Discover account for 90 or more days, automated data refresh pauses. To restart it: 1. Navigate to Journey Builder in the App Switcher and select Automation Studio. 2. In the Overview screen, open the Report Builder programs folder. 3. In the Search box, search for E-I-L. An automation with the name of your account, the MID, and E-I-L at the end appears; click the automation name. This code is your automated Discover reporting. 4. Select the Schedule tab in the next window. 5. Under Schedule Summary, select Active. Note: If the Schedule Summary does not show that the automation is Paused when you open the Schedule tab, contact your account representative for further assistance. Your Discover reports automatically refresh at the next defined scheduled time. It could take up to 24 hours. Warning: Do not change the defined schedule. At implementation, the optimal report refresh time was selected for you. Changes to this selection could cause future updates to error. Discover Reports The Marketing Cloud reports catalog contains eight Discover templates. Each template highlights a specific chart type or a feature in Discover, like a custom calculation, a date filter, or conditional formatting. Modify the templates to extract the data you need or start with a blank canvas and build your own report. Review the list of Discover report templates. Note: Discover reports default to Central Standard Time (CST). Report Name Audience Engagement Over Time on page 61 Best Performing Send Day on page 62 Deliverability Complaint Rate on page 62 Performance by Device on page 62 Compares audience participation across previous three weeks of sends to determine what groups of contacts are interacting most frequently. Shows which day of the week is most effective for your campaigns. Compares Clicks Per Open and Open Rate with send day of the week for the past 30 days. Complaint rate for the top 15 domains for the last two weeks. Summarizes performance activity across mobile and desktop devices. View client usage to discover the most popular device clients are using to open and click through s over the 60

65 Discover Report Name last 30 days. Customize the filter to increase or decrease the duration of the report. Segment by Device Name to view specific mobile and desktop results. Sending Performance on page 63 Recent Send Summary on page 69 Time Between Send and Engagement on page 70 Use this template to customize and filter your data for reporting. Displays detailed statistics for each send for the last 30 days. Use this report to uncover overall trends and behaviors about sends. Shows how long it takes subscribers to open and click-through all sends over the past 30 days. Audience Engagement Over Time Learn about the fields displayed in the Audience Engagement Over Time report in Discover. Best Performing Send Day Learn about the fields displayed in the Best Performing Send Day report in Discover. Deliverability Complaint Rate Learn about the information presented in the Deliverability Complaint Rate report in Discover. Performance by Device Learn about the information displayed in the Performance by Device report in Discover. Discover Sending Performance Report Learn about the Marketing Cloud s Sending Performance report template for Discover. Recent Send Summary Learn about the information provided in the Recent Send Summary report in Discover. Time Between Send and Engagement Learn about the information included in the Time Between Sends report in Discover. Audience Engagement Over Time Learn about the fields displayed in the Audience Engagement Over Time report in Discover. Send Week Source Name Clicks The week a send occurred based on the time zone associated with the enterprise account. The subscriber list or Audience Builder audience used. Number of times a link in an was clicked. Discover Reports 61

66 Discover Best Performing Send Day Learn about the fields displayed in the Best Performing Send Day report in Discover. Send Day of Week Campaign Name Click Rate Clicks per Open The day a send occurred. The campaign the send belongs to. Number of unique clicks divided by the number of delivered s. Number of clicks per open. Discover Reports Deliverability Complaint Rate Learn about the information presented in the Deliverability Complaint Rate report in Discover. Domain Send Week Complaint Rate Top 50 domains across your sends. The week a send occurred based on the time zone associated with the enterprise account for a send. Number of complaints divided by the number of delivered s. Discover Reports Performance by Device Learn about the information displayed in the Performance by Device report in Discover. Tip: You can view this report as a graph or spreadsheet. Select the corresponding button next to View As in the upper right-hand corner. Device Type Opens Clicks Type of device the subscriber used to interact with your message. Total number of subscribers who opened the message. Total number of clicks the message received Discover Reports 62

67 Discover Discover Sending Performance Report Learn about the Marketing Cloud s Sending Performance report template for Discover. This Discover template is located in the Report Catalog and provides over 90 standard metrics to track for campaigns including delivery rates, opens, and clicks. Hover over the items to see a description of each metric. To access the template follow these steps. 1. Click Discover in the Report Categories section. 2. Click Create next to Blank Template for Sending Performance. Standard Attributes View a list of Discover's standard attributes. Discover Reports Standard Attributes View a list of Discover's standard attributes. Standard attributes are available in the Sending Performance report template. Send Time Attributes Name Send Year Send Quarter Send Month Send Day The year in which a send occurred for a given measure. The quarter in which a send occurred for a given measure. The month in which a send occurred for a given measure. The day on which a send occurred for a given measure. The displayed date is based on the time zone associated with the enterprise account for a send. Time of Send Weekly Attributes Name Send Day of Week Send Week The day of the week in which a send occurred. The week a send occurred for a given measure. The displayed value is based on the time zone associated with the enterprise account for a send. Message Attributes 63

68 Discover Name Name Subject Message ID Send Definition Message Type name at the time of send. subject at the time of send. The 's JobID. Name chosen when creating a triggered send . The app or type that generated the send (AB Test Send, Audience Builder Send, Job Send, Triggered Send). Available values depend on the apps and features configured in your account. Test Send Attribute Name Test Send Indicator Test Send Type A flag that indicates this message was part of a test send. (Enabled by selecting Suppress a Send from Reports.) The type of test message sent. Values are Enhanced Test Send, Normal Job, Quick Test Send, N/A. Campaign Attributes Name Campaign Name Campaign name at the time the send occurred. Audience Attributes Name A/B Test Campaign A or B Is Winner Split Percentage TestConditions A/B test campaign name. Indicates if the subscriber received test A, B, or the winning . Indicates that the performed better based on the chosen test type. Most helpful when used with other identifying attributes like A or B , or TestConditions. Percentage of test audience who received this . The value of the test type conducted. For example, if the test type was subject line, the value is the subject of that . 64

69 Discover Test Type Audience Segment The type of content in an A/B test such as subject lines, , content area, from name, send data and time. The subscriber list or Audience Builder audience who received the . The Audience Builder segment who received the . Domain Attributes Name Domain Top 50 domains across your sends. Enterprise Attributes Name Business Unit Account Enterprise Account Name of the business unit. Name of the enterprise account. Source IP Attributes Name Source IP IP address for the message sent. Event Lag Attributes Name Event Lag Interval between a send and a resulting event such as open or click. Agent Attributes Name Application Model Application Name Device Model Device Name Client Model Client Name Mobile or Desktop Operating System Model Operating System Name Browser used. Application used. Device used. Name of device used. The client model used. Name of client model. Type of device used. Operating system model used. Name of operating system used. Event Time Attributes 65

70 Discover Name Event Day Event Week Event Month Event Quarter Event Year Event Day of Week The day a click, unsubscribe, open, or other event occurred. The week a click, unsubscribe, open, or other event occurred. The month a click, unsubscribe, open, or other event occurred. The quarter during which a click, unsubscribe, open, or other event occurred. The year during which a click, unsubscribe, open, or other event occurred. The day of the week an event occurred. Event Time Weekly Attributes Name Event Day of Week Event Week The day of the week an event occurred. The week an event occurred for a given measure. This value is displayed based on the time zone associated with the enterprise account for this event. Send Source Name Source Name Source Type Audience Segment The name of the subscriber list or audience to use in the send. Indicates if the source is a data extension, list, or audience. The subscriber list or audience used in the send. The Audience Builder segment used. Measures Name Bounce Rate Bounces Click Rate Number of bounces divided by the number of sends. Number of block, hard, and soft bounces received from the send address. Number of unique clicks divided by the number of delivered s. 66

71 Discover Clicks Deliveries Delivery Rate Did Not Click Did Not Open Open Rate Opens Sends Unique Clicks Unique Opens Unique Opens or Clicks Unique Unsubscribes Unsubscribe Rate Unsubscribes Number of times a link in an was clicked. Number of sends minus number of bounces. Number of sends minus number of bounces divided by the number of sends. Number of deliveries minus number of unique clicks. Number of deliveries minus number of unique opens. Number of unique opens divided by the number of deliveries. Number of opens, counted when someone renders the images of an in their client previewing s without downloading images, or clicking a link is not recorded as an open. Number of times an was sent. Number of Unique Clicks counts the number of clicks by distinct subscribers. Any other attribute about Unique Clicks shows information relevant to the first click for that user. Number of Unique Opens counts the number of opens by distinct subscribers. Any other attribute about Unique Opens shows information relevant to the first open for that user. Number of unique opens plus the number of unique clicks without an associated open for that customer (also known as inferred opens ). Number of unique unsubscribes, measured by the first time a subscriber unsubscribes, even if they unsubscribe multiple times. Number of unique unsubscribes divided by the number of sends. Total number of unsubscribes. Measures Advanced Name 67

72 Discover Bounces - Block Bounces Hard Bounces Soft Bounces Technical Bounces - Unknown Complaints Conversions Share Rate Share Recipients Share Subscribers Shares Survey Rate Survey Responses URL Click Rate Unique Complaints Unique Conversions Unique Share Recipients Number of bounces resulting from a complaint, blacklist, content, URL block, or authentication error. Number bounces caused by unknown domain or user, or syntax error. Number of bounces resulting from a full or temporarily inactive mailbox, or temporary domain failure. Number of Bounces caused by server, data format, or network error. Number of bounces that occurred for an unknown reason. Number of complaints an has received by unique IPs. A complaint is logged when a subscriber flags an as spam. Customer traffic generated by a send. Number of times an was shared divided by the number of recipients. Number of recipients of a share. Number of new subscribers acquired via sharing. Total number of times an was shared. Number of unique survey responses divided by the number of delivered s (deliveries). Number of responses from a survey included in the . Number of unique clicks divided by the number of s delivered. Number of complaints by distinct users. Any other attribute for unique complaints show information relevant to the first complaint from that user. Number of conversions by distinct users. Any other attribute for unique conversions show information relevant to the first conversion for that user. Number of distinct users who were the recipient of a forward to a friend. Any other attribute for unique shares show 68

73 Discover information relevant to the first share to that user. Unique Share Subscribers Unique Shares Unique Survey Responses Unique URL Clicks Number of distinct users who became subscribers as a result of forward to a friend. Any other attribute for unique share subscribers show information relevant to the first share to that user. Number of distinct users who were sent a forward to a friend. Any other attribute about unique shares are showing information relevant to the first share to that user. Number of responses to a survey by distinct users. Any other attribute for unique survey responses are showing information relevant to the survey response for that user. Number of unique clicks a URL by distinct users. Any other attribute for unique URL clicks are showing information relevant to the first click for that user. Discover Sending Performance Report Recent Send Summary Learn about the information provided in the Recent Send Summary report in Discover. Send Date Message ID Name Subject Sends Deliveries Delivery Rate Bounces The day a send occurred based on the time zone associated with the enterprise account for a send. The JobID for a send. name at the time of send. subject at the time of send. Number of times an was sent. Number of sends minus number of bounces. Number of sends minus number of bounces divided by the number of sends. Total number of bounces received from the send address. 69

74 Discover Bounce Rate Number of bounces divided by the number of sends. Discover Reports Time Between Send and Engagement Learn about the information included in the Time Between Sends report in Discover. Event Lag Opens Clicks The time between a send and a subscriber action. Represented in fixed interval buckets of time. Number of times a subscriber renders the images of an in preview without downloading images. Number of times a link in an was clicked. Discover Reports Run a Discover Report Run a Discover report. 1. Navigate to Analytics Builder in the app switcher and click Reports. 2. Select Discover in the Report Catalog section. 3. Find the template for the report type to run and click Create. Or, click Create on Blank Template for Sending Report to create a custom report. 4. Save. Saved reports appear in your Report Catalog under My Reports. Note: If your Discover account has been paused, follow the instructions to Restart a Paused Account to restart. Note: For detailed instructions on creating a custom report, see Create a Custom Discover Report Send Time Attributes Send Time Attributes allows you to combine the 90+ standard attributes in the Sending Performance with up to 15 custom attributes from your send-log. Use this report to give you a complete view of your campaign analytics. Create a Custom Discover Report Create a custom report in Discover. 70

75 Discover Send Time Attributes Send Time Attributes allows you to combine the 90+ standard attributes in the Sending Performance with up to 15 custom attributes from your send-log. Use this report to give you a complete view of your campaign analytics. Send Time Attributes, which reflect the state of data at the time of send rather than the time the report, are written to your send log data extension. The custom attributes you choose to be exposed in Discover must have less than 1,000 unique values, and they must not be 1:1 attributes such as subscriber key or address. Only attributes with values that can be aggregated are acceptable. For example, choosing city or state is acceptable, while choosing street address or telephone number is not. Run a Discover Report Create a Custom Discover Report Create a Custom Discover Report Create a custom report in Discover. 1. Open the Blank Template for Sending Performance template. 2. To select field attributes for table rows and columns, drag the field name to the table canvas. 3. To select the measures to display, drag them to the table canvas. Tip: Wait for the table to auto refresh. You can rearrange table fields by dragging and dropping in the table canvas. To delete fields, drag to the lower right corner of the canvas and release when the trashcan appears. Auto Refresh can be disabled. 4. To add a filter, select the plus sign. 5. Drag available fields in the filter area. 6. Modify any operator logic or conditions in the Filter modal and select OK. Tip: To view the report in graph format, click the chart icon. You can change the graph type by clicking the down arrow next to the chart icon. Select Report Options under the Properties pane. 7. Select the Time Period field on the report, and select Filter from the menu. Choose the time periods you are interested in from the Filter dialog box. 8. Save. Note: Report scheduling in Analytics Builder uses Central Standard Time. The dates you select measure performance from 12:00 AM CST to 12:00 AM CST on those dates. 9. Name your report and Save again. Run a Discover Report Discover Reports Export or a Report Export a Discover report to a file or 71

76 Discover 1. Open a report. 2. Select the download icon. 3. Enter a file name 4. Select the file format. 5. Save. Note: When you download data in the CSV format, you get numbers with the full precision available. This way you avoid rounding errors when you work with your data in Excel. You can also Discover report results directly from the application. 6. Open a report. 7. Select the icon. 8. Complete the required information in the pop-up window. 9. Save. Revenue Attribution This page provides an overview of the Revenue Attribution feature in Discover. Note: A Services engagement is required for implementation of this feature. Contact your account manager for more information. When a subscriber clicks a link to your website from your , Collect Tracking Code can track the web activity all the way to conversion. This information is powerful in focusing your marketing messaging through the web channel and understanding which campaigns are directly driving your revenue. Gain insight into questions like: How much revenue did each campaign drive last week? How is average order value trending monthly? What is my highest revenue-producing Business Unit? What campaigns are contributing to their success? To set up your account to report on -driven revenue, follow these steps: 1. Configure and install Collect Tracking Code on your website. 2. Enable the Einstein Recommendations data extension. 3. Tag the link to your website in an View Revenue in Discover. Tag Links Learn how to tag links to feed data into Collect Tracking Code for revenue tracking in Discover. View Revenue in Discover Learn about Discover s revenue tracking feature. View Revenue in Discover Learn about Discover s revenue tracking feature. 72

77 Discover Tag Links Learn how to tag links to feed data into Collect Tracking Code for revenue tracking in Discover. Collect Tracking Code Configure Collect Tracking Code for Discover Tag Links Learn how to tag links to feed data into Collect Tracking Code for revenue tracking in Discover. When your website is displayed in a browser, Collect Tracking Code looks at the URL used to call the page. By including the message and subscriber attribute information in the URL of the links in your , Collect gathers the Marketing Cloud information when a subscriber clicks. For example, if you include the job ID in the target URL of your links, you could identify the web traffic generated by that campaign. Collect Tracking Code requests the use of the following personalization strings in your links: Code sfmc_j=%%jobid%% sfmc_s=%%subscriberid%% sfmc_l=%%listid%% sfmc_jb=%%_jobsubscriberbatchid%% sfmc_mid=%%memberid%% sfmc_u=%%joburlid%% Unique Job ID for the send Subscriber ID for message recipient List to which message was sent Batch number for the message Member ID for the sender account Link clicked from the message. To tag your s with the personalization string variables, there are two options: 1. Request Support to update your Brand Tag ( _xtralinkparameters); the variables defined are appended to every link in all s sent. 2. Append the variables manually to select links in an . Revenue Attribution View Revenue in Discover View Revenue in Discover Learn about Discover s revenue tracking feature. Note: Collect Tracking Code data is based on a 60-minute session. Combine these fields from the Sending Performance package with campaign attributes: Order revenue Number of orders 73

78 Discover Number of items per order Revenue Attribution Tag Links Discover FAQs Get the answers to the most frequently asked questions about Discover. What type of security or permissions is used with Discover? Discover has a permission model that an administrator can control. Users with access to the Marketing Cloud have access to all eligible reports for a MID. Why don't I have any data when I combine event attributes with rate measures? If you use event attributes with a measure that is a calculation of two or more measures results are not displayed, because it cannot be assumed that both measures occurred on the same event day. Why can't I combine User Agent attributes with Deliverability metrics like send rate, open rate, and did not click in Discover? When s are sent, they are not sent to a particular device, operating system, client, and so forth. Therefore, it is not possible to see sends by those attributes; they are categorized as Unknown user agent data in Discover. If I have a custom report using conversion tracking, will I lose my ability to use that report once revenue is tracked through Collect Tracking Code? No. Existing custom reports are unchanged unless Conversion Tracking is sunset. Why is driven conversion data from Collect Tracking Code available in reporting analytics? Collect Tracking Code is the production web analytics tool powering data for Personalization Builder and Web & Mobile Analytics. When implemented, it gathers robust web data in a structured way that can be exposed in Marketing Cloud Analytics. What type of security or permissions is used with Discover? Discover has a permission model that an administrator can control. Users with access to the Marketing Cloud have access to all eligible reports for a MID. Eligible reports for a MID are determined based on what channel applications are provisioned for the MID. For example, if the channel application is enabled for the MID but MobileConnect and Social Studio are not, only reports are accessible. Why don't I have any data when I combine event attributes with rate measures? If you use event attributes with a measure that is a calculation of two or more measures results are not displayed, because it cannot be assumed that both measures occurred on the same event day. Why can't I combine User Agent attributes with Deliverability metrics like send rate, open rate, and did not click in Discover? When s are sent, they are not sent to a particular device, operating system, client, and so forth. Therefore, it is not possible to see sends by those attributes; they are categorized as Unknown user agent data in Discover. It is not possible to use any measure which directly or indirectly uses Sends in its definition such as Did Not Click and Did Not Open. It is not helpful to look at measures, such as total Opens, percentage opened on mobile versus desktop, for which you can write a custom 74

79 Web & Mobile Analytics calculation. The Device Performance by Sends report template shows that custom calculations created called Percent of Opens and Percent of Clicks, which work with usage data. If I have a custom report using conversion tracking, will I lose my ability to use that report once revenue is tracked through Collect Tracking Code? No. Existing custom reports are unchanged unless Conversion Tracking is sunset. There is no time frame currently to sunset Conversion Tracking for customers using it. The revenue metrics from Collect Tracking Code is displayed in Discover alongside existing conversion metrics. Why is driven conversion data from Collect Tracking Code available in reporting analytics? Collect Tracking Code is the production web analytics tool powering data for Personalization Builder and Web & Mobile Analytics. When implemented, it gathers robust web data in a structured way that can be exposed in Marketing Cloud Analytics. Data beyond just the -driven conversion count is immediately available including, the number of Items per order, itemprice, and order revenue. In the future, mobile driven conversions are available from Collect Tracking Code. Conversion Tracking can track only the number of conversions in a standard way to be displayed in analytics. Other data can be captured, but in a different way by every customer in custom data extensions. Web & Mobile Analytics Web & Mobile Analytics helps you gather data about visitor behavior on your website and mobile application, and provide powerful visualizations of the data. Use the collected data to segment lists, provide personalized content and drive customer journeys. These three components have been established to enable users of the Marketing Cloud access and use rich customer data in real time from the web and mobile channels: Use Collect Tracking Code to track your visitor s behavior and actions, in real time, across the customer journey. Use data visualizations to make key commercial decisions about your website, mobile application, and digital marketing campaigns. Use configurable and intuitive tiles in a dashboard interface to uncover new insights and uses for your customer data. Use the data to create data-driven value throughout the Marketing Cloud. Note: Data Extensions must be enabled in your Marketing Cloud account to use the Action element. Implement Web & Mobile Analytics By installing the Journey Builder for Apps SDK into your ios or Android app, your application is automatically enabled for Mobile Application Analytics. The SDK also provides the tools to integrate your application with Journey Builder and MobilePush. Web & Mobile Analytics Privacy Status Dashboard View the Web & Mobile Analytics privacy status dashboard to track processing of customer privacy option requests. Mobile Analytics Overview This page provides an overview of the mobile portion of Web & Mobile Analytics. Web Analytics Overview There are several standard tiles visualizing website data gathered via Collect Tracking Code included within each Web Analytics tile. Learn details about the visual component of Web & Mobile Analytics. 75

80 Web & Mobile Analytics Act on Web & Mobile Analytics Data Use Web & Mobile Analytics in Marketing Cloud to collect page-view data through Collect Tracking Code and view interactive visualizations of this data on the dashboard. Data Extensions Implement Web & Mobile Analytics By installing the Journey Builder for Apps SDK into your ios or Android app, your application is automatically enabled for Mobile Application Analytics. The SDK also provides the tools to integrate your application with Journey Builder and MobilePush. Mobile Implementation To implement Mobile analytics, you must: Provision apps with Apple and Google. Create your ios and Android apps in the App Center. Implement the ios and Android SDKs version 3.5 or later. Implement the ios and Android Mobile Analytics feature in your Apps. Visit the Web & Mobile Analytics application and accept the Web & Mobile Analytics Terms & Conditions Web Implementation Web & Mobile Analytics uses Collect Tracking Code to gather data. Follow the instructions to Configure Collect for Web & Mobile Analytics. Collect Tracking Code Configure Collect Tracking Code for Web & Mobile Analytics Web & Mobile Analytics Privacy Status Dashboard View the Web & Mobile Analytics privacy status dashboard to track processing of customer privacy option requests. The dashboard display includes: The customer s s address Requested privacy option Status for processing the request Where the option is applied Date the request was initiated Date the request was completed Follow these steps to view the Web & Mobile Analytics privacy status dashboard. 1. Click the gear icon and select Privacy Options. 2. Click Privacy Status. 76

81 Web & Mobile Analytics 3. Enter a profile ID or date range. 4. Click Apply. Tip: You can view a maximum of 100 instances in the dashboard. For longer lists, export to a CSV file. Configure Suppression for Web & Mobile Analytics Web & Mobile Analytics default suppression period for customer profile deletion is 14 days. During the suppression period, the system holds existing data but does not collect more. The system deletes all profile data at the end of the suppression period. Follow these steps to change the default setting. Manage a Web & Mobile Analytics Customer Profile To honor subscriber privacy and data protection preferences, follow these steps to manage consent, data deletion, and restriction of processing of customer profiles in Web & Mobile Analytics. To export profile data from Web & Mobile Analytics, contact your account representative for assistance. Consent Management for Marketing Cloud Data Deletion for Marketing Cloud Configure Suppression for Web & Mobile Analytics Web & Mobile Analytics default suppression period for customer profile deletion is 14 days. During the suppression period, the system holds existing data but does not collect more. The system deletes all profile data at the end of the suppression period. Follow these steps to change the default setting. Follow these steps to change the default setting. 1. Click the gear icon and select Privacy Options. 2. Click Privacy Settings. 3. Enter the number of days. 4. Click Save. Note: The suppression range is 0 30 days. 77

82 Web & Mobile Analytics Consent Management for Marketing Cloud Data Deletion for Marketing Cloud Manage a Web & Mobile Analytics Customer Profile To honor subscriber privacy and data protection preferences, follow these steps to manage consent, data deletion, and restriction of processing of customer profiles in Web & Mobile Analytics. To export profile data from Web & Mobile Analytics, contact your account representative for assistance. Tip: For details about contact information stored in a customer profile, visit Customer Profiles. Follow these steps to manage privacy settings for a customer profile in Web & Mobile Analytics. 1. Click the gear icon and select Privacy Options. 2. Click Profile Maintenance. 3. Enter the customer address. 4. Click Go. 5. Click the button that corresponds with the requested privacy setting. Delete Profile: Permanently delete the customer profile including all past behavioral data. Delete Suppression: Set a suppression period to delay data deletion for up to 30 days of the request. Do Not Track: Past behavioral data is retained but future interactions are ignored. Do Not Profile: Behavioral data is collected but not used for recommendations. Do Not Process: Past behavioral data is retained and future interactions are collected but ignored. A confirmation popup appears with request process details. 6. Click OK. Note: To remove Do Not Track, Do Not Profile, or Do Not Process restrictions click the corresponding button again. To remove or change a suppression period, follow the steps to Configure Suppression for Web & Mobile Analytics on page

83 Web & Mobile Analytics Note: Privacy settings configured in Web & Mobile Analytics are also applied to Personalization Builder but not Contact Builder. To view the status of the request, view the Web & Mobile Analytics Privacy Status Dashboard on page 76. Consent Management for Marketing Cloud Data Deletion for Marketing Cloud Mobile Analytics Overview This page provides an overview of the mobile portion of Web & Mobile Analytics. There are several standard visualizations of website data gathered via Collect Tracking Code included within each Mobile Analytics tile. Attribute Tile Details Date Range What am I Seeing? What can I do with this? Expand Tile Settings The Web & Mobile Analytics dashboard provides tiles of visualized data collected from your website or mobile application via Collect Tracking Code. You can set the data range for the data displayed on each tile. The system defaults to the last 4 days. Historic Web & Mobile Analytics data can be retained for up to 45 days. Click the question mark in the upper right-hand corner of each tile to view a short explanation of how the data displayed is gathered. Click the arrow in the upper right-hand corner of each tile to see how you can make the data actionable throughout the Marketing Cloud. Click the expand button in the lower right-hand cover of each tile to drill down and explore your data in more detail. You can select default settings for each tile by clicking the gear icon. 79

84 Web & Mobile Analytics Mobile Device Breakdown The Device Breakdown tile in Web and Mobile Analytics displays the devices customers use to access your website. Data used to populate this tile is received through SDK. The thumbnail view shows the visits over a selected date range by mobile and desktop devices in a pie-chart. Hover over an individual segment to see detailed statistics. Mobile Overview The Mobile Overview tile in Web & Mobile Analytics shows a quick snapshot of to- level data on visitor activity for the time span you select. This data is updated approximately every 5 minutes. Screen Popularity The Screen Popularity tile in Web & Mobile Analytics provides a list of the top five most visited screens in your app for the date range you select. It is populated with data collected through SDK. User Location The User Location tile shows the geographic location of mobile users. The user's latitude and longitude are received through SDK. If the latitude and longitude are not available, Web & Mobile Analytics performs an IP lookup which enables it to estimate the geographic location of the user. Hover over individual countries to see user numbers. Visitor Path Mobile The Mobile Visitor Path tile in Web & Mobile Analytics displays the route your website mobile visitors took during sessions within a date range. From the starting page, you can view the next eight pages visited. Visitors by Day The Visitors By Day tile in Web & Mobile Analytics shows a line graph of the total visitors per day over the selected date range. You to see fluctuations in traffic to the website. Hover over individual days to see volume statistics. Mobile Device Breakdown The Device Breakdown tile in Web and Mobile Analytics displays the devices customers use to access your website. Data used to populate this tile is received through SDK. The thumbnail view shows the visits over a selected date range by mobile and desktop devices in a pie-chart. Hover over an individual segment to see detailed statistics. You can expand the tile to: Select a particular date range for the geo-locations of visitors See an identified vs anonymous donut chart View the number of visitors as a number block Expanded Tile View The expanded Device Breakdown tile view shows the device pie chart with Operating System breakdowns and three more pieces of data: Attribute Geo List You can select each device or operating system to see a list of countries your visitors originate from in a table that includes: Country Identified Visits Anonymous Visits 80

85 Web & Mobile Analytics Attribute Click a country in the table to drill down to a list of Identified Visitors for the Search term. You can then use the data by selecting Action and configuring the automation tool of your choice. Identified vs. Anonymous Visitors The Identified vs. Anonymous donut chart shows how many visitors using a specific device or operating system are known and unknown. The number block in the lower right-hand cover of the expanded tile shows the number of visitors for the selected device or operating system. Mobile Overview The Mobile Overview tile in Web & Mobile Analytics shows a quick snapshot of to- level data on visitor activity for the time span you select. This data is updated approximately every 5 minutes. Note: Visitors must have location services enabled and agree to share that information with the app to gather data to populate the countries field. Attribute Active Sessions Push-enabled Push-disabled Countries Average Time on App Number of visitors currently in the app Number of visitors who have opted-in to receive MobilePush messages Number of visitors who have opted out of MobilePush messaging Geo-location of visitors Average amount of time spent in the app by all visitors Screen Popularity The Screen Popularity tile in Web & Mobile Analytics provides a list of the top five most visited screens in your app for the date range you select. It is populated with data collected through SDK. Hover over chart segments to see detailed screen statistics. User Location The User Location tile shows the geographic location of mobile users. The user's latitude and longitude are received through SDK. If the latitude and longitude are not available, Web & Mobile Analytics performs an IP lookup which enables it to estimate the geographic location of the user. Hover over individual countries to see user numbers. Note: This information can only be gathered from users who have location services enabled on their device and are sharing their location with the app enabled. Click Top 3 Countries in the lower right-hand corner to display the top three highest volume visitors. The expanded Visitor Location Tile shows the device pie chart with operating system breakdowns and three more pieces of data: 81

86 Web & Mobile Analytics Geo Data Source Identified vs. Anonymous Average Time The donut chart shows the number of users whose location is sent by GPS data sent by the device, and the number of users whose location is sent by IP Address lookup (the device doesn't support GPS or the user has it turned off). The donut chart shows how many sessions are from users who have enabled push messaging vs. users who have not. Shows the average length of time visitors from the selected geo-location are in the app. Click an individual country, region, province, state, or city for more detailed information about visitor activity from those locations. You can continue to refine your location until you reach the lowest possible drilldown action. Visitor Path Mobile The Mobile Visitor Path tile in Web & Mobile Analytics displays the route your website mobile visitors took during sessions within a date range. From the starting page, you can view the next eight pages visited. Select the magnifying glass in the upper right-hand corner of each page block to view more details including: Thumbnail image of the selected web page Total Visits on this page as the identified interaction in the session where the Starting Page was selected Total Drop-offs Calculated Average Time on Site Visitors by Day The Visitors By Day tile in Web & Mobile Analytics shows a line graph of the total visitors per day over the selected date range. You to see fluctuations in traffic to the website. Hover over individual days to see volume statistics. The expanded Visitors by Day tile a more detailed and actionable graph plus three other data representations: Attribute Country Identified vs. Anonymous Visitors Select a Country to drill further into and obtain the list of Identified Visitors for the Day or Date. You can use the data by selecting the Action button and instructing the Marketing Cloud to use the data. The Identified vs. Anonymous donut chart shows how many visitors using a specific device or operating system is known and unknown. The number block in the lower right-hand cover of the expanded tile shows the number of visitors for the selected device or operating system. 82

87 Web & Mobile Analytics Web Analytics Overview There are several standard tiles visualizing website data gathered via Collect Tracking Code included within each Web Analytics tile. Learn details about the visual component of Web & Mobile Analytics. Attribute Tile Details Date Range What am I seeing? What can I do with this? Expand Tile Settings The Web & Mobile Analytics dashboard provides tiles of visualized data collected from your website or mobile application via Collect Tracking Code. You can set the data range for the data displayed on each tile. The system defaults to the last 4 days. Historic Web & Mobile Analytics data can be retained for up to 45 days. Click the question mark in the upper right-hand corner of each tile to view a short explanation of how the data displayed is gathered. Click the arrow in the upper right-hand corner of each tile to see how you can make the data actionable throughout the Marketing Cloud. Click the expand button in the lower right-hand cover of each tile to drill down and explore your data in more detail. You can select default settings for each tile by clicking the gear icon. Device Breakdown The Device Breakdown tile in Web & Mobile Analytics shows the device and operating system of website visitors. It displays the mobile and desktop device in a pie-chart that can be expanded out to show the detailed operating system and device data for these segments. Conversion Tracking The Conversion Tracking tile in Web & Mobile Analytics displays the number and value of conversions, for a selected date range, by visitors associated with an address in your data extension. Identified Vs. Anonymous The Identified vs. Anonymous tile in Web & Mobile Analytics displays the number and percentage of known visitors with an associated address in your data extension versus the number of visitors without an address in your data extension. In Site Search The In-Site Search tile in Web & Mobile Analytics displays an affinity graph of the Top 10 most popular search terms on your website. Hover over a term to view more detailed information. Page Popularity The Page Popularity tile in Web & Mobile Analytics displays the top five most visited pages on your website for the selected date range. Right Now The Right Now tile in Web & Mobile Analytics displays current top-level data about activity on your website. 83

88 Web & Mobile Analytics Visitors by Day The Visitors by Day tile in Web & Mobile Analytics shows a line graph of the total number of visits per day over the selected date range. It could include more than one visit by the same user. This data populates through information returned from SDK. Hover over individual days to see detailed volume statistics. Visitor Location The Visitor Location tile shows the geographic location of website visitors based on IP addresses captured by the Collect Tracking Code. Hover over individual countries to see visitor numbers. Visitor Path The Visitor Path tile in Web & Mobile Analytics displays the route visitors took during sessions within a date range. From the starting page, you can view the next eight pages visited. Device Breakdown The Device Breakdown tile in Web & Mobile Analytics shows the device and operating system of website visitors. It displays the mobile and desktop device in a pie-chart that can be expanded out to show the detailed operating system and device data for these segments. Hover over a segment to see specific statistics. Expanded Tile View The expanded Device Breakdown tile view shows the device pie chart with Operating System breakdowns and three more pieces of data: Attribute Geo List Identified vs. Anonymous Visitors You can select each device or operating system to see a list of countries your visitors originate from in a table that includes: Country Identified Visits Anonymous Visits Click a country in the table to drill down to a list of Identified Visitors for the Search term. You can then use the data by selecting Action and configuring the automation tool of your choice. The Identified vs. Anonymous donut chart shows how many visitors using a specific device or operating system are known and unknown. The number block in the lower right-hand cover of the expanded tile shows the number of visitors for the selected device or operating system. Conversion Tracking The Conversion Tracking tile in Web & Mobile Analytics displays the number and value of conversions, for a selected date range, by visitors associated with an address in your data extension. 84

89 Web & Mobile Analytics Note: To implement conversion tracking for links within your , you must either check the Conversion Tracking Link checkbox in the HTML editor or set the conversion attribute to True. Either method ensures that the conversion tracking query string parameters are automatically appended to your links and enables Collect Tracking Code to gather data. Hover over individual dates for more detail. The expanded Conversion Tracking tile provides a full-screen graph and three more data representations including: Attribute Geo List Desktop vs. Mobile Conversion Values Select a Country to drill further into and obtain the list of Identified Visitors for the Day or Date. You can use the data by selecting the Action button and instructing the Marketing Cloud to use the data. You can also see details for sessions initiated by push enabled and push disabled users. The donut chart shows a breakdown of desktop and mobile devices used by visitors who make a purchase. Shows the monetary value of purchases made by visitors who access your site on a desktop vs mobile device. Identified Vs. Anonymous The Identified vs. Anonymous tile in Web & Mobile Analytics displays the number and percentage of known visitors with an associated address in your data extension versus the number of visitors without an address in your data extension. Note: To enable the Identified vs. Anonymous Tile, the Set User Info and Attributes code must be configured in your account. The expanded Identified vs. Anonymous tile view shows a tree map illustrating the percentage of known and unknown visitor and three more pieces of data: Geo List Identified vs. Anonymous Visitors The Geo List displays a list of countries for your website visitors. You can click a country to drill down to more details about the list of identified visitors. Set User Info and Attributes in Collect Tracking Code In Site Search The In-Site Search tile in Web & Mobile Analytics displays an affinity graph of the Top 10 most popular search terms on your website. Hover over a term to view more detailed information. Note: The Track In-Site Search code must be configured in your account to use this tile. The expanded In-Site Search tile provides a full-screen graph and three more data representations including: Geo List Identified vs. Anonymous 85

90 Web & Mobile Analytics Searches The Geo List provides a list of countries or origin for searches conducted on your website. The list includes: Country Total Searches Unique Searches Identified Visits Anonymous Visits You can click a country to drill further into and obtain the list of identified visitors for the search term. Track In-Site Search Page Popularity The Page Popularity tile in Web & Mobile Analytics displays the top five most visited pages on your website for the selected date range. Hover over chart segments to see detailed page statistics. Right Now The Right Now tile in Web & Mobile Analytics displays current top-level data about activity on your website. Attribute Active Sessions Identified Users Anonymous Users Countries Average Time on Site Number of active sessions Number of identified visitors Number of visitors who do not match identified user profiles Number of countries from which visitors originated Average duration of time on site for all visitors Note: Data is updated every 5 minutes. Visitors by Day The Visitors by Day tile in Web & Mobile Analytics shows a line graph of the total number of visits per day over the selected date range. It could include more than one visit by the same user. This data populates through information returned from SDK. Hover over individual days to see detailed volume statistics. The expanded Visitors by Day tile a more detailed and actionable graph plus three other data representations: Attribute Geo List Select a Country to drill further into and obtain the list of Identified Visitors for the Day or Date. You can use the data by selecting the Action button and instructing the Marketing Cloud to use the data. 86

91 Web & Mobile Analytics Attribute You can also see details for sessions initiated by push enabled and push disabled users. Identified vs. Anonymous Visitors The Identified vs. Anonymous donut chart shows how many visitors using a specific device or operating system is known and unknown. The number block in the lower right-hand cover of the expanded tile shows the number of visitors for the selected device or operating system. Visitor Location The Visitor Location tile shows the geographic location of website visitors based on IP addresses captured by the Collect Tracking Code. Hover over individual countries to see visitor numbers. Click Top 3 Countries to view the top three countries based on the number of visitors. The expanded Visitor Location tile displays a full-screen map with the total number of visitors during the data range plus data representations for: Identified Visitors: a donut chart is displayed to show the Marketer how many visitors to the website are known and unknown. Average Length of Visit: the average time visitors spent on your website per visit. Click a region of the map to drill down for more detailed views of visitor location by country, region, state, and city. Visitor Path The Visitor Path tile in Web & Mobile Analytics displays the route visitors took during sessions within a date range. From the starting page, you can view the next eight pages visited. Select the magnifying glass in the upper right-hand corner of each page block to view more details including: Thumbnail image of the selected web page Total Visits of this page as the identified interaction in the session where the Starting Page was selected Total Drop-offs Calculated average time on Site Act on Web & Mobile Analytics Data Use Web & Mobile Analytics in Marketing Cloud to collect page-view data through Collect Tracking Code and view interactive visualizations of this data on the dashboard. Export the page-view data into data extensions in Contact Builder. 87

92 Collect Tracking Code Export Data from Web & Mobile Analytics Export data from Web & Mobile Analytics into a Marketing Cloud data extension to use in future messaging. Audience Builder Data Extensions Journey Builder Subscribers Developer Documentation: Install Packages Export Data from Web & Mobile Analytics Export data from Web & Mobile Analytics into a Marketing Cloud data extension to use in future messaging. Here are the steps. 1. To expand a tile, click. 2. To select the parameter to export, click the segment of the graph you want. 3. A list of subscribers appears. Click then click Create Data Extension. 4. To view your data extension, go to your Data Extensions and navigate to the Web Analytics folder. Data extension names follow this format: tile-type_start-date_end-date-timestamp. Example: If you export data for visitors from California between February 20-23, the resulting file name is location_us_ca_ _ _ Collect Tracking Code Collect Tracking Code is a JavaScript snippet you can use to capture data about known subscribers and unknown visitor behavior. You can use this data to enhance Contact profiles and optimize customer journeys across channels through predictive and personalized recommendations. You can also update product and content catalog details in real time or to track -driven revenue. Collect Tracking Code monitors the variables and events you select at the contact level including: Browser type User location Session time and length Page URL Page title Referrer URL Configurations vary by product and use case. 88

93 Install Collect Tracking Code Note: The Collect Tracking Code pixel identifies itself as an invisible image and does not affect the user experience of website visitors who use a screen reader. Install Collect Tracking Code Install Collect Tracking Code on your website. Stream Catalog Updates Through Collect Tracking Code Use this code to configure streaming updates for items in your catalog in real-time though Collect Tracking Code. This implementation replaces a standard file upload process. Set Contact Attribute Affinity Use Collect Tracking Code to build subscriber affinity models based on contact attributes. Set User Info and Attributes in Collect Tracking Code Configure Marketing Cloud Collect Tracking Code to create and maintain a basic user record and add optional subscriber information to a contact profile. Track Category Viewed Configure Collect Tracking Code to store category data for the product a contact views on your website. Track In-Site Search Configure Collect Tracking Code to store data about a contact s search on your website. Track Items in Shopping Cart Configure Collect Tracking Code to track items added to or removed from a contact's cart. Track Items Viewed Configure Collect Tracking Code to track items a contact views on your website. Track Items in a Wishlist Configure Collect Tracking Code to store data about items in a contact's wishlist. Track Purchase Details Configure Collect Tracking Code to store details about a contact s purchases from your website. Track User Rating Configure Collect Tracking Code to store contact ratings for items on your website. Install Collect Tracking Code Install Collect Tracking Code Install Collect Tracking Code on your website. To begin configuration of Collect Tracking Code, select Predictive or Predictive Web under Personalization Builder in the app switcher. Select Collect and complete the steps in the configuration wizard. Then follow these steps to install Collect Tracking Code on your site. Note: We recommend you consult your web developer to complete the installation and configuration of Collect Tracking Code. 1. Copy and paste your Collect Script within the <head> or <body> in your website template. This step automatically installs the code on every page of the website. Replace MID with your business unit member ID. 89

94 Install Collect Tracking Code Collect Code Script <script type="text/javascript" src=" </script> 2. Copy and paste the Set Org ID Script between the body tags of each page of your website. Replace MID with your business unit member ID. Set Org ID Script <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackpageview"]); </script> Tip: Use the Options & Configuration wizard within Personalization Builder to modify predictive recommendations features. Changes take effect immediately. Note: To enable subscribers to opt out of tracking on your website, replace the Set Org ID Script with Do Not Track Script on page 90. Do Not Track Script Use this code to suppress Collect Tracking Code on your website when a subscriber opts out of tracking. Configure Collect Tracking Code for Discover Configure Collect Tracking Code for use with Discover s Driven Revenue feature. Configure Collect Tracking Code for Personalization Builder Configure Collect Tracking Code for use with Personalization Builder. Configure Collect Tracking Code for Web & Mobile Analytics Configure Collect Tracking Code for use with Web & Mobile Analytics. Do Not Track Script Do Not Track Script Use this code to suppress Collect Tracking Code on your website when a subscriber opts out of tracking. This code suppresses all tracking activities, including: trackcart trackconversion trackevent trackpageview trackrating trackwishlist Use this code in place of the standard set org ID script: <script type= text/javascript > _etmc.push([ setorgid, ]); 90

95 Install Collect Tracking Code _etmc.push([ donottrack ]); _etmc.push([ trackpageview ]); </script> To manage privacy settings through API, visit Personalization Builder API developer documentation. Configure Collect Tracking Code for Discover Configure Collect Tracking Code for Personalization Builder Configure Collect Tracking Code for Web & Mobile Analytics Consent Management for Marketing Cloud Data Deletion for Marketing Cloud Configure Collect Tracking Code for Discover Configure Collect Tracking Code for use with Discover s Driven Revenue feature. Note: A services engagement is required to complete this configuration. Contact your account representative for more details. Include these scripts in your Collect Tracking Code configuration record: Stream Catalog Updates through Collect Tracking Code Track Purchase Details Note: Collect Tracking Code data is based on a 60-minute session. Revenue Attribution Configure Collect Tracking Code for Personalization Builder Configure Collect Tracking Code for use with Personalization Builder. 1. Go to Personalization Builder and select Predictive Web or Predictive Hover over Admin and select Implementation from the drop-down. 3. Select your catalog sync method: Streaming Updates or Batch Upload. For streaming updates, provide a domain name and select the catalog type For batch upload, provide information required for manual catalog upload and update 4. Select the attributes you want to track and copy and paste codes for all attributes to track. Set User Info and Attributes in Collect Tracking Code Stream Catalog Updates Through Collect Tracking Code 91

96 Stream Catalog Updates Through Collect Tracking Code Configure Collect Tracking Code for Web & Mobile Analytics Configure Collect Tracking Code for use with Web & Mobile Analytics. 1. Hover over Analytics Builder and select Web & Mobile Analytics. 2. Click the gear icon and select Configure Data Source. 3. Click Configure Collect. 4. Include these scripts in the Collect Tracking Code configuration: Set User Info and Attributes Track In-site search Track Item Views Track Purchase Details Track Shopping Cart Set User Info and Attributes in Collect Tracking Code Track In-Site Search Track Items Viewed Track Purchase Details Track Items in Shopping Cart Stream Catalog Updates Through Collect Tracking Code Use this code to configure streaming updates for items in your catalog in real-time though Collect Tracking Code. This implementation replaces a standard file upload process. Update a Single Item This code supports client-side implementations. <script type="text/javascript"> _etmc.push(["updateitem", { "item": "INSERT_ITEM", "unique_id": "INSERT_UNIQUE_ITEM_ID", "name": "INSERT_ITEM_NAME_OR_TITLE", "url": "INSERT_ITEM_URL", "item_type": "INSERT_ITEM_TYPE", "INSERT_ATTRIBUTE_NAME": "INSERT_ATTRIBUTE_VALUE" } ]); </script> Copy and customize the code by replacing INSERT_ values with dynamic code. 92

97 Stream Catalog Updates Through Collect Tracking Code Update Multiple Items This code supports client-side implementations. <script type="text/javascript"> _etmc.push(["updateitem", [ { "item": "INSERT_ITEM", "unique_id": "INSERT_UNIQUE_ITEM_ID", "name": "INSERT_ITEM_NAME_OR_TITLE", "url": "INSERT_ITEM_URL", "item_type": "INSERT_ITEM_TYPE", "INSERT_ATTRIBUTE_NAME": "INSERT_ATTRIBUTE_VALUE" }, { "item": "INSERT_ITEM", "unique_id": "INSERT_UNIQUE_ITEM_ID", "name": "INSERT_ITEM_NAME_OR_TITLE", "url": "INSERT_ITEM_URL", "item_type": "INSERT_ITEM_TYPE", "INSERT_ATTRIBUTE_NAME": "INSERT_ATTRIBUTE_VALUE" } ]]); </script> Update Through the API When you use a server-side implementation, you can update your catalog through an API implementation. We recommend this implementation to remove an item from the pool of recommendable items. We do not accept requests to the Server-side Streaming Updates service via the plain-text HTTP. Use the HTTPS protocol in all requests to the streaming update service. We do not accept API Keys sent as URI Query Parameters. Move the API Key into the body of the request. { } "api_key": "a cccc-1234-a a123456", "payload": { "item": "INSERT_ITEM", "unique_id": "INSERT_UNIQUE_ITEM_ID", "item_type": "INSERT_ITEM_TYPE", "name": "INSERT_ITEM_NAME_OR_TITLE", "url" : "INSERT_ITEM_URL", "INSERT_ATTRIBUTE_NAME": "INSERT_ATTRIBUTE_VALUE" } Requests to the streaming update service that doesn't adhere to these new restrictions with be rejected as unauthorized. 93

98 Set Contact Attribute Affinity Install Collect Tracking Code Personalization Builder Prerequisites Install Collect Tracking Code Set Contact Attribute Affinity Use Collect Tracking Code to build subscriber affinity models based on contact attributes. Match a contact attribute to a tagged catalog field to increase the subscriber's affinity for the value of that contact attribute. The amount of increase is less than what results from a purchase but more than the increase from a view. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["setuserinfo", {" ": "INSERT_ _OR_UNIQUE_ID", "details": { "gender: "female" } }]); _etmc.push(["trackpageview"]); </script> 1. Copy and the script and replace gender with the contact attribute you want to match. 2. Paste the modified script in the header code on the detail pages of your website. Example: Lisa s marketing director wants to increase the user affinity for catalog items where the gender field value is female for customers who identify as female. Lisa uses the Set Contact Attribute Affinity code to permanently boost any item that has the value female in the gender field. Install Collect Tracking Code User Affinity Tag Scenario Configure a tag scenario to return the most popular items with a particular catalog attribute value. Set the recommendation engine to return items with attribute values that match the top affinities of a contact. This feature can power recommendations like Brands You Love or Items in your Favorite Colors. 1. Highlight the catalog attribute to use. 94

99 Set User Info and Attributes in Collect Tracking Code 2. Select Same as User Affinity as the value. Set User Info and Attributes in Collect Tracking Code Configure Marketing Cloud Collect Tracking Code to create and maintain a basic user record and add optional subscriber information to a contact profile. Tip: Configure Collect Tracking Code to store subscriber information when a contact enters an address on the website or clicks through a marketing . In order to leverage the Personalization Builder Integrations, you must use the user's address. For privacy reasons, we recommend using a non-pii identifier or hashing the . Set User Info <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["setuserinfo", {" ": "INSERT_ _OR_UNIQUE_ID"}]); _etmc.push(["trackpageview"]); </script> Collect accepts more user details, such as age or gender, used to update their Contact profile in real time. Use the Contact Attributes script to send any additional contact details. Contact Attributes <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["setuserinfo", {" ": "INSERT_ _OR_UNIQUE_ID", "details": { "Gender": "Male", "AgeGroup": "Adult" } }]); _etmc.push(["trackpageview"]); </script> 1. Copy and customize the Set User Info script by replacing "INSERT_ _OR_UNIQUE_ID" with dynamic code to get the Subscriber ID. A Subscriber ID is typically an address or number unique to that user. 2. Paste the modified script in the header code on your pages. Install Collect Tracking Code Track Category Viewed Configure Collect Tracking Code to store category data for the product a contact views on your website. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackpageview", { "category" : "INSERT_CATEGORY" }]); </script> 1. Copy and customize the code by replacing "INSERT_CATEGORY" with dynamic code for the category of items viewed. 95

100 Track In-Site Search 2. Paste the modified script in the header code on your category pages. Install Collect Tracking Code Track In-Site Search Track Items in Shopping Cart Track Items Viewed Track Items in a Wishlist Track Purchase Details Track User Rating Validate Collect Tracking Code Implementation Track In-Site Search Configure Collect Tracking Code to store data about a contact s search on your website. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackpageview", { "search" : "INSERT_SEARCH_TERM" }]); </script> 1. Copy the code and replace INSERT_SEARCH_TEARM with dynamic code that pulls in the search term. 2. Paste the modified script in the header code on your detail pages. Install Collect Tracking Code Track Category Viewed Track In-Site Search Track Items in Shopping Cart Track Items Viewed Track Items in a Wishlist Track Purchase Details Track User Rating Track Items in Shopping Cart Configure Collect Tracking Code to track items added to or removed from a contact's cart. This code overwrites items in the contact s cart with the newest information, including the quantity and unit price for each item. 1. Copy and customize the Track Cart script. 96

101 Track Items Viewed 2. Paste the modified script in the header code on your detail pages. Install Collect Tracking Code Track Category Viewed Track In-Site Search Track Items Viewed Track Items in a Wishlist Track Purchase Details Track User Rating Track Cart <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackcart", { "cart": [ {"item" : "INSERT_ITEM", "quantity": "INSERT_QUANTITY", "price" : "INSERT_PRICE", "unique_id" : "INSERT_UNIQUE_ID" }, {"item" : "INSERT_ITEM", "quantity": "INSERT_QUANTITY", "price" : "INSERT_PRICE", "unique_id" : "INSERT_UNIQUE_ID" } ]}]); </script> Clear Cart Use this code to clear all items from a contact s cart when the contact manually removes all items from the cart. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackcart", { "clear_cart": true } ]); </script> Note: The trackconversion method clears the contact cart automatically. Track Items Viewed Configure Collect Tracking Code to track items a contact views on your website. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackpageview", { "item" : "INSERT_ITEM" }]); </script> Note: Match the value sent for "INSERT_ITEM" to the Product Code catalog field if you include a catalog file with your Personalization Builder implementation. 1. Copy and customize the script by replacing "INSERT_ITEM" with dynamic code for the unique identifier of each item. 97

102 Track Items in a Wishlist 2. Paste the modified script in the header code on your detail pages. Install Collect Tracking Code Track Category Viewed Track In-Site Search Track Items in Shopping Cart Track Items in a Wishlist Track Purchase Details Track User Rating Track Items in a Wishlist Configure Collect Tracking Code to store data about items in a contact's wishlist. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackwishlist", { "items" : ["INSERT_ITEM_1","INSERT_ITEM_2"], "unique_ids" : ["INSERT_SKU_1","INSERT_SKU_2"] }]); </script> Note: Match the value sent for "INSERT_ITEM" to the Product Code catalog field if you include a catalog file with your Personalization Builder implementation. 1. Copy and customize the script by replacing "INSERT_ITEM" with dynamic code for the unique identifier of each item in the subscriber's wishlist. Optionally, replace "INSERT_SKU" with the unique child identifier for each item. 2. Paste the modified script in the header code of your detail pages. Install Collect Tracking Code Track Category Viewed Track In-Site Search Track Items in Shopping Cart Track Items Viewed Track Purchase Details Track User Rating Track Purchase Details Configure Collect Tracking Code to store details about a contact s purchases from your website. 98

103 Track Purchase Details There are 2 methods for tracking purchase details available in the Marketing Cloud. Track Conversion through Collect Tracking Code is most often used. Alternatively, use an AJAX Reconnector Call to track the same information. Install Collect Tracking Code Track Category Viewed Track In-Site Search Track Items in Shopping Cart Track Items Viewed Track Items in a Wishlist Track User Rating Track Conversion <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); _etmc.push(["trackconversion", { "cart": [ {"item" : "INSERT_ITEM", "quantity": "INSERT_QUANTITY", "price" : "INSERT_PRICE", "unique_id" : "INSERT_UNIQUE_ID" }, {"item" : "INSERT_ITEM", "quantity": "INSERT_QUANTITY", "price" : "INSERT_PRICE", "unique_id" : "INSERT_UNIQUE_ID" }], // OPTIONAL PARAMETERS "order_number" : "INSERT_ORDER_NUMBER", "discount" : "INSERT_DISCOUNT", "shipping" : "INSERT_SHIPPING", "details" : { "AttributeName" : "Value" } // END OPTIONAL PARAMETERS }]); </script> 1. Copy and customize the Track Conversion script to include the attributes to track. 2. Paste the modified script in the header code on your detail pages. This method requires the same structure as the Track Cart script. 3. Optionally, add order level information including: Order number Shipping charges Discounts applied Custom details Example: Example If Lisa sets conversion tracking as follows: _etmc.push(["trackconversion", { "cart": [ {"item" : "123", "quantity": "2", "price" : "10.00", "unique_id" : "123" }, {"item" : "234", "quantity": "1", "price" : "5.00", "unique_id" : "234" } ], // OPTIONAL PARAMETERS 99

104 Track User Rating "order_number" : "123456", "discount" : "2.00", "shipping" : "5.00" // END OPTIONAL PARAMETERS }]); The resulting values stored in the data extension are: sku price quantity order_number The formula used to calculate price is: price + ((shipping - discount) * $ percentage of order/quantity) For sku 123, which accounts for 80% of the $25 order, this would look like this: 10 + ((5-2) *.8/2) = 10 + (3 *.4) = AJAX Redirector Call Use an AJAX call to track order detail information not available on your confirmation screen. Example: <html><a href=" onclick="igoclicktracker(' 75 Pack</a> <script type="text/javascript"> function igoclicktracker(click_url) { var xmlhttp; if (window.xmlhttprequest) { // code for IE7+, Firefox, Chrome, Opera, Safari xmlhttp = new XMLHttpRequest(); } else { // code for IE6, IE5 xmlhttp = new ActiveXObject("Microsoft.XMLHTTP"); } xmlhttp.open("post", click_url, true); xmlhttp.send(); } </script> </html> Track User Rating Configure Collect Tracking Code to store contact ratings for items on your website. <script type="text/javascript"> _etmc.push(["setorgid", "MID"]); 100

105 Validate Collect Tracking Code Implementation _etmc.push(["trackrating", { "rating" : 5, "item" : "INSERT_ITEM", "unique_id" : "INSERT_UNIQUE_ID" }]); </script> Note: Match the value sent for "INSERT_ITEM" to the Product Code catalog field if you include a catalog file with your Personalization Builder implementation. 1. Copy and customize the script by replacing "INSERT_ITEM" with dynamic code for the unique identifier of the item rated. Optionally, replace "INSERT_UNIQUE_ID" with the dynamic code to pull in the unique child identifier for the item rated. 2. Paste the modified script in the header code on your detail pages. Install Collect Tracking Code Track Category Viewed Track In-Site Search Track Items in Shopping Cart Track Items Viewed Track Items in a Wishlist Track Purchase Details Validate Collect Tracking Code Implementation View the Installation Status console to confirm that your Collect Tracking Code implementation is successful. To access the Installation Status console, click the Status tab inside Personalization Builder. Current statistics from this tracking system are used to optimize performance on the site. Tip: Go to your site in the same browser to view a product, add it to a cart, and make a purchase before you attempt to validate the code. If your site has an intake field, enter an address. Salesforce DMP and Data Studio View Salesforce DMP and Data Studio documentation. DMP Salesforce allows you to capture, unify, and activate your data to strengthen consumer relationships across every touchpoint with a powerful data management platform (DMP). Data Studio Data Studio, or data sharing, is Salesforce's #1 solution for audience discovery, data acquisition, and data provisioning featuring the world's largest premium data ecosystem. DMP Salesforce allows you to capture, unify, and activate your data to strengthen consumer relationships across every touchpoint with a powerful data management platform (DMP). 101

106 Data Studio Salesforce DMP lets you: Create complete data profiles - Combine all your data from any source to deliver more relevant marketing experience. Discover new insights - Respond to new data signals and sources to identify new audiences. Access premium data sources - Use the most trusted second- and third-party data sources to build and scale your audiences. Visit DMP Resources for more information. Data Studio Data Studio, or data sharing, is Salesforce's #1 solution for audience discovery, data acquisition, and data provisioning featuring the world's largest premium data ecosystem. Data Studio lets you: Create richer audiences for Marketers - Discover high-quality audiences at scale. Increase revenue for data owners - Monetize your data with full transparency and control. Take control of your data - Protect your data and provision it at scale to trusted partners with data governance. Visit Data Studio FAQ for more information. Note: Data Studio help articles are only available with a DMP login. Google Analytics 360 Integration for Marketing Cloud Use Google s native authentication to securely link your Marketing Cloud and Google Analytics 360 accounts. This integration enables you to track and analyze journey activity through your Google Analytics account without assistance from technical support or services. Important: Journey Builder and the Google Analytics 360 Integration must be enabled on your account to use this feature. Contact your account representative for more information. Customize the journey parameters to append to URLs in s you create in Marketing Cloud. This integration provides flexibility that enables you to adhere to your organization s marketing measurement strategy. You determine the URL tags and how data is collected and presented in the customizable Google Analytics reporting dashboard. Note: The integration connects at the business unit level and you can revoke the integration from the Google Analytics 360 account. Before you configure Google Analytics Integration for Marketing Cloud: Confirm that you have administrator permissions for both Marketing Cloud and the Google Analytics 360 account and property. To configure access to this integration to other users, see details on how to Configure Google Analytics 360 Integration Permission. on page 107 Create a Google Analytics 360 tracking code and add the code to the pages to track on your website. To receive conversion data, enable ecommerce in your Google Analytics 360 account. Tip: To learn more about Google Analytics 360 and create an account, visit Google Analytics. Configure the Google Analytics 360 Integration for Marketing Cloud Follow these steps to set up the integration between Marketing Cloud and your Google Analytics 360 account. 102

107 Configure the Google Analytics 360 Integration for Marketing Cloud Google Analytics 360 Integration Dashboard Learn about the metrics and dashboard tiles available with the Google Analytics 360 integration. The dashboard enables you to view journey performance against the goals you set and and site metrics all in one place. Customize the view to display the metrics that matter most to you. Google Analytics 360 Integration FAQs Review answers to frequently asked questions about the Google Analytics 360 Integration with Marketing Cloud. Journey Analytics Dashboard Configure the Google Analytics 360 Integration for Marketing Cloud Follow these steps to set up the integration between Marketing Cloud and your Google Analytics 360 account. Important: Journey Builder and the Google Analytics 360 Integration must be enabled on your account to use this feature. Contact your account representative for more information. Tip: For information about Marketing Cloud tools available to manage data protection and privacy, see the related links section of this page. For details about Google s data protection and privacy tools, refer to Google s General Data Protection Regulation. To begin set-up of the integration, click Complete to confirm that these prerequisites are completed. 1. Link Google Analytics 360 and Marketing Cloud Accounts Follow these steps to configure the Google Analytics 360 integration with Marketing Cloud. 2. Select Google Analytics Accounts, Properties, and Views Follow these steps to select the accounts, properties, and views to track using the Google Analytics 360 integration with Marketing Cloud. 3. Configure Google Analytics 360 Tracking Parameters Follow these steps to configure the UTM parameters to append to links in your content. The system applies these parameters across all links sent in a journey. For example, if you send five s from a journey, each link includes the same UTM parameters. 4. Configure Google Analytics 360 Integration User Permission Configure permission to access Google Analytics 360 integration features to users you select. This task requires administrator role permissions. Consent Management for Marketing Cloud Data Deletion for Marketing Cloud Data Access and Export for Marketing Cloud Restrict Data Processing for Marketing Cloud Link Google Analytics 360 and Marketing Cloud Accounts Follow these steps to configure the Google Analytics 360 integration with Marketing Cloud. Important: Journey Builder and the Google Analytics 360 Integration must be enabled on your account to use this feature. Contact your Marketing Cloud account representative for more information. 103

108 Configure the Google Analytics 360 Integration for Marketing Cloud Google s native authentication process creates a secure connection between your Marketing Cloud and Google Analytics 360 accounts, and sets view permissions for your reports. 1. In the Administration tab, navigate to Account and select Google Analytics Integration. 2. Expand the Data Access Setting section. 3. Click Link Account. 4. Select or enter the name of the Google Analytics 360 account and click Next. 5. Enter your password and click Next. A pop-up window displays confirming the information Marketing Cloud accesses. 6. To accept, click Allow. Tip: To disconnect the account, click Unlink Account. To change properties and views, click Edit Access. Select Google Analytics Accounts, Properties, and Views Follow these steps to select the accounts, properties, and views to track using the Google Analytics 360 integration with Marketing Cloud. Connect Google Analytics 360 and Marketing Cloud Accounts on page 103 Tip: To review how Google defines accounts, properties, and views, visit Hierarchy of organizations, accounts, users, properties, and views. 1. In the Administration tab, navigate to Account and select Google Analytics Integration. 104

109 Configure the Google Analytics 360 Integration for Marketing Cloud 2. Expand the Data Access Setting section. 3. Click Select Views. 4. Locate the properties and views from the dropdown menu and click the corresponding plus signs. 5. Click Save. If the selection is successful, the plus signs change to checkmarks. 6. Click Update. Configure Google Analytics 360 Tracking Parameters Follow these steps to configure the UTM parameters to append to links in your content. The system applies these parameters across all links sent in a journey. For example, if you send five s from a journey, each link includes the same UTM parameters. Link Google Analytics 360 and Marketing Cloud Accounts on page 103 UTM parameters are not appended in these instances. The domain whitelist on the Journey Builder Settings page contains one or more domains or subdomains and the domain or subdomain in an link is not on the whitelist. Track Clicks is disabled for the address by the customer. Tip: The tracking code appears in the textbox as you complete these steps. 1. Expand the Tracking Settings section. 105

110 Configure the Google Analytics 360 Integration for Marketing Cloud 2. Click Edit Parameters. 3. Enter the campaign source. 4. Click Edit value for each channel and enter the campaign medium to track. 5. Click Save. 6. Enter the value in the pop-up window and click Update. 7. Select the campaign option. Your options are: Set per message Message name 8. Select the message to track. 9. Click Save. UTM Parameters Review the UTM parameters tracked in the Google Analytics 360 integration with Marketing Cloud. UTM Parameters Review the UTM parameters tracked in the Google Analytics 360 integration with Marketing Cloud. UTM parameters appended to a URL identify the marketing campaign that refers traffic to your website. The Google Analytics 360 integration tracks these parameters: Campaign Source (utm_source) Use this configurable parameter to track the source of web activity. 106

111 Google Analytics 360 Integration Dashboard Campaign Medium (utm_medium) Campaign Name (utm_campaign) Campaign Term (utm_term) Campaign Content (utm_content) Campaign ID (utm_id) This configurable parameter tracks which channels, such as or SMS, drive the web activity. Use this configurable parameter to identify a specific product promotion or strategic campaign. There are 2 options: Set per Message: You can enter a custom campaign name for each activity in the Journey Builder Send Flow. Message Name: Campaign Name inherits the name of the sent. This required, non-configurable parameter analyzes individual links within messages. This parameter is populated with link alias text associated with the content asset. This required, non-configurable parameter tracks the effectiveness of a Marketing Cloud content asset. This parameter is populated with the content asset ID associated with the content asset. This required, non-configurable parameter links activity within a Marketing Cloud journey. Marketing Cloud generates this parameter to link activity in Journey Builder and is populated with the journey ID. For a full description of UTM parameters tracked, visit Google Custom Campaign Parameters. Configure Google Analytics 360 Integration User Permission Configure permission to access Google Analytics 360 integration features to users you select. This task requires administrator role permissions. Configure Google Analytics 360 Tracking Parameters on page 105 Note: If you are logged into Marketing Cloud, logout before you begin this task. 1. Complete the steps to Assign a Role and Permissions to a Marketing Cloud User from the Users Screen. 2. Go to the Analytics tab in account administration and drill down to Google Analytics. 3. To allow view only permissions to desired accounts, select the view only checkboxes for the user s properties and views. 4. Click Save. Tip: Select the checkboxes to allow edit permissions for administration, tracking, and audiences to the account administrators. Google Analytics 360 Integration Dashboard Learn about the metrics and dashboard tiles available with the Google Analytics 360 integration. The dashboard enables you to view journey performance against the goals you set and and site metrics all in one place. Customize the view to display the metrics that matter most to you. To learn how to enable Google Analytics 360 tracking for a journey, visit Enable Google Analytics

112 Google Analytics 360 Integration Dashboard Google Analytics Goal Tile View Google Analytics goals metrics aggregated at the journey level in the Journey Builder Analytics dashboard. Google Analytics Performance Tile View Google Analytics performance metrics, aggregated at the journey level, in the Journey Builder Analytics dashboard. Google Analytics Ecommerce Tile View Google Analytics ecommerce metrics, aggregated at the journey level, in the Journey Builder Analytics dashboard. Google Analytics Usage Tile View Google Analytics usage metrics, aggregated at the journey level, in the Journey Builder Analytics dashboard. Google Analytics Content Tile View Google Analytics content metrics for the content you include in s sent from a journey. Use this data to gain insight into how effectively your content influences customers activity on your site. Journey Analytics Dashboard Google Analytics Goal Tile View Google Analytics goals metrics aggregated at the journey level in the Journey Builder Analytics dashboard. This tile displays completed activity for the referral traffic on your website generated by Marketing Cloud activities and journeys. Gain insight into how Marketing Cloud referrals contribute to the overall success of your marketing strategy. Examples of goals include making a purchase on an ecommerce site or submitting a contact information form to a marketing or lead generation site. For more information, visit About goals. Google Analytics Performance Tile View Google Analytics performance metrics, aggregated at the journey level, in the Journey Builder Analytics dashboard. Gain insight that helps you connect the customer experience across and web. For example, see how subscribers in a journey are progressing from to web using delivery rate, unique open rate, and unique clicks. See how interactions drive online behavior of subscribers through live metrics such as page views, bounce rate, goal completion, conversion rate, and average order value. 108

113 Google Analytics 360 Integration Dashboard Delivery Rate Sends Deliveries Open Rate Opens Unique Opens Click Rate Clicks Unique Clicks Unsubscribe Rate Unsubscribes Unique Unsubscribes Table 6: Performance Tile Definitions Number of sends minus number of bounces divided by the total number of sends Number of times an was sent Number of sends minus number of bounces Number of unique opens divided by the number of deliveries Number of times subscribers render the images of an in their client to preview s without downloading images or clicking a link Number of times distinct users open an and information related to the first open for that user Number of unique clicks divided by the number of s deliveries Number of times an link was clicked Number of times distinct users click a link and information related to the first open for that user Number of unique unsubscribes divided by the number of sends An unsubscribe is a status signifying a subscriber has either unsubscribed from your communication or you have unsubscribed them Number of unique unsubscribes, measured by the first time a distinct user unsubscribes, even if they unsubscribe multiple times Google Analytics Ecommerce Tile View Google Analytics ecommerce metrics, aggregated at the journey level, in the Journey Builder Analytics dashboard. Analyze the impact of Marketing Cloud and journey activities on customer conversion rates. Metrics include revenue, transactions, average order value, and ecommerce conversion rate. For more information, visit About Ecommerce. 109

114 Google Analytics 360 Integration Dashboard Google Analytics Usage Tile View Google Analytics usage metrics, aggregated at the journey level, in the Journey Builder Analytics dashboard. View onsite behavior of subscribers who visit your site through a link in a Marketing Cloud . See how many subscribers stayed and browsed your site, the number of pages they viewed, and how many subscribers abandoned browse immediately. Gain insights that help you evaluate the impact of your strategy. Google Analytics Content Tile View Google Analytics content metrics for the content you include in s sent from a journey. Use this data to gain insight into how effectively your content influences customers activity on your site. Note: The Content Builder AssetID for a content block populates the utm_content parameter. The link alias associated with the content block is appended to the utm_term parameter. Content metrics are aggregated across all journey versions. To view metrics, go to the Journey Analytics Dashboard, click the Content tab, and view the All Content tile. The tile has a table-based style view and is presented at the content block level. There are 14 key metrics, important to content marketers available for configuration in the tile. Add, remove, and reorder up to 12 columns in the table, which provides flexibility to customize the view. 110