Insights and Analytics14% of the exam
Campaign analysis: KPIs, baselines, ROI and tracking
The analysis loop for an email campaign: define KPIs before the send, track with job-level tracking, reports, extracts and journey analytics, judge results against a baseline and benchmarks, calculate ROI, then act on what the numbers show with dashboard breakdowns and new journey versions.
Given an email campaign, describe the steps involved to analyze the performance results.
~6 min read · 9 practice questions ·
What the exam expects
- Define campaign KPIs before the send, tailored to the campaign, organization or industry.
- Pick the tracking tool for the question: job-level tracking, the reports catalog, tracking extracts, the Journeys dashboard, Journey Health or Journey History.
- Judge results against a baseline and industry benchmarks, and calculate ROI.
- Use Intelligence Reports breakdowns to find patterns by email domain or weekday, and act on rising unsubscribes or hard bounces.
- Respond to a weak journey step with a new journey version, and read a data-view query that finds non-openers.
- Key terms: KPI (a goal or metric tailored to the campaign); baseline (a point of reference for judging success); benchmark (an external industry standard); ROI (how much a campaign earns compared with what it costs); Journey History (one contact's journey activity, by contact key).
Key facts
KPIs
- Detail
- Tailored to the campaign, organization or industry
Right after a send
- Detail
- Job ID tracking in Email Studio, real time
ROI formula
- Detail
- (Sales value minus cost) ÷ cost x 100
Baseline
- Detail
- Consistent tracking over time gives the reference point
Journey History default
- Detail
- Last 30 days; drafts and deleted journeys excluded
Goal evaluation
- Detail
- Each time a wait expires; daily at midnight CST if exit criteria set
Journey Builder reports
- Detail
- Email Send Summary, Email Sends by Day; email or FTP delivery
Engagement breakdowns
- Detail
- By Email Domain, By Day of the Week, By Audience
No-opens sample query
- Detail
- Jobs under 500,000 subscribers; larger jobs use intermediate tables
Sources for this section (4)
- When is goal attainment re-evaluated for a journey whose goal has exit criteria?
- Why can the Salesforce no-opens sample query not be used unchanged on a 600,000-subscriber job?
- Which journeys does Journey History leave out?
- What does the Journeys dashboard show for each journey?
The questions are free to read. Answers with their sources and self-grading are included with the pack.
Keep reading with the Marketing Cloud Engagement Specialist pack
- Core concepts
- Exam traps
- Worked scenario
The pack includes:
- All 31 lessons of the Marketing Cloud Engagement Specialist guide, with reading progress
- Interactive decision walks and step-by-step sequence steppers
- Practice exams purchase adds inline bank questions and topic practice (9 questions for this lesson)
- An official source cited for every claim
- An AI tutor that answers from the guide
- Choose guide-only, practice-only, or save $4 with both