Understanding the New Campaign Reports in Remarkety

We’ve upgraded the Remarkety reporting experience to make it clearer, more powerful, and easier to use.
The new Reports area introduces a modern design and, more importantly, a smarter way to understand how your email and SMS campaigns perform over time.

The biggest improvement is that you now have two complementary views of your marketing data:

• Campaign Overview
• Campaign Activity

Each view answers a different question and together they give you a complete picture of your marketing performance.

What’s new in the Reports experience?

You will notice several improvements:

• A cleaner, more modern design
• Clear separation between performance and activity data
• Better filtering and consistency
• Improved accuracy when analyzing revenue, opens, clicks, and conversions
• Most importantly, you now choose how to look at your data depending on what you want to analyze.

Campaign Overview

Campaign Overview is the performance view. This report shows you how campaigns performed based on when they were sent.
When you filter by a date range, for example “Last Month”, the system will:

1. Include only campaigns that were sent during that time
2. Count only the emails or SMS messages sent during that period
3. Calculate opens, clicks, revenue, and conversions only for those sends

This is the correct view when you want to answer questions like:

• How did last month’s campaigns perform?
• How much revenue did we generate from emails sent in Q1?
• What was the open rate for campaigns we sent this week?

Key metrics shown in Campaign Overview

• Sent
• Delivered
• Bounced
• Opened
• Clicked (click to deliver)
• Click-to-open rate
• Generated revenue (conversions)
• Purchases (Conversion rate)
• Revenue per message
• Unsubscribes and spam reports

Because all the data is tied to messages sent in the selected date range, percentage metrics like open rate and click rate are accurate and meaningful here.

Campaign Activity

Campaign Activity is the engagement and behavior view. This report shows you everything that happened during the selected time period, regardless of when the messages were originally sent.
When you filter by a date range, for example, “Last Month”, the system will show:

• All opens that happened during that period
• All clicks that happened during that period
• All purchases that were attributed to campaigns during that period
• All unsubscribes and spam reports during that period

This includes activity from emails or SMS that were sent earlier.

For example:
If a customer opens an email today that was sent two weeks ago, that open will appear in Campaign Activity for today, even though the message was sent in a previous time period.

This is the correct view when you want to answer questions like:

• How much revenue did email and SMS generate this month?

• How many clicks did our automations produce this week?

• What customer activity happened during Black Friday or a promotion period?

Why you do not see open rate and click rate in Campaign Activity

In Campaign Activity, metrics are shown as absolute numbers, not percentages. 
This is intentional.
Because the activity may come from messages that were sent earlier, there is no correct “sent” denominator to calculate rates.

For example:
If you see 5,000 opens in a date range, those opens may come from messages sent today, last week, or last month. Since they do not all belong to the same send batch, calculating an open rate would be misleading.

So in Campaign Activity, you will see all in absolute number (no rates):

• Sent
• Delivered
• Bounced
• Opened
• Clicked
• Revenue
• Purchases
• Unsubscribes
• Spam reports

But not:

• Open rate
• Click rate
• Conversion rate

Those belong in Campaign Overview, where all metrics are tied to messages sent in the same period.

How to use both views together

Think of the two views like this:

They are not duplicates. They answer different business questions.

Summary

The new Remarkety Reports give you more clarity and control by separating performance from activity.

• Campaign Overview shows how campaigns performed based on when messages were sent.

• Campaign Activity shows what customers did during a selected time period, regardless of when the messages were sent.

Because both views use the same underlying send data, you should expect to see the same number of Sent messages in both reports when using the same filters.
However, you will often see different numbers for Opens, Clicks, Purchases, and Revenue, because those actions may happen days or weeks after a message was originally sent.

This is expected and correct:

• Campaign Overview ties engagement and revenue back to the send date.

• Campaign Activity shows when the engagement actually happened.

Using both views together gives you the most accurate and complete understanding of how your email and SMS marketing drives customer behavior and revenue over time.