How to Analyze Campaign Performance

Once a campaign has been sent, Recrevio provides detailed insights into how that specific campaign performed — from engagement to revenue.

This article focuses exclusively on campaign analytics, meaning one-time sends such as email campaigns, SMS campaigns, WhatsApp campaigns, and voice campaigns.

You’ll learn:

  • How to access campaign analytics
  • What each analytics view shows
  • How to interpret engagement and sales data
  • How sales tracking affects what metrics are available

⚠️ Important: Sales tracking must be enabled

To see sales-related data (such as purchased, revenue, orders, subscriptions, and upsells), sales tracking must have been enabled when the campaign or automation message was created.

Sales data will only appear if:

  • “Track sales from this campaign/message” was enabled
  • The message contained at least one clickable link leading to checkout or a tracked sales flow

If sales tracking was not enabled, you will still see engagement data (opens, clicks, unsubscribes), but no sales or revenue data.

👉 To learn how to enable sales tracking in campaigns and automations, see: How to Enable Sales Tracking in Campaigns & Automations

💡 Note

Voice campaigns never include sales tracking, since voice messages do not contain clickable links.

How to access campaign analytics

To analyze a sent campaign, go to Marketing > Campaigns

  1. Click on a sent campaign
  2. Use the tabs at the top to explore different views:
    • Overview
    • Sales (for campaigns/automations where sales tracking has been enabled only)
    • Details
    • Preview
    • Unsubscribed

The same principles apply when analyzing automation messages that have been sent.

Overview tab

The Overview tab gives you a high-level summary of how the campaign performed.

Key metrics

  • Audience

    Total number of recipients

  • Opened

    Percentage and number of recipients who opened the message (Email only)

  • Clicked

    Percentage and number of recipients who clicked at least one link

  • Purchased

    Revenue and number of orders generated by this campaign

⚠️ Purchased is only shown if sales tracking was enabled

Message flow visualization

The flow bar shows how recipients move through each step:

  • Sent
  • Opened
  • Clicked
  • Purchased (if sales tracking is enabled only)

This helps you quickly spot where drop-off happens.

A list of all links included in the message, showing:

  • Each URL
  • Number of clicks per link

This makes it easy to identify which CTA or link performed best.

Sales tab

The Sales tab is only available when sales tracking was enabled. It provides a deep breakdown of revenue and conversion data.

👉 To learn how to enable sales tracking in campaigns and automations, see: How to Enable Sales Tracking in Campaigns & Automations

Sales Overview

Here you’ll see:

  • Sales – total revenue generated
  • Orders – number of purchases
  • Average Order Value (AOV)
  • Abandoned carts (if applicable)

Subscriptions

If your campaign drives subscriptions, this view shows:

  • New subscriptions
  • Cancellations (churn)
  • New MRR
  • Revenue from recurring products

You’ll also see:

  • Total MRR
  • ARPU (Average Revenue Per User)
  • Total active and completed subscriptions

Upsells & Downsells

If your funnel includes:

  • Upsells
  • Downsells
  • Order bumps

This view shows:

  • Revenue, Number of orders, and Conversion rates for each offer type:
    • Upsells
    • Downsells
    • Order Bumps

This is especially useful for optimizing checkout flows and increasing Average Order Value (AOV).

You’ll also see:

  • Top sources

    List of your top performing sources generating sales

Top Performers

This section helps you understand what and who is driving results.

You can switch between:

  • Top Products – best-selling items
  • Top Users – customers who generated the most revenue
  • Top Sources – where sales originated (based on UTM source)

Details tab

The Details tab shows recipient-level engagement.

For each recipient, you’ll see:

  • Name
  • Email (or phone number)
  • Whether the message was opened (email only)
  • Whether a link was clicked

This is useful for:

  • Manual follow-ups
  • Sales conversations
  • Understanding individual engagement

Preview tab

The Preview tab shows the exact content that was sent:

  • Subject line (Email)
  • Message content
  • Buttons and links
  • Formatting

This helps you review copy and design after sending.

Unsubscribed tab

This tab lists all recipients who unsubscribed as a result of the campaign.

You’ll see:

  • Name
  • Email
  • Engagement status (Opened and Clicked)

Use this to:

  • Monitor list health
  • Identify messaging patterns that cause churn

Differences Between Campaign and Automation Performance Analytics

Although campaign and automation analytics share many core metrics, they are designed for different use cases and should be interpreted differently.

Campaign analytics focus on a single send:

  • One message sent at one point in time
  • Clear start and end
  • Performance is evaluated per campaign
  • Best for launches, broadcasts, promotions, and announcements

In campaigns, analytics help you answer questions like:

  • How many people opened and clicked this message?
  • Did this campaign generate sales?
  • Which links or CTAs performed best?

Automation analytics, on the other hand, focus on a multi-step flow that runs continuously:

  • Multiple messages sent over time
  • Users can enter at different moments
  • Performance is evaluated both at flow level and step level
  • Best for onboarding, follow-ups, nurture sequences, and retention

In automations, analytics help you understand:

  • How users move through the flow
  • Where users drop off or complete goals
  • Which exact message step drives engagement or revenue
  • How the automation performs over time, not just once

Key structural differences:

  • Campaigns have Overview, Sales, Details, Preview, and Unsubscribed tabs
  • Automations have Overview, Sales, and Contacts tabs
  • Sales tracking in campaigns is enabled once per campaign
  • Sales tracking in automations is enabled per message step
  • Voice messages show engagement data only (no sales tracking) in both cases

For more details on how to analyze automation performance, please refer to: How to Analyze Automation Performance

Key Takeaways

  • Campaign analytics focus on a single send
  • Engagement metrics (opens, clicks, unsubscribes) are always available
  • Sales data requires sales tracking to be enabled before sending
  • Sales tracking works via UTM parameters and clickable links
  • Voice campaigns show engagement only (no sales tracking)

Use campaign analytics to:

  • Evaluate launches and promotions
  • Compare message performance
  • Identify top-performing links and CTAs
  • Measure revenue from individual campaigns

Summary

Campaign analytics in Recrevio help you understand exactly how each campaign performs, from delivery and engagement to conversions and revenue.

By using the Overview, Sales, Details, Preview, and Unsubscribed views, you can:

  • Measure audience response
  • Track revenue and orders (when enabled)
  • Optimize messaging and offers
  • Improve future campaign performance
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