Campaign metrics

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Introduction

Effective marketing relies on precise measurement and tracking. In Odoo 18’s Marketing Automation app, campaign metrics provide in-depth insights into how well each component of your campaign is performing. These analytics not only help you evaluate the overall success of a campaign but also allow you to fine-tune individual activities for better engagement and ROI.

Step-by-Step Instructions

 

1. Overview of Campaign Metrics

Campaign metrics are detailed statistics captured for each campaign, offering real-time feedback on activities such as email sends, SMS responses, and internal actions. These metrics are accessible directly within the campaign detail form and are dynamically updated based on triggered activities.

 

2. Activity Analytics in Campaign Workflow

Within the Workflow section of a campaign, each activity is represented by a visual block. These blocks are not just static  they provide real-time analytics and vital configuration information.

Key Metrics Displayed in Activity Blocks:

  • Sent: Number of messages successfully sent.
  • Clicked: Percentage of recipients who clicked on links.
  • Replied: Percentage of recipients who responded.
  • Bounced: Percentage of messages that were undelivered.

Trigger Time Display:

  • If based on elapsed time (e.g., 2 Days after start), the time appears on the left of the activity block.
  • If dependent on another activity (e.g., “Replied after 2 Hours”), the trigger time and the related activity condition is displayed accordingly.

Activity Type Icons:

  • Email
  • Internal Action
  • SMS

Beneath each title, the activity type name is also mentioned for clarity.

 

Action Buttons:

  • Edit: Opens the activity in a pop-up for modification.
  • Delete: Removes the activity from the campaign workflow.

 

3. Visual Analytics with Activity Graph Tab

Each activity block includes a Graph tab , enabled by default. This line graph displays:

  • Green Line: Successful actions (e.g., sent, clicked).
  • Red Line: Rejected or failed actions (e.g., bounced).

You can hover over the graph to view detailed statistics for a specific date.

Below the graph, a data summary line provides quick figures for:

  • Sent
  • Clicked
  • Replied
  • Bounced

Clicking on any of these stats opens a page listing specific records for that metric, offering in-depth visibility into user engagement.

 

4. Activity Filter Tab

Next to the Graph tab, the Filter tab reveals the rules applied to the activity and the number of records matching those filters.

Clicking on the records link opens a window listing all contacts or leads matching that filter, allowing for deep audience insights and segmentation validation.

 

5. Link Tracker Reporting

All links in campaign content are tracked using the Link Tracker.

 

To access it:
 Marketing Automation App → Reporting → Link Tracker

Features:

  • Default Bar Chart View
  • Switch to Line Chart or Pie Chart
  • View data as Stacked, Ascending, or Descending
  • Choose Measures: Number of Clicks or Total Count
  • Insert into Spreadsheet for export
  • Alternate views: Pivot Table, List View, or Graph

These tools help you analyze which links are performing best across your campaigns.

 

6. Traces: Activity Execution History

The Traces page provides a comprehensive overview of all campaign actions — processed, scheduled, or rejected.

To access it:
 Marketing Automation App → Reporting → Traces

 

Features:

  • Default Bar Chart View
  • View options: Line Chart, Pie Chart
  • Color-coded indicators for Processed, Scheduled, Rejected
  • View by Document ID or Count
  • Exportable to Spreadsheet
  • View styles: Graph, Pivot Table, List

This section is vital for troubleshooting and optimization by understanding how each step in the workflow is executed over time.

 

  1. Participants: Campaign Reach Analytics

The Participants page tracks every contact involved in your campaign and their interaction status.

To access it:
 Marketing Automation App → Reporting → Participants

Features:

  • Default Pie Chart View
  • View options: Line Chart, Bar Chart
  • Color key showing participant types or statuses
  • Measures: Record ID, Total Count
  • Spreadsheet export available
  • View styles: Graph, Pivot Table, List

This section helps evaluate campaign reach and segmentation effectiveness.

Conclusion

 

Odoo 18’s Marketing Automation module provides robust, real-time campaign metrics that go far beyond basic email open rates. With interactive graphs, detailed filters, traceable link performance, and participant engagement analytics, marketers can make data-driven decisions at every stage of a campaign.

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