This guide explains how to track the performance of your email and SMS marketing campaigns. We'll cover everything from basic engagement metrics like open and click rates to our powerful revenue tracking tool that calculates your return on investment (ROI) for SMS campaigns.
Viewing Your Campaign Statistics (For Email & SMS)
The quickest way to see how a campaign is performing is directly from your Dashboard.
- From the Dashboard, open the Main Menu.
- Click on the Marketing Campaigns section.
- Select the Sent tab to view a list of your past campaigns and their statistics.
Key Metrics at a Glance
Next to each campaign, you'll find a quick summary of the most important engagement metrics:
- Delivery Rate (SMS): The percentage of SMS messages that were successfully delivered to the recipients' phones.
- Open Rate (Email): The percentage of customers who opened your email campaign.
- Bounce Rate: The percentage of messages that could not be delivered.
- Click Rate: The percentage of customers who clicked the reservation link in your campaign.
Performance Metrics Breakdown
Select any campaign from the list to see a detailed breakdown of its performance. This section provides a comprehensive overview of your campaign's results.
- Audience Reached: The total number of customers who received the campaign.
- Booking Conversion Rate: The percentage of the reached audience that resulted in a booking.
- Generated Bookings: The total number of distinct reservations made from the campaign.
- Generated Seats: The total number of guests associated with the generated bookings.
- Estimated Revenue: The total revenue generated from the campaign. (Note: Obtaining this data requires setting up up the average meal price.)
Direct vs. Indirect Conversions
To give you the most accurate picture of your campaign's impact, the report breaks down your results into two types of conversions:
- Direct Conversions: This section shows results from guests who clicked the “Reserve Now” button in your campaign and completed a reservation directly through that link.
- Indirect Conversions: This section shows results from guests who opened your campaign but made a reservation through your website widget at a later time (within 30 days).
For both sections, you will see a breakdown of Generated Reservations, Generated Seats, and the Estimated Revenue. This allows you to clearly see the full influence of your marketing efforts.
Go a Step Further: Track Revenue for SMS Campaigns
For SMS campaigns, you can go beyond counting seats and track the estimated revenue each campaign generates. This feature turns your marketing data into a powerful tool for measuring financial success.
By setting an Average Meal Price per Person, you unlock the ability to:
- Calculate Accurate Revenue Estimates: Move from simply counting "visits" to estimating the real dollar value of your campaigns.
- Measure True Return on Investment (ROI): Confidently determine if a campaign is profitable by comparing its cost to the revenue it generated.
- Make Smarter Marketing Decisions: Allocate your budget to the strategies that are proven to work best for your bottom line.
- Forecast a Campaign's Success: See a projected revenue estimate before you even send the message.
To learn how to set up and use this feature, please see our detailed guide:
Read the full article: Measuring the Revenue Generated by Your Marketing Campaigns
Reporting and Exporting Your Data
For a more detailed view or to export your data, use the Reports section.
- Access your Libro Back Office.
- Go to the menu option Reports, then Marketing Campaigns.
- Use the filters to find the campaigns you need.
- To export the report, click on the PDF, Excel, or CSV buttons.
Important:
- If the report exceeds 2,500 lines, you must download it as a CSV file.
- You must accept cookies on the page to ensure the file downloads correctly.
The Big Picture: Your Statistics Page
While the campaign report is perfect for analyzing a single campaign, the main Statistics page gives you a high-level overview of your entire marketing strategy's financial impact over time.
You can find it by navigating to your Back Office > My Restaurants > Settings > Statistics.
Under the Marketing Campaigns Statistics section, you'll find a summary of:
-
Last Campaign: A detailed breakdown of performance from your most recent campaign, including:
- Direct Generated Bookings & Seats
- Indirect Generated Bookings & Seats
-
All Campaigns: A cumulative overview of all your marketing efforts, including:
- Total Generated Reservations & Seats
- Average Generated Seats per campaign
- All-Time Estimated Revenue
- Average Revenue per campaign
Is this the right tool for you?
This article explains how to measure the performance and revenue of your specific marketing campaigns.
If you're looking for a general, high-level dashboard of all your reservations or want to analyze how users navigate the booking process in your widget, another tool would be more suitable.
Learn more in our Guide to Choosing the Right Analytics Tool.