About the Conversion Insights Dashboard

The conversion insights dashboard helps you measure, visualize, and act on your business performance, starting from campaign engagement to final store purchase. By providing a holistic view of sales and revenue patterns, the dashboard guides you toward optimization opportunities to drive greater sales growth.

In this article, you’ll learn how the conversion insights dashboard tracks Mailchimp’s contribution to your revenue and monitors your return on investment by campaign type, along with strategies for improving those outcomes.

Use the conversions insights dashboard

The conversion insights dashboard is available to users who have connected an e-commerce store. To learn more about connecting an e-commerce store, check out Connect Your Online Store to Mailchimp.

To use the conversion insights dashboard, follow these steps.

1. Click Analytics, then click Conversion insights.
2. If you have more than 1 store, click the Store drop-down and choose the one you want to work with.
3. If you have more than 1 audience, click the Audience drop-down and choose the one you want to work with.
4. Click the Date range drop-down to open the time frame options.
5. Click Date range from the second drop-down to select a time frame, or use Start date and End date to choose a custom date range.
6. Click Apply.

Nice job! We'll display data for the conversions that match your criteria.

Track conversion performance

On the conversion insights dashboard, all attributed orders and revenue align to the date and time that the event occurred.

For example, if you send an email campaign on October 31st, but a customer places an order for $5 on November 1st, that associated revenue is counted in November’s data, not October’s. This calculation aligns with external reporting tools like Shopify and Google Analytics, which can help you understand how your audience converts over time.

The conversion insights dashboard includes several components to measure performance and uncover optimization opportunities.

Revenue from Mailchimp

This section helps you assess the impact of your marketing efforts on your total sales.

• Revenue from Mailchimp
  The revenue count for all orders that have an associated (attributed) campaign ID. This value includes all send types (regular, automation, and transactional) and both email and SMS channels.
• Total store revenue
  The total sales count for your connected store, inclusive of all orders, regardless of attribution.

Attributed conversion metrics

These core metrics help you compare Mailchimp’s conversion rates against other marketing channels.

• Audience converted
  The number of people in your audience, including subscribed, unsubscribed, and non-subscribed contacts, who made at least one purchase.
• Audience conversion rate
  The number of people in your audience who made at least one purchase, divided by the total size of your audience.
• Revenue per recipient
  Revenue attributed to Mailchimp divided by the number of subscribers in the selected audience.
• Orders
  The total number of orders customers placed that are attributed to a Mailchimp message.
• Average order revenue
  The average amount spent by customers per order attributed to a Mailchimp message.
• Average cart size
  The average number of items in a cart that was purchased and attributed to a Mailchimp message.

Store activity

Store activity traces the customer path through your store and identifies key drop-off points. If your store is connected via Shopify, the graph displays granular steps, which you can view by total count or by rate.

• Page viewed
  Customers who visited any general page within your connected storefront.
• Submitted search
  Customers who performed a search query within your connected storefront.
• Viewed collection
  Customers who visited a collection page (a page that displays groups of products) in your connected storefront.
• Viewed product
  Customers who viewed a specific product page in your connected storefront.
• Product added to cart
  Customers who placed a product into their cart in your connected storefront.
• Checkout completed
  Customers who successfully finished the checkout process in your connected storefront.

Revenue over time

The dashboard breaks down your attributed revenue over time to help you understand where your sales are coming from.

Revenue is split between single-send (including regular, bulk, RSS, and A/B tests), automations (including customer journeys), and transactions. Each send type will display the revenue and percentage of total revenue attributed to it.

Take action on your insights

A primary goal of the conversion insights dashboard is to provide guidance to optimize your sales and marketing strategy. Actionable insights and guided actions appear directly on the dashboard.