Compare Campaign Reports

You can compare multiple campaign reports to each other:

A chart and a table appear that compare the selected campaigns across a variety of metrics. Drag the divider between the chart and the table to give either one more room. You can compare up to 100 campaigns at a time.

Comparison Table

The comparison table shows one row for each selected campaign. Each column of the table is a different metric. If you compare three or more campaigns, the last row shows the median value of each metric. The median is the middle value, so unlike an average, it isn't thrown off by one unusual campaign (such as a small test send).

• Click a column heading to sort the campaigns by that metric. Campaigns without a value for the metric are always sorted last.
• Drag a column heading to rearrange the columns.
• Double-click a campaign to open its report in a new window. Hold down the option key while double-clicking to show its report in the main window (replacing the comparison view).

Choose Which Metrics to Show

Click the Columns button (located underneath the chart, on the right), or control-click a column heading, and choose the metrics that you care about. By default, the table shows Date Sent, Recipients, Open Rate, Click Rate, Bounce Rate, Unsubscribe Rate and Complaint Rate.

The available metrics are:

The First 24 Hours metrics are useful for comparing a recent campaign with older ones on an equal footing, since older campaigns have had more time to collect opens and clicks. See this help article for the difference between hard and soft bounces.

A value is left blank when a campaign doesn't have one. For example:

• Opens and clicks are blank for a campaign that didn't track opens and clicks
• Bounces and complaints are blank for a campaign sent using your own email service, because Direct Mail isn't notified of them
• Rates are blank for a campaign that delivered no emails, and the click-to-open rate is blank for a campaign that nobody opened
• The send date, day of week and time of day are blank for autoresponders, which send over time rather than all at once

Blank values aren't counted in the median or the shading.

Shading

Shading colors each value according to how it ranks among the selected campaigns. Values better than the median are shaded green, and values worse than the median are shaded red. The further a value is from the median, the stronger its color. Values at the median aren't shaded. Hover your mouse over a shaded value to see its rank (for example, "Ranked 2 of 5").

Use the Shading popup menu (located underneath the chart, on the right) to choose:

• Green–Red: Green for better values, red for worse values (the default)
• Blue–Orange: Blue for better values, orange for worse values. Choose this if you have difficulty telling red from green.
• Off: No shading

For most metrics, higher is better. For failures, bounces, unsubscribes and complaints, lower is better. Metrics that aren't better or worse, such as the subject or the send date, are never shaded.

If you have turned on Differentiate without color in the Accessibility section of System Settings, the best and worst values in each column are also marked with a symbol.

Comparison Chart

The top of the window charts the selected campaigns. There are two charts to choose from. Click the Chart button in the toolbar and choose By Send Date or By Time Elapsed Since Sending.

To copy a chart, hold the control key on your keyboard while clicking the chart and choose Copy.

By Send Date

This chart shows how your results change from one campaign to the next. Each campaign is plotted at the date it was sent, and up to two metrics are charted: one on the left axis (in blue) and one on the right axis (in green). By default, Open Rate and Click Rate are charted.

Use the popup menus at the top of the chart to choose the metrics that you're interested in. You can chart any metric that has a numeric value, such as a rate, a count or the subject length. Choose None to chart just one metric.

Hover your mouse over a point to see that campaign's values. If several campaigns' points are close together, they're shown together.

Autoresponders aren't included in this chart, because they send over time and don't have a single send date. A note at the top of the chart tells you how many autoresponders aren't shown. You can still compare them in the table.

By Time Elapsed Since Sending

This chart shows how quickly each campaign was opened or clicked after it was sent. There is one line for each campaign. The X axis is the time elapsed since sending rather than the date, so all the campaigns start at the same point no matter when they were sent. This makes it easy to see, for example, whether the campaign you sent this morning is being opened faster or slower than your previous campaigns.

Use the popup menus at the top of the chart to choose:

• The metric: Open Rate, Open Rate (Excluding Mail Privacy Protection) or Click Rate. Each line shows the rate adding up over time, counting each recipient once.
• The time period: First 24 Hours, First 7 Days or First 30 Days after sending. If a campaign was sent more recently than that, its line stops at the present time.

The key underneath the chart shows which line belongs to which campaign, along with the date it was sent. Hover your mouse over the chart to see each campaign's value at that point in time.

Autoresponders, campaigns that didn't track opens and clicks, and campaigns that delivered no emails aren't included in this chart. For campaigns with many recipients, the chart may take a moment to appear.

Export the Comparison

To export the comparison table as a CSV file, click the Share button in the toolbar and choose Comparison CSV. The file includes the columns that are shown in the table, in the same order. See this help article for more about sharing and exporting reports.