About the Marketing Dashboard

The marketing dashboard summarizes metrics across multiple channels to help you understand how they’re performing. If tracking is enabled for your email and SMS marketing, we'll collect and analyze data on clicks, social activity, purchases, and other interactions. Use the data to optimize your marketing strategy, discover ideas for future emails and text messages, or take action to correct negative trends.

In this article, you’ll learn how the marketing dashboard works and what information it includes.

The Apple MPP (Mail Privacy Protection) policy for email was released September 21, 2021 with the iOS 15 operating system. With this release, Apple downloads incoming emails on its own server. This makes it appear as if a recipient opened the email, which inflates the sender’s open-related metrics. You have the option to exclude emails opened by Apple MPP from your open-related metrics for emails sent on or after June 22, 2024.

Things to know

Here are some things to know.

• This feature is included with the Standard plan or higher.
• You must turn on open tracking and click tracking for email and track links for SMS to generate report information.
• We recommend that you exclude Apple MPP from your reports for more accurate opens and open-related metrics. To learn more about Apple MPP and how it impacts your opens and open-related metrics, check out About Apple’s Mail Privacy Protection (MPP).
• The marketing dashboard may take a few hours to update after you send an email or SMS.
• Make sure you check out All the Marketing Dashboard Metrics to learn about where you can find each metric in the dashboard and which metrics are available for each channel.

Use the marketing dashboard

To use the marketing dashboard, follow these steps.

1. Click Analytics, then click Marketing dashboard.
2. If you have more than 1 audience, click the Audience drop-down and choose the one you want to work with.
3. Click the Date range drop-down to open the time frame options.
4. 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.
5. Click Apply.
6. Click the Comparison drop-down to compare your data with the previous period or audience averages.
7. Click the Filter by message name drop-down to choose the emails and text messages you want to work with. If needed, enter a keyword or phrase into the search bar to find specific emails or text messages.
   
8. Check the box next to Exclude Apple MPP for more accurate open data to exclude emails sent on or after June 22, 2024 that were opened by Apple MPP. Keep the box unchecked to include all emails.

We’ll display a reminder in each section that tells you if Apple MPP is excluded or included for open-related metrics.

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

Track Performance

On the Performance tab, monitor key performance metrics, view performance over time for a specific metric, view customer drop-off and conversions, and check the delivery statistics for email and SMS.

Monitor performance

The Monitor performance section displays key metrics and the rate of change for Email, SMS, or both. Keep in mind that a decrease in non-subscribed and unsubscribed contacts is a positive change. We'll also include metrics with a small rate of change between -5% and 5%.

If you have a connected store, we’ll display revenue, average order revenue, orders, and click rate. If you don’t have a connected store, we’ll display sends, open rate, click rate, and unsubscribe rate. The channel breakdown displays the percentages and volume for emails and text messages. Use the Edit icon to change the metrics.



Keep in mind that SMS data appears only for metrics that apply to text messages. For example, open and open rate applies only to email, so SMS data won’t populate for those metrics.

Performance over time

Use the Performance over time section to see how emails and text messages perform over time for a metric. We’ll display the percentage of change for your selected metric with a graph. The Total message count and Total messages sent sections show a breakdown of emails and text messages created and sent during your date range.



Use the Metric drop-down to choose the metric you want to view, and further customize to a Day, Week, or Month view.

Conversions

The Conversions section automatically displays the Conversion funnel tab. Click the Channel drop-down and select Email or SMS to track how many subscribed contacts in your audience took action on your emails or text messages. The drop-off percentage shows the rate of subscribed contacts who stopped engaging with your email or SMS.

If you have a connected store, we’ll display the attributed revenue per subscribed contact and a graph for the number of deliveries, opened, clicked, and orders. If you don’t have a connected store, we’ll display the click rate and a graph for deliveries, opened, and clicked. Keep in mind that opens apply only to email, so SMS data won’t populate for those metrics.



The Channel breakdown tab displays how emails and text messages performed for clicks or for revenue, if you have a connected store. Use the Channel drop-down to display data for Email, SMS, or All, and further customize to a Day, Week, or Month view.

Delivery

The Delivery section automatically displays the Email tab where you can view how your sent emails performed over time. We’ll display the total number of deliveries to your subscribed contacts. Use the Metric drop-down to select delivery rate, bounce rate, unsubscribed rate, or abuse report rate. Use the Day, Week, or Month view to customize the graph.

The SMS tab shows how your text messages performed over time. We’ll display the total number of deliveries to your subscribed contacts. Use the Metric drop-down to select delivery rate, unsubscribed rate, or undelivered rate. Use the Day, Week, or Month view to customize the graph.

Compare message performance

The Compare message performance tab shows how an individual email and SMS performed for a metric. The Detailed message performance table displays details for each email or SMS.


We’ll display a reminder in each section that tells you if Apple MPP is excluded or included for open-related metrics. Export the table or generate a custom report to share with stakeholders.

Individual message performance

The individual message performance graph shows how a specific email or SMS performs for a metric.

To customize the graph, choose a metric from the metric drop-down.

Detailed message performance

The Detailed message performance table lists details and metrics for each email and SMS you sent during the selected date range. We’ll display how many subscribed contacts you sent each message to, as well as the open rate and click rate. We'll also display revenue if you have a connected store.



Click a column name to sort the data in ascending or descending order. Click Export to download the table as a CSV file. To get more information about each email, click Custom reports. Check out Create a Custom Report to learn more about what to do next.