Spotler Analytics provides a central place to analyse your marketing performance. Instead of combining data from different parts of the software, Analytics brings your most important metrics together in interactive Liveboards.
Follow the steps below to get familiar with Analytics and start using it as part of your weekly reporting routine.
- Open Spotler Analytics
- Explore the Email Engagement Liveboard
- Explore the Revenue Performance Liveboard
- Reveal hidden insights with filters
- Discover why your results changed
- Make Analytics part of your routine
This guide applies to Analytics Basic and Pro
This guide focuses on the predefined Liveboards that are available to all Spotler Analytics users. These ready-to-use Liveboards are the best place to start exploring your marketing performance. Analytics Pro includes additional functionality that is covered in separate articles.
Step 1. Open Spotler Analytics
Open the Analytics module in the Spotler Marketing Cloud, or go directly to: https://app.spotler.cloud/analytics
In this step-by-step guide we will use two predefined Liveboards to start exploring your data:
- Email Engagement – available for users of Spotler Mail+ and Spotler MailPro. Use this Liveboard to analyse opens, clicks, and overall email engagement.
- Revenue Performance – available when your organisation uses Spotler Activate. Use this Liveboard to analyse conversions, revenue, and attribution.
Step 2. Explore the Email Engagement Liveboard
Available for users of Spotler Mail+ and Spotler MailPro.
The Email Engagement Liveboard helps you understand how recipients interact with your email campaigns. Take a few minutes to explore the KPIs and charts. Don't worry about understanding every metric yet, the goal is simply to become familiar with how your data is presented.
Use this overview to answer questions such as:
- How many emails have been sent?
- How many opens and clicks did your campaigns generate?
- Which KPIs stand out at first glance?
- What trends do you see?
➡️ What’s in the Email Engagement Liveboard?
Step 3. Explore the Revenue Performance Liveboard
Available for users of Spotler Activate.
This Liveboard focuses on business outcomes rather than engagement. It includes an Attribution tab that links conversions back to recent marketing interactions. Attribution shows which campaign activity happened before a conversion, but it does not prove that the campaign directly caused the conversion.
This Liveboard helps answer questions such as:
- How much revenue was generated?
- How many conversions were recorded?
- What is the average order value?
- What trends do you see?
➡️ What’s in the Revenue Performance Liveboard?
Step 4. Reveal hidden insights with filters
Continue with the predefined Liveboard that is most relevant to you.
The real insights are often hidden in your data. Filters help you move beyond overall performance and discover what is really driving your results. Instead of analysing all your data at once, you can focus on the campaigns, audiences, or time periods that matter most.
Try the following:
- Select a different date range, such as the last 6 months.
- And/or filter on a specific campaign.
- And/or filter on a Spotler product.
- And/or filter on a contact group.
You may discover patterns that are hidden when looking at all your data together. For example:
- The overall unsubscribe rate looks acceptable, but after filtering on a specific contact group you notice one audience unsubscribes significantly more often. This may indicate that the content or frequency isn't matching their expectations.
- The overall conversion rate looks stable, but after filtering on a specific campaign you discover that one campaign generated many conversions while another generated almost none. Comparing these campaigns can reveal opportunities for optimisation.
- At first glance, your yearly dashboard shows consistent growth. By filtering to the last quarter, you discover that most of the increase came from a short seasonal period, such as Black Friday or the holiday season. This prevents you from assuming the growth was evenly spread throughout the year.
Filters don't just help you narrow your data. They help you ask better questions, discover patterns, and identify opportunities to improve future campaigns.
Step 5. Discover why your results changed
Once you've identified an interesting trend, the next question is: why did it happen? That's exactly what Change Analysis helps you answer. The real value comes from understanding what caused the change. The Change Analysis highlights the factors that had the biggest impact on the difference between the two selected moments:
- Review your Liveboard and identify a metric that has changed noticeably.
- Hold Ctrl and select two data points in the chart.
- Right-click and select Run Change Analysis.
- Review which dimensions contributed most to the increase or decrease.
For example, the analysis may show that Summer Sale, Holiday Gift Guide, and Customer Reactivation together contributed to most of the increase in revenue. The next step is to interpret these results and turn them into actions. Ask yourself questions such as:
- Why did these campaigns outperform the others?
- Did they target a different audience?
- Was a different subject line or offer used?
- Was the timing of the campaign different?
- Did a specific product category perform better?
Use these insights to form a hypothesis and test it in your next campaign.
For example:
- If the Summer Sale campaign generated significantly more revenue than other campaigns, experiment with a similar promotion or campaign structure.
- If a reactivation campaign performed exceptionally well, test whether a larger inactive audience responds in the same way.
Remember that Change Analysis highlights where the differences come from. From there, you can explore what influenced those changes and turn those insights into better decisions for your future campaigns.
Step 6. Make Analytics part of your weekly routine
Analytics delivers the most value when you use it consistently. Schedule a recurring moment in your calendar each week to review your campaign performance and identify opportunities for improvement.
During your weekly review:
- Check the performance of your recent campaigns.
- Compare the results with previous weeks or months.
- Identify trends, unexpected changes, or standout campaigns.
- Ask yourself why certain results changed.
- Form a hypothesis based on your findings.
- Apply your learnings to your next campaign and measure the impact.
Remember: you're not looking for certainty, you are looking for the next thing to test.
Example: Your weekly review shows that the Summer Sale campaign achieved record conversions despite a much higher email frequency. Was the success driven by the promotion, the increased frequency, or both? Test the same sending strategy in your next time-limited campaign and compare both conversion and unsubscribe rates.
Analytics is most valuable when you use it to create a cycle of measure → learn → experiment → improve. Over time, this helps you make better-informed marketing decisions and continuously optimise your campaigns.
Your next campaign starts with today's insights. Let's go! 🚀