Flowhub Marketing Overview makes it quick and easy to see how all of your campaigns are performing in one place. In this article, we'll guide you through reading your Overview report so your team can compare campaign results with your receipts and know exactly what each number means.
Open Marketing Overview
Navigate to Marketing > Overview.
Select a reporting date range.
The date range selects campaigns by their start date. A campaign that started before the range doesn't appear, even if it's still earning attributed sales.
Review the summary cards at the top of the page and the campaign table below them.
Select the information button beside any metric to read its definition.
Understand Your Metrics
Overview reports people, orders, and messages separately, so a repeat purchase or a second channel doesn't look like an extra customer.
Revenue attributed: Final purchase totals, less linked refunds.
Orders attributed: Sales transactions. Each original purchase and each valid linked refund counts once.
Conversion rate: Purchasing recipients divided by delivered recipients. Each recipient counts once per campaign, across all of its channels. Repeat purchases and refunds don't add or remove purchasing recipients.
Messages delivered / sent: Email and push message counts, shown in that order. These totals don't include SMS. A customer who receives both an email and a push counts as 2 messages.
The overall conversion rate adds up each campaign's recipient counts before dividing. It doesn't average the campaign percentages. When there's no delivered-recipient data, the rate displays as unavailable rather than 0%.
How Attribution Works
Flowhub uses 14-day last-touch attribution. Any sale from a customer who was contacted through a campaign's segment counts toward that campaign if it happens within 14 days of the message. The customer doesn't need to use a discount code.
If the customer received more than one campaign in those 14 days, the most recent campaign gets the credit.
Attributed revenue uses the final purchase total, including discounts, taxes, and fees, less any linked refunds.
A later refund reduces the campaign credited with the original purchase, even after that campaign ends. The refund doesn't move to a newer campaign the customer received.
Example: A customer's attributed purchase has a final total of $100, which adds $100 to the campaign's revenue. A week later, the customer receives a $20 refund on that purchase. The campaign's revenue drops to $80, and the customer still counts as 1 purchasing recipient.
đĄ Tip: Attribution shows which purchases are associated with a campaign. It doesn't measure how much additional revenue the campaign caused.
Refresh Your Report
Select Refresh to check your reporting data and campaign details together.
Wait for the report to finish loading.
Check Last checked for the time of the latest complete, successful refresh.
New sales need to reach reporting before they appear, and saved totals can be cached for up to 10 minutes.
Last checked shows when the report last loaded successfully. It doesn't show when the latest sales data arrived.
Past campaign totals can change when later refunds come in.
If the report can't load, select Retry. Your date controls stay available while you retry.
Compare Overview with Campaign Details
Navigate to Marketing > Campaigns.
Select a campaign to open its details panel.
Review the Engagement Summary:
Revenue uses the same final-purchase and linked-refund rules as Overview.
Conversions counts transactions, not people.
Each channel's Open â Order ratio is also based on transactions.
đĄ Tip: The campaign's Conversions and the Overview Conversion rate measure different things. Conversions counts orders. Conversion rate counts people. Don't compare them directly.
Frequently Asked Questions
Does a customer need to use a discount code for a sale to count?
No. Any sale from a customer contacted through the campaign's segment counts if it happens within 14 days of the message. If a discount code is associated with a capaign, any transaction that uses that code counts as well.
Why doesn't my campaign revenue match the subtotal I expected?
Attributed revenue uses the final receipt total, after discounts and including taxes and fees, less linked refunds. Compare it with your final receipt totals, not pre-discount subtotals.
Why did an older campaign's revenue go down?
A refund linked to a purchase from that campaign came in. Refunds always reduce the campaign that earned the original purchase, even after it ends.
Can a campaign's revenue be negative?
Yes. If linked refunds are larger than the attributed purchases in the selected period, revenue can display as a negative amount.
A customer bought twice from the same campaign. Do they count twice?
They count as 1 purchasing recipient in the conversion rate and as 2 transactions in Orders attributed. Both purchases add to revenue.
Why is my Overview conversion rate different from the campaign's Conversions?
Overview's Conversion rate counts purchasing people. The campaign details panel's Conversions counts transactions.
I selected Refresh, but a recent sale isn't showing. Why?
New sales need time to reach reporting, and saved totals can be cached for up to 10 minutes. Check back shortly and select Refresh again.
Why is the conversion rate unavailable?
There's no delivered-recipient data for that campaign or date range yet, so a rate can't be calculated. This doesn't mean 0%.
Are SMS messages included in Messages delivered / sent?
No. These totals include email and push messages only.
Do I need a new permission to view Marketing Overview?
No. Your existing Marketing permissions apply. Viewing reports doesn't require permission to create or send campaigns.
Great work! đ„ł You know how to read Marketing Overview and what each number means. Your team can now compare campaign results with your receipts and explain them with confidence.