Active Campaign Looker Studio Template

This Active Campaign Looker Studio template was built for one of our customers in 2020. The template helps the client to analyse their email marketing efforts in more detail and discover areas for optimisation.

Email marketing is a powerful tool for business growth, enabling targeted communication with potential and existing customers. It helps build relationships, drive sales, and boost brand awareness through personalized and engaging content. 

To maximize its effectiveness, businesses can use Looker studio or Power BI to analyze campaign performance. By integrating email marketing data, companies can track key KPIs such as open rates, click-through rates, conversion rates, and ROI. Looker Studio dynamic dashboards and visualizations provide actionable insights, allowing businesses to refine their strategies, optimize campaigns, and make data-driven decisions for better results and sustained growth.

Active Campaign Looker Studio Template Sections

The purpose of this template is to analyse the email sequences to identify the patterns in the email clicked and purchases. The top-most graphs are used to show the top of the purchase funnel e.g. email clicks while the bottom section analyses conversions which in this case are purchases.

Email Clicked

The “Email Clicked” chart provides insights into the number of emails clicked by users on different days during the active campaign. It helps visualize the reach of the emails, showing which days received the highest engagement. 

By analyzing this data, you can identify peak days when users are most likely to click on emails, allowing you to optimize future campaign scheduling for maximum impact. This chart effectively highlights the days with the highest reach and engagement, helping businesses understand user behavior and refine their email marketing strategies.

Click Rate

Click rate measures the percentage of recipients who clicked on one or more links within an email compared to the total number of emails delivered. Since the campaign lasted for 5 days, the charts display the click rate for each day, allowing you to observe trends and variations in engagement throughout the campaign. The charts provide:

1. Daily Click Rate: Shows the click rate for each day, helping to identify which days had higher engagement levels.
2. Percentage Click Rate: Displays the percentage of clicks relative to the total number of emails delivered each day. This chart helps pinpoint the days with the highest click-through rates.

These visualizations help in determining which days were most effective in driving clicks, enabling you to optimize future campaigns based on this insight

Purchases

This view provides key performance indicators (KPIs) for the last 14 days:

1. Early Purchases: Displays the number of early purchases made by customers in the past 14 days and compares this number to the previous time frame, showing any changes.
2. Population Clicked on All Emails: Provides four KPIs related to engagement with the five emails sent during the campaign:
   • Clicked and Opened All Emails: Shows how many people clicked and opened all five emails (e.g., 13 people), with changes compared to the previous period.
   • Not Opened but Clicked All Emails: Indicates how many people clicked all emails without opening them.
   • Purchased – Opened and Clicked All Emails: Tracks the number of purchasers who opened and clicked all emails.
   • Purchased – Not Opened All Emails: Shows the number of purchasers who did not open all emails but made a purchase.

These KPIs help identify whether people are engaging with all the emails and how their engagement impacts their purchasing behavior.