Tracking Campaign ROI Dashboard

The Campaign ROI dashboard provides an overview of the performance and revenue impact of your email campaigns. The data displayed in this dashboard comes from connected email marketing platforms (e.g., Mailchimp) and from reservation data inside the CDP.

1. Campaign Funnel

Shows the main engagement steps of each email campaign:

• Emails sent
• Emails delivered
• Emails opened
• Emails clicked

All figures in the Campaign Funnel are sourced directly from the Mailchimp connector.
For more detailed interaction data, Mailchimp should be consulted.

2. Campaign Statistics

High-level aggregated information about your campaign activity:

• Total number of campaigns
• Total emails sent
• Total emails delivered
• Total emails bounced
• Unsubscription events
• Abuse complaints (marked as spam)

All campaign statistics originate from the Mailchimp B2C Campaign Activity connector.

3. Campaign Total Revenue

Shows the total amount of paid revenue attributed to campaign recipients.

Note: The CDP only counts revenue once it is paid, not at the time of booking.

4. Bookings Created During Campaign Period

Displays bookings generated in the 2-week period following the campaign send date, for profiles who received the campaign.

Included booking types:

• All bookings 
• Direct bookings
• Bookings converted from OTA
  (Guest has previously booked through an OTA but now booked directly.)

Important notes:

• All reservations from campaign recipients within the 2-week slot are counted.
• The different booking numbers are not expected to add up to a single total.
  
   

5. Summary of Reservations / Campaign Activity

Reservations tab provides a summary of all reservations created during the 2-week attribution period.

Activities tab shows detailed actions only for recipients whose activities resulted in a reservation during the 2-week attribution period. These actions include whether the campaign email was bounced, opened, clicked, complained about, or unsubscribed (Mailchimp data), combined with CDP data (reservations and revenue).

Filters and specific audiences in CDP can be combined with campaign selections to refine reporting.

6. Data Import & Connectors (Mailchimp Connector)

Campaign and consent data are imported into the CDP via separate Mailchimp connectors.

Campaign Activity Connector

The CDP ingests campaign and engagement data via the Mailchimp B2C Campaign Activity connector.
Only campaigns in the following states are ingested:

• sent
• paused
• sending
  
   

Campaigns in any other state (e.g. drafted, cancelled) are considered not to be part of an “orderly conducted” campaign and will not be ingested.

Once connected, campaign activity and engagement events (e.g. opens, clicks, bounces) will flow into the CDP.

Consent Connector

Consent updates are ingested via the B2C Consent Import connector, which is responsible solely for syncing recipient consent status into the CDP.

Setup

To configure the connectors:

1. Go to Manage Connections
2. Locate and configure:
   • Mailchimp B2C Campaign Activity
   • B2C Consent Import

7. Audience Sync (Mailchimp Audience Sync B2C)

The audience used for each Mailchimp campaign must be defined through Audience Sync.

To configure:

1. Open the Audience Sync tab.
2. Select the audience and click Connect to data destination.
3. Choose Mailchimp Audience Sync B2C as the destination.
4. Define sync frequency:
   • Every 1 day
   • Every day at a specific hour
      
5. The interface shows:
   • Last successful sync
   • Last failed sync
   • Next scheduled sync

You can also initiate an ad-hoc sync using the Sync Now button.