Campaign Impact

Campaign Impact Analysis

Campaign Impact Analysis shows how each campaign affected the engagement stats of your audience. It helps you spot what’s working, what’s not, and which campaigns are moving engagement in the right direction.

What you’ll learn

How each campaign changed the average engagement score (pre-send vs post-send)
Which campaigns had positive, neutral, or negative impact
How open and click performance relates to engagement movement
Which engagement levels responded best (Hot, Warm, Cold, Inactive)
How contacts moved between engagement levels after each campaign
How engagement trended during the selected date range with campaign markers

At the top of the report, you’ll see quick actions to manage what you’re viewing and the time window being analyzed.

Date range

Choose the reporting window for analysis: 7, 30, 60, or 90 days. Changing the date range updates the campaigns included and recalculates summary averages for that window.

Refresh

Refreshes the report to pull the latest available data. This is helpful if you recently sent campaigns and want to see them once they’re eligible for reporting.

Close

Closes the report and returns you to the previous screen.

Data availability and timing

Campaigns must be at least 48 hours old

Campaign Impact Analysis only shows campaigns that were sent at least 48 hours ago. This gives Tarvent time to collect opens, clicks, and post-send engagement changes so the impact numbers are meaningful.

Trend and daily data are available through yesterday

The report’s day-based trend data is available through yesterday. You may still see campaigns listed once they’re eligible (48+ hours old), but day-by-day trend visuals and calculations do not include "today" yet.

Overview

This report answers one main question: "When I sent campaigns, did my audience engagement get better or worse?"

Each campaign includes: the average engagement score before the campaign, after the campaign, the change between those values, and a normalized impact score that helps you compare campaigns quickly.

Summary metrics

At the top of the report, you’ll typically see high-level rollups for the selected date range, including:

Total campaigns analyzed: how many campaigns met the filters and timing rules
Average engagement score change: average of (post - pre) across campaigns
Average impact score: average normalized impact score across campaigns
Total improved: total contacts who moved to a higher engagement level
Total declined: total contacts who moved to a lower engagement level
Net engagement change: improved minus declined
Average open rate: average open rate across campaigns
Average click rate: average click rate across campaigns

Campaign list and impact score

What is the impact score?

Each campaign gets an Impact Score from -5 (bad) to 10 (excellent). This is a normalized score intended to help you compare campaigns quickly, using the same general methodology as Executive Summary.

Why a strong impact score might not change the audience average much

Your audience engagement score is an average across the audience. That means a campaign can look great (high impact score) but still barely move the overall audience average if it was sent to a small number of contacts.

Example: if you send a campaign to only a couple of people, even big engagement changes from those recipients won’t move the overall audience average by much. The report still shows the campaign’s impact, but the "average engagement score" shift can be small.

What you’ll see for each campaign

Campaign name and sent date
Recipients (how many contacts were included)
Pre-send average engagement score
Post-send average engagement score
Engagement score change (post - pre)
Impact score (-5 to 10) and impact type (positive, neutral, negative)
Open rate and click rate

Performance by engagement level

Campaign Impact breaks performance down by the recipient’s engagement level before the campaign: Hot, Warm, Cold, and Inactive.

For each level, you’ll see:

Sent: how many contacts in that level received the campaign
Opened: how many opened
Clicked: how many clicked
Open rate and click rate for that level

This is useful for targeting decisions. If Hot/Warm perform great but Cold/Inactive don’t, your next campaign might be better as two separate sends: one for engaged contacts and one re-engagement campaign for the rest.

Engagement level transitions

After each campaign, Tarvent measures how many contacts changed engagement levels. This section highlights:

Positive transitions (improvements): for example Warm → Hot, Cold → Warm
Negative transitions (declines): for example Hot → Warm, Warm → Cold
Total improved vs Total declined for the campaign

A campaign can still have solid opens and clicks but show weak transitions if it didn’t create sustained engagement. Transitions are a "did this move the needle?" signal, not just "did they look at it once?"

Behavior insights

This section summarizes what recipients did after the campaign, such as:

Opened but did not click: people who looked, but didn’t take action
Clicked: contacts who clicked at least one link
Highly engaged: multiple clicks or stronger signals of interest
Did not open: delivered but ignored

If "Opened but did not click" is high, your subject line is working, but your content or call to action might need tightening. If "Did not open" is high, it’s usually targeting, timing, deliverability, or subject line relevance.

Engagement trend chart

The trend chart shows engagement score over time for the selected date range, with markers for the days campaigns were sent. This helps you answer:

Did engagement trend upward during active sending periods?
Did engagement dip after certain campaigns?
Are we improving overall, or just having random spikes?

Reminder: trend data is available through yesterday.

How to use this report

Pick a date range (7/30/60/90) based on how many campaigns you want to compare.
Start with impact score and engagement score change to find winners and losers.
Check recipients to understand whether the campaign could realistically move the audience average.
Review performance by engagement level to learn who responded best.
Use transitions to see whether you’re building lasting engagement or just getting quick opens.
Look at the trend chart to spot patterns over time, not just one-off results.
Refresh after time passes (especially after 48 hours) to see newly eligible campaigns.

FAQ

Why don’t I see a campaign I just sent?

Campaigns only appear once they are at least 48 hours old. Tarvent needs time to collect engagement signals and post-send movement before calculating impact.

Why is the trend chart missing today?

Day-based trend data is available through yesterday. Today’s data is still being collected and processed.

Can I run this report for a group?

No. Campaign Impact Analysis is only available for the entire audience.

Can a campaign have a high impact score but a small engagement score change?

Yes. If the campaign was sent to a small number of contacts, it may not move the overall audience average much, even if those recipients responded strongly.

Does Refresh always change the numbers?

Not always. Refresh pulls the latest available data, but campaigns and day-based trend data may not update until they meet the timing rules (48+ hours, and trend data through yesterday).