Marketing dashboard & report
Overview
Two screens with different questions.
The dashboard answers "what is going on right now": new form submissions, active campaigns, open consents, the most recent sends and leads by source. It is the screen for the start of the day.
The report answers "was it worth it": the chain lead → deal → won, broken down by source and campaign, plus the sending figures. It is calculated on request, not written along continuously.
Core tasks
Survey the day. The dashboard shows three headline figures — new submissions, active campaigns, open double opt-ins — with the latest sends and the source distribution below.
See missing setup immediately. If no sending provider is stored, the notice sits right at the top with the way to Integrations. That is intentional: a marketing module without a sending path is a silent failure.
Read lead-to-cash. The report shows leads, deals, won, won value and the conversion rate from lead to won. The basis is the attribution fixed when the lead was created.
Assess sending. Campaigns sent, mails sent, open and click rate — with the absolute numbers next to them, so a rate never stands without its base.
Go into detail. Two breakdowns: sources in detail and campaigns in detail.
Compare attribution per model. The table Attribution per model distributes the same won value (deal value at the win, as in the "Won value" tile) in three ways:
- First touch — everything to the campaign of the first contact.
- Last touch — everything to the last campaign contact before the conversion to a deal.
- Linear — every campaign contact before the conversion gets an equal share. A lead who
came from the trade fair, then clicked a newsletter and finally responded to the offer splits their value one third each across these three campaigns.
Every campaign contact is recorded: every form submission with campaign origin and every click in a campaign mail. Contacts after the conversion do not count — they did not cause the deal. Amounts are calculated in cents; the remainder of a division goes to the earliest contacts, so each column adds up to exactly the won value. The Contacts column shows how many contacts of won leads fall to the campaign.
Fields in detail
This page has no input mask — it reports on campaigns and dispatches.
| Figure | What it comes from | What it means |
|---|---|---|
| Period / campaign / brand | selection | The cut of the report. |
| Sent | number of messages delivered out | How many went out. |
| Delivery rate | delivered against sent | How many arrived. If it falls, that is a deliverability problem, not a content problem — and it belongs fixed first. |
| Open rate | opens against delivered | How many opened the mail. It hangs almost entirely on the subject. The figure has become imprecise because mail programs pre-load images — usable as a trend, not as an absolute. |
| Click rate | clicks against delivered | How many went on. The more dependable figure. |
| Unsubscribes | unsubscribes against delivered | What permission you lost. Rising, the frequency or the audience is wrong. |
| Complaints | spam reports | The most expensive metric: it damages the deliverability of all future sends, not just this one. |
| Attribution per model | campaign contacts of won leads in the period (creation of the first contact) | First touch, last touch and linear over the won value. If the columns differ a lot, a campaign works more as a door-opener (first touch high) or as the final push (last touch high). Via the API: attributionModels in GET /v1/marketing/report. |
| Revenue | purchases carrying the UTM campaign | What came of the campaign. Only demonstrable when the UTM campaign is set on the campaign header — without it revenue cannot be attributed. |
Settings & permissions
- Module
module.marketing. marketing.report.view— both screens. Pre-assigned to the role Vertrieb.marketing.brand.allfor the cross-brand view; without it the analysis only covers the brands
the right applies to.
- The deal side of the chain comes from CRM, see Forecast.
FAQ & troubleshooting
The report is empty although campaigns are running. Without attribution there is no row. It is created through the UTM campaign key and through forms — see Campaigns.
The conversion rate looks too low. It measures leads → won, not leads → deal. The entire sales process sits in between.
The attribution columns do not add up to the same total. With a brand restriction, the shares of campaigns you may not see are missing — the share of another brand does not become visible, not even as a total. Without a restriction, each column adds up to the won value.
The open rate is lower than with our previous provider. Opens are measured with an image pixel. Anyone blocking images does not show up — the click rate is more reliable.
The dashboard shows a warning about sending. Then the sending provider's credentials are missing. Until they are stored, campaigns and double-opt-in mails fail.