Analytics dashboard for site-specific permissions (Closed beta)

Analytics dashboard for site-specific permissions (closed beta)

Marsello Analytics dashboards help you view marketing performance over time. The data shown is based on orders and sales generated from Marsello features for the site or sites you have permission to access.

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📝 Note: Site-specific reporting only displays data for the site or sites available to your user permissions.

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Choose your analytics timeframe

By default, Analytics displays your lifetime results in Marsello. To view results for a specific timeframe, use the date picker, then select Apply.

You can also choose how data is displayed on the graphs by selecting Daily, Weekly, or Monthly.

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📝 Note: Analytics update approximately every 8 hours. Marsello only reports data collected after your account is installed, so historical data from before installation is not included.

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Marsello performance analytics explained

The Business Performance dashboard shows sales generated from your Marsello marketing activity for the site or sites you can access.

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📝 Note: All statistics are measured against the selected timeframe and displayed in your local currency. The $ symbol is used to represent a monetary value. Order timestamps are calculated in UTC.

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Result and sales influence definitions

• Total last-influenced sales (previously Total revenue generated by Marsello): Sales directly influenced by Marsello touchpoints. The total sales where a Marsello touchpoint was the last one the customer engaged with, within 10 days before purchasing. Touchpoints include automation emails, email campaigns, loyalty and referral codes, SMS campaigns, and social media posts.
• From email campaigns: Sales where an email campaign was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.
• From automations: Sales where an automation email was the last marketing touchpoint the customer opened or clicked within 10 days before making a purchase, or its discount code was used at checkout.
• From loyalty: Sales where the order was placed by a referred customer, or a loyalty reward was used at checkout.
• From SMS: Sales where an SMS campaign was the last marketing touchpoint the customer received or clicked within 10 days before making a purchase.

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📝 Note: An order can have more than one Marsello touchpoint that influenced it, but a sale only counts toward the last marketing touchpoint the customer engaged with, within 10 days before completing the order. This is called last-influence, different from influenced orders elsewhere in Marsello, which credit every touchpoint involved.

Loyalty works differently. If a customer used a loyalty or referral reward at checkout, that sale counts toward loyalty too, no matter which marketing touchpoint came last.

For example: a customer receives an SMS, opens an email, then uses a loyalty reward at checkout. For last-influence sales, that sale counts toward the email (the last touchpoint) and toward loyalty.

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Email campaign attribution

An order is attributed to an email campaign when:

• The order is made within 10 days of the customer opening or clicking the email campaign.
• The order includes a discount code sent through the email campaign.

Automation attribution

An order is attributed to an automation when:

• The order is made within 10 days of the customer opening or clicking the automated email.
• The order includes a discount code sent through the automated email.

Loyalty program attribution

• Loyalty reward revenue: Any order that includes a loyalty reward discount code.
• Referral program revenue: Any order made by a successfully referred customer.

SMS campaign attribution

An order is attributed to an SMS campaign when it is made within 10 days of the customer receiving the SMS message.

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📝 Note: Marsello only attributes discount codes created by Marsello. Discount codes manually created in your POS or eCommerce platform are not included.

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Key takeaways from graphs

Graph: Last-influenced sales (previously: Last-touch attributable revenue generated with Marsello over time)

This graph tracks last-influenced sales generated over time. You can view this by day, week, or month.

Use this graph to understand your overall marketing performance and identify which features are generating the most revenue for your site or sites.

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Customers analytics explained

The Business performance dashboard shows customer growth and how customers interact with the site or sites you can access.

Statistic definitions

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📝 Note: All statistics are measured against the selected timeframe.

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• Customers added: Total customers added to your Marsello database during the selected date range, including imports and store syncs. This measures when customers were added to Marsello, which may differ from when they first signed up at the site.
• Email subscribers added: The number of customers added to Marsello during the selected date range who have provided a valid email address and accepted email marketing.
• SMS subscribers added: The number of customers added to Marsello during the selected date range who have provided a valid mobile number and accepted SMS marketing.

• Repeat order rate (previously known as repeat purchase rate): The percentage of customers who made 2 or more orders during the selected date range, out of all customers who ordered in the same range. Calculation: (Number of customers who made two or more orders during the selected date range ÷ Number of customers who ordered in the date range) x 100. This includes orders from unattached (guest) customers. 

• Orders per customer (previously known as average purchase frequency): The average number of orders a customer has made.  Calculation: total orders ÷ number of purchasing customers. Excludes unattached customers along with refunded and cancelled orders.
• Order value (previously known as average purchase value): The average amount each customer spent per order. Order value = Total sales ($) ÷ Total order count. This includes orders from unattached (guest) customers.
• Days between orders (previously known as average purchase cycle): The average number of days between a customer’s purchases. Days between orders = total time between the customer’s first and last order ÷ the number of orders made in between. This excludes unattached (guest) customers.
• Estimated spend per customer (previously known as customer value (CV)): An estimate of how much a customer spent during the selected date range. Estimated spend per customer = average orders per customer × average order value. Includes unattached (guest) customers.

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📝 Note: A customer’s email and SMS marketing opt-in status applies across the whole business. If their opt-in status changes, this will also be reflected in your site-specific reporting.

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CLV calculation: Average number of orders per customer × average order value × 3.

Marsello calculates CLV for you. You can view customer details in your Marsello admin under Customers.

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Key takeaways from customer graphs

Graph 1: New and returning customer sales

This graph tracks the total sales generated by your site or sites during the selected timeframe.

Use this graph to compare revenue from new and repeat customers and identify which customer group generates the most sales.

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📝 Note: This includes all orders placed at your site or sites since you connected Marsello, not just orders attributed to Marsello loyalty and marketing touchpoints. Unattached (guest) customers are counted as returning customers.

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Graph 2: New customers added over time

This graph tracks the number of new customers added to your Marsello account during the selected timeframe.

Use this graph to understand customer acquisition over time.

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📝 Note: Customers are added to your Marsello account when they make a purchase at your site or sites.

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Influenced orders table explained

Influenced orders table

This table shows each order influenced by a Marsello feature during the selected timeframe for the site or sites you can access.

The table includes:

• Customer name
• Order number
• Order total
• Order date (UTC)