How do I track my business performance? 

Track sales, customers, and orders in Marsello Analytics to see which marketing touchpoints drive the most sales over time.

These analytics show sales generated from your Marsello marketing and give you an overview of how each touchpoint is performing.

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Can I customize the analytics timeframe?

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

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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Business performance analytics explained

The Business performance dashboard shows sales generated from your Marsello marketing activity. 

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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.

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 influence

An order is influenced by 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 influence

An order is influenced by 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 influence

An order is influenced by loyalty in two ways:

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

SMS campaign influence

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

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

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Key takeaways from performance 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 touchpoints are generating the most sales.

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Customers analytics explained

The Business performance dashboard shows customer growth and how customers interact with your Marsello marketing.

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. 

Key takeaways from customer graphs

Graph 1: New and returning customer sales

This graph tracks the total sales your store generated during the selected timeframe.

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

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📝 Note: This includes all orders since you connected Marsello, not just orders influenced by Marsello loyalty and marketing touchpoints. Unattached (guest) customers are counted as returning customers.

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Graph 2: New customers added 

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 can be added to your Marsello account through:

• Initial database sync from your POS or eCommerce connection
• POS checkout
• Online checkout
• Online store account creation
• Referral program
• Sign-up form

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Influenced orders table explained

Influenced orders table

This table shows each order influenced by a Marsello touchpoint during the selected timeframe.

The table includes:

• Customer name
• Order number
• Order total
• Order date (UTC)
• Touchpoint type (previously known as feature)
• Touchpoint (previously known as attribution description)

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📝 Note: Multiple Marsello touchpoints influence to a single order. An order with more than one touchpoint will show up in this graph once per touchpoint.

Touchpoint recency identifies the order of influenced touchpoints. Rank 1 is the last influence, rank 2 is the second-to-last influence, and so on.

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