How do I track my business performance?

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

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

🏷️ Available on all Marsello pricing plans.

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.

📝 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.

Marsello performance analytics explained

The Marsello Performance dashboard shows sales generated from your Marsello marketing activity.

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

Result and revenue attribution definitions

Total revenue generated by Marsello: Total revenue directly attributed to Marsello features.
From email campaigns: Total revenue directly attributed to email campaigns.
From automation: Total revenue directly attributed to automated emails.
From loyalty program: Total revenue directly attributed to loyalty rewards and the referral program.
From SMS campaigns: Total revenue directly attributed to SMS campaigns.

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.

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

Key takeaways from performance graphs

Graph: Revenue generated by Marsello over time

This graph tracks the amount of revenue 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.

Customers analytics explained

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

Statistic definitions

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

Customers: Total customers in your Marsello database.
Email subscribers: Customers who have provided a valid email address and accepted email marketing.
SMS subscribers: Customers who have provided a valid mobile number and accepted SMS marketing.
Repeat purchase rate: The percentage of customers who made 2 or more orders.
Average purchase frequency: The average number of orders a customer has made.
Average purchase value: The average value of each order made by your customers.
Average purchase cycle: The average number of days between a customer’s purchases.
Customer lifetime value (CLV): The projected average worth of a customer over the next 3 years.

CLV calculation: Average order value × average order frequency × 3 years.

Marsello calculates CLV for you. You can view this in your Business Performance Analytics tab.

Key takeaways from customer graphs

Graph 1: New customer revenue vs repeat customer revenue

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

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

📝 Note: This includes all orders, not just orders attributed to Marsello.

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.

📝 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

Order attribution table explained

Orders generated by Marsello table

This table shows each order generated by a Marsello feature during the selected timeframe.

The table includes:

Customer name
Order number
Order total
Order date
Attributable feature
Attributed reason or reasons

📝 Note: Multiple Marsello features can be attributed to a single order. However, revenue from that order is only counted toward the last feature the customer engaged with before completing the order. This is called last-touch attribution.

The Attribution rank identifies the order of attributed touchpoints. Rank 1 is the last touch, rank 2 is the second-to-last touch, and so on.

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