Direct / Indirect Bookings & Revenue Generated by Marketing Campaigns

Modified on Fri, 10 Jan at 10:50 AM

Once a campaign has been sent out to your clients, you can measure its effectiveness using the metrics on the Sent tab in Marketing > Campaigns. We provide granular reporting on bookings and revenue generated from email & SMS marketing campaigns. The revenue and bookings generated are split into separate metrics, direct and indirect.

In this article, we will learn the difference between direct and indirect bookings & revenue generated by marketing campaigns.

Things to know:

The revenue displayed is generated for appointment/class bookings and product purchases.
The revenue displayed is on the gross and not the net. This means we don't take into consideration discounts applied to the bookings/purchases.
Revenue is not displayed until the ticket is closed.

To view your marketing campaign metrics:

Navigate to Marketing > Campaigns
From there, select the Sent tab

Here you will get to view and assess the following details for each campaign from the Sent Email Campaigns or Sent SMS Campaigns section.

Date: The date the campaign was sent
Campaign - The name of the campaign that was sent
Sent: Displays the number of recipients of the campaign. Clicking on the hyperlink will display the name of each recipient and the status (delivered, bounced, etc.)
Bounced: The email was not received by the client, which typically occurs when there is no valid email address on file.
Delivered: The email was received by the client but not opened
Delivered/ Booked: The client received the email but did not open it. However, they either scheduled an appointment online or had one scheduled for them in-store by the business.
Opened/Booked: The client opened the email and successfully booked an appointment online, but they did not click the "Book Now" button or any of the links included in the email.
Opened: The email was received and opened by the client.
Clicked: The client opened the email and clicked the "Book Now" button or any links included in the email, but did not schedule an appointment.
Clicked/ Booked: The client opened the email, clicked the "Book Now" button or one of the links, and successfully scheduled an appointment. This status may also appear if the client clicked the "Book Now" button but did not schedule an appointment online; however, the business scheduled the appointment in-store on their behalf
Direct Booked: Bookings made from clicks on the marketing campaign.
Indirect Booked: Bookings made within 14 days of receiving the marketing campaign.
Direct Revenue: Revenue made from clicks on the marketing campaign.
Indirect Revenue: Revenue made within 14 days of receiving the marketing campaign.

Scenarios

Scenario	Result
Client A opens the email/SMS campaign clicks on the book now button/link and makes a booking immediately.	Direct Booking Direct Revenue
Client B does not open the email/SMS campaign, does not click on the book button or link on the same day. Within 14 days of receiving the email, the client makes a booking using the link.	Direct Booking Direct Revenue
Client C opens the email/SMS campaign and clicks on the book button or link but does not book. Within 14 days of receiving the email, the client goes directly to your booking widget or website to make a booking.	Indirect Booking Indirect Revenue
Client D opens the email/SMS campaign but does not click on the book button or link. Within 14 days of receiving the email, the client goes directly to your booking widget or website to make a booking.	Indirect Booking Indirect Revenue
Client E opens the email/SMS campaign and clicks on the book button or link but never books.	No booking/revenue is generated
Client F opens the email/SMS campaign after 14 days and clicks on the link and makes a booking.	No booking/revenue is generated as the 14-day window has passed.
Client G opens the email/SMS campaign and clicks the same button/link 3 times and 3 bookings are made.	3 Direct Bookings Direct Revenue x 3
Client H opens the email/SMS campaign but does NOT click on the book button or link. Within 14 days of receiving the email, the client goes directly to your booking widget or website and books 3 appointments/class sessions.	3 Indirect Bookings Indirect Revenue x 3
Client I opens the email/SMS campaign clicks on the book now button/link and makes a booking immediately. When checking out the booking in POS, a product is added to the ticket.	Service - Direct Booking Direct Revenue Product - Direct Revenue
Client J opens the email/SMS campaign but does NOT click on the book button or link. Within 14 days of receiving the email, the client goes directly to your booking widget or website and makes a booking. When checking out the booking in POS, a product is added to the ticket.	Service - Indirect Booking Indirect Revenue Product - Indirect Revenue
Client K receives multiple campaigns but does NOT click on the book button or link. Within 14 days of receiving the email, the client goes directly to your booking widget or website and makes a booking.	Indirect Booking Indirect Revenue Booking is associated with only 1 campaign - the last one that was sent just before the booking was made.

We hope this gives you more insight into the bookings and revenue generated from your marketing campaigns. If you have any questions, please contact our Support Team at support@mytime.com.