01
Start with the decision to make
Before collecting figures, state what the report should help you decide: follow up, improve a message, repair a journey or pause an action. Return to the brief’s objective and planned observation period.
A report can compare a target with an outcome, but must distinguish them. If no target was set, present an initial observation and the questions it raises. Do not invent a target afterwards to make the campaign look successful.
02
Reconcile export, sending and delivery
An exported file does not prove that messages were sent. Obtain confirmations from the sending tool and keep the extraction date. Separate confirmed sends, undelivered messages and unknown statuses.
In Résonance’s fictional reference example, 1,430 contacts are exported: 1,400 sends are confirmed and 30 remain unconfirmed. Of the 1,400 sends, 28 are not delivered, leaving 1,372 delivered messages. The 30 unknown statuses count as neither deliveries nor failures.
03
Calculate rates others can reproduce
In the same fictional example, observed for 30 days after sending, 96 distinct people click and 38 distinct people donate. The unique click rate among delivered messages is 96 ÷ 1,372 × 100, or 7.00% rounded. The donor rate using that denominator is 38 ÷ 1,372 × 100, or 2.77%.
These figures are a calculation exercise, not Résonance performance or an expected conversion rate. State whether you count people, clicks or donations: one person can take several actions. Keep raw counts; do not add percentages based on different populations.
04
Separate association from attribution
The example associates €2,280 in gross donations with the observation period. This amount is neither profit nor return on investment: complete costs have not been established. It also does not prove that the campaign caused every donation.
Document the matching rule: campaign identifier, link used or matching in the donation tool. Record other appeals during the period and contributions of unknown origin. Estimating an additional effect requires an appropriate comparison; the fictional dossier does not provide that evidence.
05
Turn the report into a checkable action
Bring together observed facts, limitations and a next action. For example: check the 30 unconfirmed statuses before deciding on a follow-up, then compare responses over a defined period. Assign an owner and a review date.
Keep the message version, the population actually contacted and the exports needed to reproduce the calculations. A difference between campaigns may come from the audience, season, channel or proposition. Change one hypothesis at a time when the context allows a useful comparison.
Points to check
- The objective and period are explicit.
- Unknown statuses stay separate from successes and failures.
- Every rate states its population and denominator.
- Distinct people, actions and amounts are separated.
- Attribution limitations accompany results.
- The next action has an owner and review date.
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CAMPAIGN REPORT Objective and decision to prepare: Observation period: Message and distributed version: Data source and extraction date: Exported contacts: Confirmed sends: Unconfirmed statuses: Undelivered messages: Delivered messages: Distinct people who clicked: Distinct people who completed the action: Rate, formula and denominator: Associated gross amount, if relevant: Matching rule and unknown origin: Established and missing costs: Other activity during the period: Comparison and attribution limitations: Next action, owner and review date:
Common questions
Which denominator should a click rate use?
Choose the one that answers your question and name it. This guide divides unique clickers by delivered messages. A rate based on sends or opens answers a different question and needs a different label.
Can a few responses prove that one message is better?
A few responses can highlight questions to investigate. They cannot establish general superiority. Examine volume, populations, period and comparison conditions before attributing a difference to the copy.
Did Résonance achieve these results?
No. The figures come from the fictional reference example used to explain the site’s methods and demos. They describe neither a customer campaign nor measured software performance.
A useful report gives the team a better-informed decision and a way to find the data supporting it.
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