# Analytics Source: https://gokarla.io/docs/guides/portal/analytics # Analytics The **Analytics** section helps you understand how customers interact with your tracking page and how this interaction translates into engagement and revenue. It gives you the insights needed to evaluate performance and make informed decisions about your campaigns. **Recommended for:** Marketing, Management ## Analytics Overview In the **Analytics Overview**, you'll find a high-level summary of your tracking page performance. The most important KPIs are highlighted at the top. --- ## Key Tracking Page KPIs ### Tracking Page Open Rate This metric shows the **percentage of customers who opened the tracking page** within a selected time period (e.g., last 30 days). :::info Important This is **not** an email open rate. It measures how many customers actually landed on the tracking page — independent of your email provider. ::: ### Engagement Rate The engagement rate reflects how actively customers interact with the tracking page, including: - Clicks on campaigns - Interactions with page elements A higher engagement rate usually indicates that your content is relevant and well-placed. ### Repurchases Repurchases show how many customers made an additional purchase **directly after interacting with the tracking page**. - Repurchases are **session-based** - The purchase happens in the same session in which the tracking page was opened - Karla is recognized as the source ### Revenue from Repurchases This metric shows the **total revenue generated by repurchases** that originated from the tracking page. Together, **repurchases** and **repurchase revenue** help quantify the business impact of your post-purchase experience. --- ## Click Insights To better understand what customers interact with, clicks are broken down into different widget types. ### Promotional Widgets Clicks These include clicks on: - Main promotions - Product promotions - Banner promotions They indicate how attractive and relevant your campaigns are. ### "Where Is My Order?" (WISMO) Clicks These include clicks on functional tracking elements such as: - Shipment status - Order summary - Carrier links It's normal for these clicks to be higher than campaign clicks, as customers primarily visit the tracking page to check their delivery status. --- ## Campaign Performance Breakdown Analytics also show how different campaign types perform: - Main promotions - Product promotions - Banner promotions This helps you understand which formats work best for your audience. --- ## Segment Performance You can see how different **customer segments** interact with campaigns. For example: - Which segment engages most with a promotion - Which segment engages least with a promotion This insight can help you optimize segmentation and campaign targeting. --- ## Karla Deals Performance If you use **Deals**, the analytics section also shows: - Deals engagement - Revenue generated from Deals --- ## Purchase Details For deeper analysis, you can switch to the **Purchases** view. Here you can: - Filter repurchases - See individual orders that originated from the tracking page - Check whether a discount code was applied Additional data includes: | Field | Description | | -------------------- | ---------------------------------------------------------- | | **Landing site** | The page the customer visited before making the repurchase | | **Order attributes** | Indicators confirming Karla as the source of the purchase | --- ## Additional Insights The Analytics section also provides supporting metrics such as: - Average views per customer - Device type (mobile vs desktop) - Referral source These insights are useful for optimizing: - Mobile vs desktop tracking page layouts - Campaign placement and design --- ## How to Use Analytics Effectively - Focus on **trends over time**, not single data points - Use analytics to guide campaign iteration - Combine engagement and revenue metrics to evaluate impact Analytics are most powerful when used as a decision-making tool, not just for reporting.