ROI Tracking
After an Intelligent Delivery plan runs, the platform provides actual ROI metrics so you can compare real performance against the forecast, measure incremental impact, and decide whether to send reminders. ROI is only shown after the plan has been delivered; before delivery, the ROI tab displays a hidden-state message.
Key Metrics
| Metric | Description |
|---|---|
| Plan reminders | Number of reminder campaigns already created from the plan action |
| Number of Customers | Total Customers impacted by the campaign |
| Control group | Customers held out from the campaign to measure incrementality |
| Delivered coupons | Coupons distributed via app + printed coupons |
| % Delivered | Percentage of Customers who visualized the coupon |
| Total redemptions | Total coupon redemptions across all targeted Customers |
| Redemptions per Customer | Average coupons redeemed per Customer |
| % Total redemption | Percentage of total coupons redeemed |
| % Unique redemption | Percentage of Customers who redeemed at least once |
| Budget (€) | Estimated total campaign cost |
| Discount cost | Actual discounted amount in cash |
| Budget consumed (%) | Discount cost divided by budget; >100% = overspend; <100% = underspend |
| Forecast budget consumed (€) | Estimated amount that should have been spent up to this point |
| Budget delivered vs. forecasted (%) | Actual delivery pace vs. forecast; 100% = on track |
| Loyal Guru cost | Loyal Guru cost component when applicable |
| Incremental Sales | Additional sales vs. the control group (non-targeted Customers) |
| Incremental Ratio | Return on investment (Incremental sales / budget €) |
| Incremental margin | Incremental margin generated by the campaign |
| Incremental ratio margin | Margin-based return indicator |
| Coupon Cost | Coupon-related cost used by the ROI table |
| Forecasted incremental sales | Incremental sales expected in the forecast |
| Forecasted incremental ratio | Incremental ratio expected in the forecast |
| Incremental sales vs estimation | Difference between actual incremental sales and forecasted incremental sales |
| Incremental ratio vs estimation | Difference between actual incremental ratio and forecasted incremental ratio |
| Channel | Delivery channel used for the action: email, SMS, or none |
| Delivery cost (SMS/Email) | Cost of the email/SMS delivery for that action |
| Email delivered | Customers reached through email |
| Email OR Total | Email open-rate indicator shown by the channel report |
| Email clicks | Number of email clicks recorded |
| Email errors | Email delivery errors |
| Redemption vs OR | Redemption performance compared with email open-rate behavior |
| SMS delivered | Customers reached through SMS |
| Redemption vs SMS delivered | Redemption performance among SMS-delivered Customers |
| SMS errors | SMS delivery errors |
| SMS unsubscribes | SMS opt-outs recorded from the delivery |
| Net incremental ratio | Incremental ratio after channel and additional cost components |
| Reminder cost (SMS/Email) | Cost generated by reminder campaigns |
Control Group
Intelligent Delivery holds out a control group — a configurable percentage of eligible Customers who are not targeted. This enables true causal measurement of incremental impact.
| Group | Treatment |
|---|---|
| Targeted group | Receives the AI-selected offer |
| Control group | No offer — used as baseline for uplift calculation |
The control group ID for each campaign is displayed in the ROI table and is clickable to view detailed information.
Where to Find ROI Reports
Go to Campaign Personalization → Intelligent Delivery → [Plan] → ROI by Plan tab. After campaigns have been sent, the ROI table is populated with actuals you can compare against the forecast.
You can also view campaign-level performance in Loyalty Insights → Campaign Performance.
How It Works
- The plan launches with a control group holdout (configured in Configuration → Plans → General → Control group percentage).
- As the campaign runs, the platform records deliveries, redemptions, purchases, channel events, and revenue for both groups.
- Use Calculate ROI to request a fresh ROI calculation. The process can take several minutes and the tab shows a calculation-in-progress warning while it runs.
- Review each campaign action, campaign subtotal, category subtotal, and global total. Use Only show subtotals when you only need aggregated results.
- Use Configure table to show or hide columns before analysis or export.
- Use Export ROI to download the visible ROI table.
- Use Reprint vouchers when printable vouchers need to be regenerated for a campaign action or for the whole plan.
- Use Send reminder when delivery or redemption is behind expectation and the campaign should receive a follow-up communication.
ROI Actions
| Action | Use it for |
|---|---|
| Configure table | Choose which ROI columns are visible and included in the export |
| Reprint vouchers | Reprint vouchers for one campaign action or the whole plan |
| Export ROI | Download the current ROI table as CSV |
| Calculate ROI | Trigger a new ROI calculation using the latest available data |
| Only show subtotals | Collapse the table to campaign/category/global subtotal rows |
| Send reminder | Open Targeted Delivery reminder creation for the selected plan action |
Creating Channel Reminders from ROI
Use reminders when Customers already received a plan coupon but need a follow-up before expiration or when pacing is below forecast.
- Open ROI by Plan for a delivered plan.
- Find the campaign action that needs a reminder. Use Budget delivered vs. forecasted (%), Delivered (%), Total redemption (%), and channel columns to identify underperformance.
- Click Send reminder on the action row.
- The Targeted Delivery reminder form opens in plan reminder mode, preloaded with the campaign action context and existing reminder count.
- Configure the reminder channel and message. For email and SMS, ensure the message content, email subject/template, and channel credits are available.
- Send or schedule the reminder.
- Return to ROI later and run Calculate ROI again to include updated reminder counts, reminder cost, and downstream redemption behavior.
Use the Budget delivered vs. forecasted (%) column as your primary pacing indicator. At 100%, you are delivering exactly as forecast. Significantly below 100% signals redemption underperformance — consider a promo reminder to re-engage recipients.
Configuration
ROI tracking is automatic for all Intelligent Delivery campaigns. The control group percentage is configured per company instance:
| Setting | Description |
|---|---|
| Control group % | Percentage of eligible audience held out; set in Configuration → Plans → General |
| Reporting lag | Reports reflect data in near real-time; full attribution finalizes after campaign end |
| ROI calculation schedule | Optional plan setting that schedules ROI recalculation on selected dates |
| Channel columns | Optional visibility for email/SMS delivery and reminder cost metrics |
Contact your Customer Success Manager to adjust control group settings.