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Direct / Indirect Bookings & Revenue Generated by Marketing Campaigns

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. 

This article will explain the difference between direct and indirect bookings & revenue generated by marketing campaigns. Before we begin, please note the following: 

  • The revenue is generated for appointment and class bookings as well as 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: 

  1. Navigate to Marketing > Campaigns 
  2. 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: Displays the number of failed deliveries. Clicking on the hyperlink will display the name of each recipient.
  • Opened: Displays the number of recipients who opened your campaign. Clicking on the hyperlink will display the name of each recipient.
  • Clicked: Tracks if a link within the campaign was clicked. Displays the number of recipients who clicked on the Book button or link in the campaign. Clicking on the hyperlink will display the name of each recipient.
  • 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. 

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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.  

 

 

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