All about the performance metrics available to you in Hatch reporting
In this article, we'll cover the metrics and features of Hatch reporting so you can assess your performance and ROI.
Here's a video walkthrough of what we'll cover:
Hatch Reporting
A detailed description of the data available by category is provided below:
Sales:
This dashboard can be used to analyze the count and total value of sales within an organization’s CRM. A sale is attributed to Hatch communication if it meets specific criteria for campaign timing. A sale is included in overall sale totals if it is reflected as a sale in the CRM in the given filter parameters.
Using this dashboard, users can examine sale patterns by campaigns, workspaces, and data sources. Users may also download a full list of attributed sales in a variety of formats to further examine and analyze this sale data.
Common questions answered by sales reports:
- What campaigns are providing the best ROI?
- What lead sources are resulting in sales?
- Which sales reps are emerging as top performers?
Appointments:
This dashboard can be used to analyze the count of appointments within an organization’s CRM. A booked appointment is attributed to Hatch communication if it meets specific criteria for campaign timing. An appointment is included in overall appointment totals if it is reflected as a sale in the CRM in the given filter parameters.
Using this dashboard, users can examine scheduled appointments by campaigns, workspaces, and data sources. Users may also download a full list of attributed appointments in a variety of formats to further examine and analyze appointment data.
Common questions answered by appointment reports:
- What campaigns are resulting in the most scheduled appointments?
- What lead sources result in customers booking an appointment?
Messaging:
This dashboard displays metrics for various communication types, including SMS, emails, voice calls, and voicemails. Total counts are divided into “inbound” (a person → Hatch) and “outbound” (Hatch → a person) communications.
Terms to note:
- Total Calls - Outbound indicates the number of calls sent to a contact by campaign automation
- Total Calls - Inbound indicates the number of calls received by Hatch as a result of of the campaign
- Total Emails - Outbound indicates the number of emails sent to a contact by campaign automation
- Total Emails - Inbound indicates the number of emails received by Hatch as a result of the campaign
- Total Texts - Outbound indicates the number of SMS messages sent to a contact by campaign automation
- Total Texts - Inbound indicates the number of SMS messages received by Hatch as a result of the campaign
- Total Voicemails - Outbound indicates the number of voicemail drops sent to a contact by campaign automation
- Total Voicemails - Inbound indicates the number of voicemails received by Hatch as a result of the campaign
Common questions answered by messaging reports:
- How much inbound activity does Hatch generate?
- What communication methods do our customers prefer?
Campaigns:
This dashboard can be used to analyze the performance of specific campaigns. Metrics include the number of contacts entering and completing campaign as well as the proportion of contacts responding to campaigns for each campaign type.
Terms to note:
- Contacts Launched is the count of unique contacts that were launched into the campaign. A contact counts for Contacts Launched if:
- The contact was launched into the particular campaign
- Contacts Responded is the count of unique contacts that responded to a message from the campaign. A contact counts for Contacts Responded if:
- The contact was launched into the particular campaign
- The contact responded while in the particular campaign
- Response Rate is the percentage of launched contacts launched into the particular campaign that also responded to the particular campaign. It is equal to:
- (Contacts Responded / Contacts Launched) * 100
Common questions answered by campaign reports:
- How many contacts are in each stage of campaign communication?
- Which campaigns generate the most responses or best response rate?
- Can we learn from the language being used in these high performing campaigns?
Opt-Outs:
This dashboard contains data on the count and proportion of contacts opting out in response to campaign communication.
Terms to note:
- Opt-Out Rate is the percentage of contacts responding to an outbound message with a mandatory opt-out word (End, unsubscribe, stop)
- (Inbound Opt-Outs / Outbound Messages) * 100
- Carrier Limit - Carriers have requirements for businesses sending promotional language. If the percentage of opt-outs exceeds a given threshold of overall messages, users risk being labeled as spam or blocked from further messaging
Common questions answered by opt-out reports:
- Which of our campaigns are more prone to opt-out responses?
- What are the targeting criteria or verbiage for each of these types of campaigns?
Users:
This dashboard can be used to analyze the average first response times of specific communication types, Hatch users, campaign types, and workspaces. Metrics include the number of first responses by communication method, average first response time by user, and response times for each campaign and workspace.
Terms to note:
- First Response Time is how fast it takes a user to respond to a contact after that contact responds to a campaign.
- Which Hatch users are responding to contacts most quickly?
- Which campaigns require the highest volume of responses, and how might this impact which messages users are prioritizing?
Month-over-Month:
This dashboard contains trend data and monthly comparisons for the following core metrics:
- Total Sales
- Total Appointments
- Total Messages and Message Types
- Campaign Response Rates
- Total Campaign Launches and Replies
- Opt-Out Rates
- First Response Times
Common questions answered by the month over month report:
- How are metrics performing over time?
- What strategies have been effective in improving these metrics on a monthly or quarterly basis?
- How have internal or external factors impacted these trends?
Funnel:
This dashboard can be used to examine aggregate contact journey data, from initial contact to final sale.
Common questions answered by the funnel report:
- How many contacts reach each stage of the process?
- Where can my organization improve its conversion rate?
This level of data breakouts gives users insight to the full picture of ROI as well as more granular data by category. Plus, these categories can be further filtered to fit user business needs.
FAQs
Frequently asked questions pertaining to Hatch reporting are listed below.
Why can I see a report but another user can’t?
Users may only see reports for organizations they have permission to access. If a user has access to multiple Hatch organizations, they will have the option to apply a filter to view the data of the organization(s) of interest.
Why are certain areas of my reports displayed as blank or “null”?
Blank reporting sections indicate a lack of results. Two scenarios are likely:
- Filters have been applied that narrow results to no values. Remove any selected filters and expand the date range criteria to test whether filters are impacting your view.
- Hatch still needs to configure CRM field names that indicate sales and appointment values. Sales and appointments are recorded based on fields and values within each customer’s CRM. If your sales and appointment pages are blank, it is possible that additional configuration is necessary. Please contact your Account Manager or the Support Team to complete the configuration of the reporting page, and be prepared to provide:
- Field names and values to indicate the date a sale is made and the status(es) indicating a sale within your CRM
- Field names and values to indicate the date an appointment is set and the status(es) indicating a scheduled appointment within your CRM
What is the difference between “Sales/Appointments from Hatch” and “Total Sales/Appointments”?
Total Sale and Appointment calculations reflect all sales or appointments in the organization’s CRM within the given filter parameters.
A sale or appointment is considered attributed to Hatch communication if it meets the following criteria.
A Sale is considered attributed to Hatch communication if:
- The contact was launched into the particular campaign
- The contact has one or more sales
- One of the sales on the contact was created:
- After a message was sent from the particular campaign
- Before a message was sent from any other campaign
- Within 365 days of the message from the particular campaign
An Appointment is considered attributed to Hatch communication if:
- The contact was launched into the particular campaign
- The contact has one or more appointments
- One of the appointments on the contact was created:
- After a message was sent from the particular campaign
- Before a message was sent from any other campaign
- Within 365 days of the message from the particular campaign
How is “first response time” calculated?
First response time is how fast it takes a user to respond to a contact after that contact responds to a campaign.
For example, a contact is put into a campaign, and then that contact responds to the campaign and pops onto the board. The reply time clock starts. It will end when the user replies back to that contact for the first time after a campaign response. Reply time is continuous, meaning it does not pause and resume in relation to business hours. Replies exceeding 60 hours are not included in calculations to avoid outliers that may inflate the average.
Have questions?
If you have any questions about your reporting, click here to have your Account Manager reach out to you.