Using the Updated Campaign ROI Report - Guide (2.7 Release | 10/2023)

This documentation will guide users through the Updated ROI Report and assist in understanding the various data and visualizations held within this Platform report. This updated ROI dashboard can be found in the Marketing Chapter by selecting the specific campaign within Campaign Lists. See the image below for location details.

Within the Campaign List, the user can select the edit icon (shown below),

to the far right to enter Campaign Tracking details and settings for the specific campaign.



Campaign List – Edit Campaign

After selecting the "Edit" icon, the user will be guided through various steps in setting up the Tracking details for the selected campaign. Each tab of the settings are detailed below.


  1. Definition

    The Definition tab, allows the user to select the ‘Campaign Run Period’, the specific dates in which the campaign was active. This date range is an input field that assists the user in quickly viewing the date range the campaign ran, for sorting and organizing from the Campaign List view. *Note, ‘Campaign Run Period’ dates do not impact the tracking period for attribution of new accounts/results, but are simply informational for marketers.

  2. Tracking

    Within the Tracking tab, users can set the ‘Influence Period’ for the specific campaign. Influence Period’ is the timeframe in which new accounts/sales are to be considered for Direct or Related Sales, and those they want to specifically attribute to the targeted communication. The user has the option to track static dates (by selecting Fixed Period) or tracking each target individually based on when they first received the communication (by selecting Evergreen). In the Evergreen setting, the user can set a number of days/months/years the user deems the time period in which attribution should be counted for the campaign. The Evergreen’s relative tracking period supports ongoing campaigns so that marketers can more effectively track targets specific to their campaign entry date.

    Both Tracking Period options are shown below.

Also, within the Tracking tab, users have the ability to select Tracking Criteria, including which Products/Product Groups/Service Groups to be considered as ‘Direct Sales’ similarly to the legacy ROI report. Non-Product can be selected instead for communications that are not product specific. ‘Direct Sales’ are products opened by the campaign’s target group (who also at least opened the communication) during the ‘Influence Period’ that were selected by the user as the ‘Tracking Criteria’ in Campaign settings. ‘Related Sales’ are all other products opened by the campaign’s target group (who also at least opened the communication) during the ‘Influence Period’ that were not selected in the campaign settings.


  1. Cost Input

    The Cost Input tab allows the user to specify costs related to the campaign, based on the client’s created ‘Cost Types’ (as set up in the Cost Manager within Strum Platform).

  2. Save

    The final step in campaign ROI settings is to Save, which will update the reports with recent inputs and return the user to the Campaign List view. From there, the campaign link can be selected to view the ROI report, per the campaign settings.


Campaign ROI - Dashboard

The following sections will walk through each section and new element found within the report and provide further context and detail for the user. Below is an example of the newly, enhanced Campaign ROI Report and dashboard.

The below image provide details/definitions for each section and data element within the Updated Campaign ROI dashboard.

The enhanced Campaign ROI Report contains multiple areas below the KPI bar – Campaign Interaction, Sales Summary and Sales Profile. Each will be individually discussed in the below sections.


Campaign Interaction

The Campaign Interaction section of the ROI report is focused on visualizing specific campaign target/member interaction coming directly from the Marketing Automation system (i.e. Prisma, Braze, Hubspot)


Sales Summary

The Sales Summary section provides visuals that detail the ‘Direct Sales’ and ‘Related Sales’ derived from the campaign target who also viewed/opened it. The visuals, 1) Direct Sales by Product, 2) Direct Sales by Date and 3) Direct Sales by Branch detail the ‘Direct Sales’ (as defined by the tracking criteria in settings) opened by the group of members during the ‘Influence Period’. The bottom visual, Related Sales by Product, is the unique table in this section that details specifically those ‘Related Sales’ opened during the ‘Influence Period’ by the group of members who opened the communication. Each of the visuals within this section allows the user to dynamically select by each variable and this automatically redraws all ‘Direct Sales’ visuals in the Sales Summary and Sales Profile sections. *Note, because the Related Sales visual is specific to related sales accounts, selection in this visual will not directly tie to the ‘Direct Sales’ visuals.


Sales Profile

Each Sales Profile visual distributes the ‘Direct Sales’ # Accounts/# Members/Balances (whichever dimension is selected in the coral drop down bar). This provides the user a profile of the targeted respondent and their direct accounts. *Note, that when a selection is made within any of the Sales Profile visuals, it will directly redraw all Direct Sales visuals within the Sales Summary section, except for the Related Sales by Product visual.