Campaign Performance

Campaign analytics help you understand which outreach sequences and channels are most effective at recovering failed payments. Use these metrics to optimize your dunning campaigns and allocate effort where it drives the most revenue.

Campaign Overview Table

The campaign table on the Analytics page lists every campaign with key performance indicators:

Sort by any column to find your top- and bottom-performing campaigns. If a campaign shows a low recovery rate compared to others, consider adjusting its step timing, channel mix, or template content.

Open Rates and Click Rates

LostChurn tracks delivery events for every message sent through a campaign:

These events are recorded in the communication_log table with timestamps for sent_at, delivered_at, opened_at, clicked_at, and bounced_at. The dashboard aggregates them per campaign step so you can see exactly which step in a sequence is underperforming.

Improving Open Rates

• Subject lines matter — Use the customer's name and mention the specific issue (e.g., "Your subscription payment needs attention")
• Send timing — Respect quiet hours and test different send windows with A/B tests
• Sender reputation — Maintain a clean sender domain with SPF, DKIM, and DMARC configured

Improving Click Rates

• Clear CTA — Every message should have one obvious action: "Update Payment Method"
• Reduce friction — Link directly to the customer portal payment update page with a pre-authenticated session token
• Mobile-friendly — Ensure templates render correctly on mobile devices, where most SMS and push interactions happen

Conversion Rate

Conversion rate measures how many customers updated their payment method or had a successful payment after receiving a campaign message.

Conversion Rate = Customers who recovered after communication / Customers who received at least one message

This differs from the overall recovery rate because it only counts customers who entered the active recovery phase (i.e., silent retries were exhausted and dunning was triggered). A high campaign conversion rate combined with a high silent retry rate means your recovery program is working well at both stages.

Conversion by Step

Each campaign step has its own conversion contribution. Typically:

• Step 1 (first email or SMS) drives 50 -- 60% of campaign recoveries
• Step 2 (follow-up reminder) drives 20 -- 30%
• Steps 3+ (escalation) drive the remaining 10 -- 20%

If most conversions happen at Step 1, your initial message is effective. If conversions are spread evenly, customers may need multiple touches before acting — consider shortening the delay between steps.

A/B Test Results

When a campaign step includes A/B variants, the dashboard displays test results with statistical confidence indicators.

What You Can Test

Reading A/B Test Results

The A/B Test Results panel shows each variant with:

• Impressions — Number of customers assigned to this variant
• Conversions — Number of customers in this variant who recovered
• Conversion Rate — Conversions / impressions as a percentage
• Statistical Confidence — Whether the result is statistically significant (typically requires 95%+ confidence before declaring a winner)

Acting on Results

Once a variant is declared the winner:

1. Update the campaign step to use the winning template or configuration
2. Archive the losing variant
3. Start a new test with a different hypothesis to continue improving

Campaign Comparison

To compare two or more campaigns side by side:

1. Navigate to Analytics and set your desired date range
2. Review the campaign table, which lists all campaigns with their metrics
3. Sort by Recovery Rate or Revenue to rank performance

When comparing campaigns, keep in mind that different campaigns may target different trigger types. A campaign triggered by Card Expiring will naturally have a higher recovery rate than one triggered by Payment Failed with terminal decline codes, because the underlying population is different.

Best Performing Templates

Identify your top templates by looking at which campaign steps have the highest click and conversion rates. The attribution data table on the Analytics dashboard shows recent recoveries with their attributed channel and recovery type, letting you trace back to the template that drove the conversion.

Tips for optimizing templates:

• Personalize — Include the customer's name, the failed amount, and the subscription they are about to lose
• Create urgency — Mention when access will be suspended if payment is not updated
• Offer help — Link to support or the customer portal for customers who need assistance
• Keep it short — SMS messages should be under 160 characters; emails should be scannable in under 30 seconds

Channel Effectiveness Comparison

The Channel Attribution donut chart on the Analytics page shows how recovered revenue breaks down by recovery method. Use this to compare channel effectiveness:

Multi-Channel Strategy

The most effective recovery programs use multiple channels in sequence:

1. Silent retry first — recovers 30 -- 40% with no customer contact
2. Email as the first active touch — professional, detailed, low friction
3. SMS as a follow-up — catches customers who missed the email
4. Push / WhatsApp for escalation — reaches customers through alternative channels

See Campaigns Overview for guidance on setting up multi-channel sequences, and Slack Notifications for configuring internal alerts when high-value campaigns complete.

Next Steps

• Recovery Metrics — Understand recovery rate, MRR saved, and time-to-recover in depth
• Creating Campaigns — Build and configure dunning campaigns
• A/B Testing — Set up split tests to optimize campaign performance
• How Automatic Recovery Works — Review the full recovery pipeline from webhook to resolution