After a broadcast goes out, you can let the agent analyze results such as delivery rate, open rate, and click rate, or you can review them yourself on the broadcast detail screen.
Letting the agent analyze your broadcast results
The fastest way to review your broadcast results and decide what to improve next is to hand it off to the Marketing Agent. In the GOALS model, the Study (analysis and learning) step after a broadcast is the agent's role.
When you ask the agent something like "How did last week's broadcast do?" or "Which of my recent broadcasts got the best response?", it reads the delivery rate, open rate, and click rate, and even suggests improvements worth trying next. This saves you from tallying the numbers yourself and lets you apply what you learn to your next broadcast right away.
If you prefer to check each number yourself, you can review them on the broadcast detail screen by following the steps below.
What you need to use this feature
To check broadcast results, the broadcast you want to review must have finished sending.
- You are logged in to Lumo
- The broadcast you want to review has a status of "Sent"
Checking the broadcast results
Once a broadcast is complete, you can review its result statistics on the broadcast detail screen.
- Click "Broadcasts" in the navigation menu
- From the broadcast list, click the broadcast whose results you want to review
- The statistics appear under "Performance" on the broadcast detail screen
Statistics appear only after the broadcast is complete. If the broadcast has not run yet, no results are shown.
Statistics fields
Under "Performance" on the broadcast detail screen, you can review the overall results of the broadcast using the following metrics.
| Metric | Description |
|---|---|
| Sent | The number of friends the message was sent to |
| Delivery rate | The proportion of delivered messages relative to the number sent |
| Delivered | The number of friends the message was successfully delivered to |
| Open Rate | The proportion of opens relative to the number delivered |
| Opens | The number of friends who opened the message |
| Click Rate | The proportion of clicks relative to the number delivered |
| Clicks | The number of friends who clicked a link in the message |
| Skipped | The number of friends not sent to because there were no products to show. Shown for broadcasts that include a product card using a content feed |
Open rate and click rate are measured for messages that support tracking. When the broadcast itself fails, the performance panel shows "Reach rate, open rate, and click rate are not available because the delivery failed".
If every recipient of a broadcast ends up skipped, you get the in-app notification "A broadcast reached no one". Review the products in the content feed and its fallback products.
Checking each run in the delivery history
For recurring broadcasts, "Delivery history" lists each run with its run time, status, targets, and the sent, opened, clicked, error, and skipped counts. The figures under "Performance" are totals across all runs. A run with the status "Cancelled" was skipped because it was 90 minutes or more past its scheduled time.
Checking results per recipient
Under "Recipients" on the broadcast detail screen, you can check the delivery status for each individual friend.
- Open "Recipients" on the broadcast detail screen
- The list of recipients and the delivery status of each one is displayed
Recipient list fields
| Field | Description |
|---|---|
| Recipient | The friend's name. The registered first and last name appears when there is one, and the LINE display name otherwise (shown as "No name set" when there is neither) |
| Sent at | The date and time the message was sent |
| Delivered at | The date and time the message reached the friend |
| Opened at | The date and time the message was opened |
| Clicked at | The date and time a link was clicked |
| Error reason | Why the delivery failed. Choosing "Error" in the filter shows it in place of the columns from Delivered at through Clicked at |
Filtering and searching recipients
When you are looking for the results of a specific friend, you can filter the recipients that are shown. You can filter recipients by status, such as sent, delivered, opened, clicked, error, and skipped. You can also click the Delivered, Opens, and Clicks numbers under "Performance" to jump to the recipient list filtered by that condition.
Downloading recipient data
You can export the recipient list as a file from "Download CSV". You can open it in spreadsheet software to share the broadcast results within your company or to analyze them further.
The CSV also carries "Email" and "Phone", which the on-screen list doesn't show. On top of that, the following columns are added depending on which external services you have integrated. Use them when you want to line the data up against the customer records in your in-house systems or other tools.
| Column | When it appears |
|---|---|
| "HubSpot Contact ID" | While HubSpot is integrated |
| "Shopify Customer ID" | While Shopify is integrated |
| "Klaviyo Profile ID" | While Klaviyo is integrated |
Friends with no value get a "-" in that cell.
Creating a segment from recipients
You can turn the filtered recipients into a segment as they are. Click "Create segment" above the recipient list, enter a name, and click "Create". For example, filter by "Clicked" first and you get a segment of the friends who clicked this broadcast.
| Create in | What you get |
|---|---|
| "Lumo segment" | A segment whose condition is the selected status on this broadcast. Friends who reach that status later join it automatically. You can change the condition on the segment's edit screen |
| "HubSpot segment" | A new static list in HubSpot containing the recipients that are linked to a HubSpot contact. Available only while HubSpot is integrated. The contacts are added in the background and a notification tells you when it is done. Friends not linked to a contact are not added |
The same works for Auto Send Message recipients. If there are several LINE Official Accounts, choose the account the segment belongs to.
Checking Auto Send Message recipients
Auto Send Messages have a recipient list too, so you can follow who received what just as you would for a broadcast. Open "Recipients" on the Auto Send Message detail screen and you get the sent, delivered, opened, and clicked timestamps side by side. "Download CSV" and "Create segment" work the same way.
Choosing "Error" in the filter puts the reason for the failure in the "Error reason" column. A long reason is cut short on screen, and hovering over it shows the full text.
Someone you sent a LINE Notification Message to may not be a LINE friend. In that case, the recipient cell reads "Notification recipient". When the HubSpot contact ID is known, it appears just below.
Checking A/B test results
With an A/B Test, you can compare the results of each version side by side. When you click an A/B Test broadcast in the broadcast list, the comparison results screen appears.
Comparison metrics
For each version, you can compare results using the following metrics.
| Metric | Description |
|---|---|
| Deliveries | The number of recipients each version was sent to |
| Delivered | The number of messages successfully delivered |
| Opened | The number of opened messages |
| Open Rate | The proportion of opens relative to the number delivered |
| Clicks | The number of clicked links |
| Click Rate | The proportion of clicks relative to the number delivered |
Checking the winning pattern
The pattern that performed better is shown as the "Winning pattern". If the results are equal, it is shown as "Tie". You can switch between the patterns on the screen to compare each one's message content.
Results of broadcasts sent with a LINE Audience
For broadcasts sent with a LINE Audience, the statistics are tallied on the LINE platform side.
- You can check the number of sends in the broadcast list, the details, and the CSV. The reach count comes out the same as the number of sends
- Because no per-recipient record is kept, opens and clicks stay at 0. They also don't appear in the per-link click analysis
- A per-recipient list and the CSV line items are not available
The audiences and demographic conditions you applied are shown under "Delivery Info" on the broadcast detail screen, so you can look back at how a broadcast was narrowed down.
Putting your broadcast results to use
Your broadcast results give you the material to improve your next broadcast. If you are unsure which direction to take, start by asking the agent "How should I improve this broadcast next time?", and you will get suggestions based on the results.
Improving your open rate
When your open rate is not growing, review the following points.
- Change the time of day you send the broadcast
- Reconsider the Segment you are broadcasting to
- Make the first message something that makes people want to read more
Improving your click rate
When your click rate is not growing, review the following points.
- Improve the link wording and the button design
- Make use of a Rich Message or a Card Type Message
- Narrow your audience to a Segment with higher interest
When things don't work
When your broadcast results don't appear as expected, check the following points.
- Statistics don't appear: Check that the broadcast status is "Sent". If the broadcast has not run yet, no statistics are shown
- Open rate or click rate is 0%: Check that you sent the broadcast with a message that supports tracking. Opens and clicks are not measured for messages without links, such as stickers
- The recipient list doesn't appear: Check that the broadcast completed successfully. For broadcasts sent with a LINE Audience, a per-recipient list is not shown