Every order in LettrLabs has an Analytics card that shows you how that mailing is performing. This article walks through each metric on the card and what it means, so you can read your results with confidence.
The Five Metrics
Your order's Analytics card always shows the same five metrics, in the same order. Here's what each one tells you:
Revenue: The total attributed revenue from this campaign — the dollar amount in purchases that LettrLabs has matched back to recipients of this specific mailing. For example, if your order shows $1,200 in attributed revenue, that means $1,200 in sales has been traced back to people who received this mail piece.
Conversions: The number of purchases attributed to this mailing. If your order shows 8 conversions, that means 8 separate purchases were matched back to recipients of this send.
Leads: The number of leads generated by this mailing — for example, form submissions, sign-ups, or other lead events tied back to a recipient, depending on how your account's conversion tracking is configured.
ROAS: Short for return on ad spend (here, your mail spend). This is your attributed revenue divided by what the campaign cost. A ROAS of 4, for instance, means every $1 spent on the mailing generated $4 in attributed revenue.
Conversion Rate: The percentage of recipients who converted after receiving this mailing. If 500 people received the mailing and 10 converted, your conversion rate would show as 2%.
Why Your Card Might Look Empty at First
Attribution takes a little time to catch up after a mailing goes out. Recipients need time to receive their mail piece, and then time to respond — so the numbers on your Analytics card build up gradually rather than appearing all at once.
While the data is still being calculated, you may see a message on the card that says something like "Attribution metrics are recalculating. Please check back soon." This is expected and not a sign of a problem.
If you check your order right after a send and the card looks empty, shows zeros, or displays that recalculating message, don't worry — it just means the numbers haven't finished populating yet. Check back later and the metrics will fill in as attribution data comes through.
Where Attribution Data Comes From
These metrics are only as good as the conversion tracking behind them. LettrLabs needs to know what counts as a "conversion" or "lead" for your account before it can attribute any revenue back to a mailing. If your Analytics card consistently shows no activity even well after a send, it's worth checking that conversion tracking is set up correctly for your account — see "Setting Up Conversion Tracking" for how to configure that.
Quick Recap
Revenue, Conversions, Leads, ROAS, and Conversion Rate are the five metrics on every order's Analytics card.
A blank or "recalculating" card right after a send is normal — attribution data takes time to populate.
These metrics depend on conversion tracking being configured for your account.