Read campaign results and compare dates

Recorded October 2026. Follow The Friday Letter’s campaign reports from the overview to saved submissions and a CSV export. Core reporting is included in Free; some campaign goals shown in the overview require Pro.

0:00 Understand your campaign results
Your campaigns are getting signups, clicks, and enquiries. What should you improve next? Let’s use The Friday Letter’s reports to understand what happened, compare results fairly, and choose a useful next step.

0:13 Start with the whole picture
Start in Analytics. The overview brings together submissions, offer activity, cart returns, basket additions, and campaign appearances. Here, two hundred and fifteen submissions include newsletter signups, checklist requests, and enquiries. Each goal counts a different action. A cart return or basket addition is not a completed purchase.

0:36 Choose the dates first
Before comparing results, check the report period. Use a completed week so both periods contain the same number of full days. Here, August tenth through sixteenth is compared with the seven days before it. Keep the comparison enabled, apply the dates, and open Grow my email list.

0:54 Read results, appearances and rate
This goal has one hundred and forty-one email submissions from three thousand and twenty appearances: a four point seven percent rate. Shown counts appearances, including repeats. The rate is submissions divided by shown. These are form submissions; confirmed subscriptions and inbox delivery are checked separately in your email service.

1:16 Compare campaigns with the same goal
Campaign contributions shows where those results came from. I’ve narrowed the list to our published Friday Letter campaigns. The welcome popup brings more submissions; the article signup has a higher rate. Different placements reach different readers, so neither number tells the whole story. The new invitation is at fifteen percent, but only three submissions from twenty appearances. Give it more time.

1:41 Did performance improve?
Open the welcome popup to compare it with itself. Its ninety-six submissions are up twenty percent. It was also shown twenty percent more often. The previous week had eighty submissions from two thousand appearances. Both weeks have a four percent rate. The campaign gained more results, while the share of appearances producing a submission stayed the same.

2:03 Check the trend and exact numbers
Use Performance over time to see how the week developed. Switch to Shown, then Rate. The solid line is this period; the dashed line is the previous one, aligned by day. For a precise check, return to Email submissions and open View exact daily numbers. Friday had twenty-one submissions, compared with seventeen the previous Friday.

2:26 Understand screen activity
For a form with several screens, open Screen activity. Here, the details screen was shown twenty-four hundred times, completed ninety-six times, and followed by ninety-six acknowledgement screens. Dismissed counts deliberate closes. These are activity counts, not a unique-person funnel, so don’t subtract them to calculate abandonment.

2:47 Open the saved submissions
To inspect what was actually submitted, choose View submissions. The campaign and date range carry across, giving us the same ninety-six submissions. Open one to check its email, source campaign, date, and recorded consent. This connects the report’s total to the information you can follow up on.

3:07 Keep a report for the next comparison
Back in Analytics, Export CSV saves the report for the selected dates and scope. Keep this week’s report, note the change you make, and compare again after another complete week. If you’re checking a submission you just tested, use Today instead; a completed-day report won’t include it yet.

3:25 Choose one useful change
You now have the full path: overview, goal, campaign, and saved submissions. Choose one meaningful change, like a clearer headline. Keep the audience and comparison periods similar, then read the next results in context.