How to Use Salesforce Marketing Cloud’s Standard Reporting

By Chester Bullock, Mark Pollard

Discover was a pricey add-on when it was introduced a few years ago because its reports are more flexible and customizable than standard reports. Now that Discover is available out-of-the-box, you might think that standard reports would become obsolete.

However, many people depend on the standard reports for their day-to-day work, and the standard reports will remain available. Even for a new user, standard reporting can be a useful tool. Although not as flexible and customizable as Discover reports, the standard reports are a convenient way to quickly get to tried-and-true metrics that marketers have been using for years.

To get to the standard reports, log in to your Salesforce Marketing Cloud account, pause your mouse pointer over Analytics Builder, and select Reports from the list that appears. Standard reports and Discover reports are available in the same catalog, but you can filter based on whether a report is a standard report.

There are too many standard reports to list here, but a description of each report appears next to the report name in the report catalog.

Running a report

You run the standard reports in the same way, regardless of the actual type of report:

For numbered lists, you have one action or one related group of actions per step. So, for example, Step 1 has two actions but there’s no intervening text so you’re okay. You also need to keep the steps linear, without having the reader jump over a step (as happens in Step 2).

  1. In the toolbar on the Reports screen, click Catalog, and then click the Create button for the report you want to run.
  2. In the Create Report window, fill out the parameters of the report.
    You usually indicate a date range and possibly other limits. All reports with dates ask you to specify the time zone and culture code. These fields control the display of dates on the report. Dates on the report appear converted to the time zone that you indicate and in the format used by the culture you indicate with the culture code. For example, in the United States, we use MM/DD/YYYY, but another country might use DD/MM/YYYY.

    If the following message appears at the top of the Create Report window, the report is too large for your browser window or takes too long to generate:

    This report cannot be viewed as a web page. You must choose another delivery option from the Results page after submitting these parameters.

    You can get the report by email or FTP, as shown in Step 4.

  3. Click Submit.
    If you didn’t receive the message in Step 2, the report appears in your browser window and you’re finished. If you did receive the message, continue with Step 4.
  4. Decide whether you want to receive the report by email or by FTP:
    • For email, click the Email Results button (envelope icon). The Email Report Results window appears. Complete the information in this window and click Save.
    • For FTP, click the FTP Results button (two arrows icon). The FTP Report Results window appears. Complete the information in this window and click Save.

Subscriber Engagement report

The Subscriber Engagement report shows which subscribers are most engaged with your emails by listing the number of emails delivered to, opened by, and clicked by the subscriber.

Subscriber Engagement Report
A sample Subscriber Engagement report.

You tell the report the following:

  • The date range for which you want to see data.
  • The lists to which you want to limit the data. You can choose All Subscribers if you don’t want to limit the report to a particular list.
  • The percentage of the subscribers to include in the report.
  • How many emails the subscriber must have received to be included in the report. (Subscribers who have received only a few emails can look like they have high engagement, but it is an anomaly from a small sample size.)

The report displays the subscribers, listed in high-to-low order by the click-to-sent ratio. Marketers use this report to identify their rock-star subscribers. This is a good group of subscribers to reward with exclusive special offers, for example.

Because of its size, this report can’t be viewed in your browser window, so you need to send it to your email address or to an FTP site.

Recent Email Sending Summary report

The Recent Email Sending Summary report shows high-level information about your email sends over a certain period of time.

Recent Email Sending Summary report
A sample Recent Email Sending Summary report.

For this report, you specify the following:

  • What date range for which you want to see data.
  • Whether to include single sends. A single send is the sending of an individual email by the API, such as a confirmation message after a person fills out a form on your website.

The report displays all your email jobs for the date range you specified. Marketers use this report periodically to establish a benchmark and to check progress against that benchmark over time. It’s also a useful diagnostic tool if you suspect that your email sends are completing too slowly or not at all.

Account Send Summary report

The Account Send Summary report shows a count and a rate of every possible kind of response a subscriber can have to your emails.

Account Send Summary report
A sample Account Send Summary report.

You tell the report the date range, whether to exclude single sends, and whether to exclude jobs in which tracking was suppressed.

The report displays 40-some fields of information about deliveries, bounces, opens, clicks, forwards, and more. Because of its size, this report can’t be viewed in your browser window, so you need to send it to your email address or to an FTP site.

Email Performance for Domains report

The Email Performance for Domains report lets you evaluate email send results for each domain sent to in a single send.

Email Performance for Domains report
A sample Email Performance for Domains report.

You tell the report which email send you want to evaluate. The report displays a circle graph that shows you to which domains the email was sent. You can also see the open, click, bounce, and unsubscribe rates for each of the domains.