Overview

My Extole is designed to quickly show you the numbers that you need in an easy to use visual way, but sometimes nothing can beat downloading a spreadsheet and crunching the data. This article covers the typical report metrics for a retail Refer A Friend use case.

Please note that your metrics may look different than the examples pictured in this article. The events that occur in your business may be things like account openings, quote submissions, application submissions, account fundings, policy purchases, and subscription purchases.

Key Exports

Program Dashboards: You can export all Campaigns, Promotions, Promotions by Day, and Share Channels as CSVs.
Campaign Dashboards: You can export the Campaign, Promotions, Promotions by Day, and Share Channels as CSVs.

Additional Resources

Export Campaign(s) as CSV (Program & Campaign Dashboards)

Export Campaigns: This shows how your entire program is doing day-by-day, campaign-by-campaign for the date range that you've selected.

Export Campaign: This shows how a specific campaign is doing day-by-day for the date range that you've selected.

Column Name	Description
Period Start	The start date for the period (e.g. day, week, month) in which the data in this row was measured
Period End	The end date for the period (e.g. day, week, month) in which the data in this row was measured
Time Period	The period (e.g. day, week, month) by which the data in this row was measured
Program Label	The label of the program that you are analyzing (e.g. refer-a-friend)
Campaign ID	The ID of the campaign (e.g. 8675309) in which the data in this row was measured
Campaign Name	The name of the campaign in which the data in this row was measured
Impressions (#)	Number of impressions on in-app or onsite promotions or Extole-sent emails* that have been opened (does not include links posted on social channels or untracked sources) *We began counting impressions on Extole-sent emails that consumers opened in May 2020 If there are multiple calls to action on the same page, each one counts as an advocate impression
Promotion Click-Throughs (#)	Number of clicks on in-app promotions, onsite promotions, email promotions, or promotion links posted on social channels
Promotion Click-Through Rate (%)	(Promotion clicks/Impressions) * 100. Promotion Click-Through Rate is the ratio of clicks on promotions to impressions on promotions (Impressions does not include links posted on social channels or untracked sources).
Shares (#)	Number of shares. Note that each "to:" email address counts as a share.
High Quality Shares (#)	If the report is exported and the "Quality Breakdown" filter is selected: Number of shares that are high quality
Share Clicks (#)	Number of clicks on share links
Share-Through Rate (X)	(Share clicks/Shares) * 100. Share-Through Rate is the ratio of clicks on share links to shares.
High Quality Share Clicks (#) OR Rewarded Share Clicks (#)	If the report is exported and the "Quality Breakdown" filter is selected: Number of clicks on share links that are high quality If the report is exported and the "Rewarded Breakdown" filter is selected: Number of clicks on share links that have resulted in a friend reward
High Quality Share-Through Rate (%) OR Share Click Reward Rate (%)	If the report is exported and the "Quality Breakdown" filter is selected: (High quality share clicks/High quality shares) * 100. High Quality Share-Through Rate is the ratio of high quality clicks on share links to high quality shares. If the report is exported and the "Rewarded Breakdown" filter is selected: (Rewarded share clicks/Share clicks) * 100. Share Click Reward Rate is the ratio clicks on share links that have resulted in a friend reward to total clicks on share links.
Registrations (#)	Number of registrations
Registration Rate (%)	(Registrations/Share clicks) * 100. Registration Rate is the ratio of registrations to clicks on share links.
High Quality Registrations (#) OR New to File Registrations (#) OR Rewarded Registrations (#)	If the report is exported and the "Quality Breakdown" filter is selected: Number of registrations that are high quality If the report is exported and the "Visit Type" filter is selected: Number of registrations that are new to file If the report is exported and the "Rewarded Breakdown" filter is selected: Number of registrations that have resulted in a friend reward
High Quality Registration Rate (%) OR New to File Registration Rate (%) OR Registration Reward Rate (%)	If the report is exported and the "Quality Breakdown" filter is selected: (High quality registrations/High quality share clicks) * 100. High Quality Registration Rate is the ratio of high quality registrations to high quality clicks on share links. If the report is exported and the "Visit Type" filter is selected: (New to file registrations/Share clicks) * 100. New to File Registration Rate is the ratio of new to file registrations to clicks on share links. If the report is exported and the "Rewarded Breakdown" filter is selected: (Rewarded registrations/Registrations) * 100. Registration Reward Rate is the ratio of registrations that have resulted in a friend reward to total registrations.
Advocate Rewarded Registrations (#)	If the report is exported and the "Rewarded Breakdown" filter is selected: Number of registrations that have resulted in an advocate reward
Advocate Registration Reward Rate (%)	If the report is exported and the "Rewarded Breakdown" filter is selected: (Advocate rewarded registrations/Registrations) * 100. Advocate Registration Reward Rate is the ratio of registrations that have resulted in an advocate reward to total registrations.
Conversions (#)	Number of conversions
Conversion Rate (%)	(Conversions/Share clicks) * 100. Conversion Rate is the ratio of conversions to clicks on share links.
High Quality Friend Conversions (#) OR New to File Friend Conversions (#) OR Rewarded Friend Conversions (#)	If the report is exported and the "Quality Breakdown" filter is selected: Number of friend conversions that are high quality If the report is exported and the "Visit Type" filter is selected: Number of friend conversions that are new to file If the report is exported and the "Rewarded Breakdown" filter is selected: Number of friend conversions that have resulted in an advocate reward
High Quality Friend Conversion Rate (%) OR New to File Friend Conversion Rate (%) OR Friend Conversion Reward Rate (%)	If the report is exported and the "Quality Breakdown" filter is selected: (High quality friend conversions/High quality share clicks) * 100. High Quality Friend Conversion Rate is the ratio of friend conversions that are high quality to clicks on share links that are high quality. If the report is exported and the "Visit Type" filter is selected: (New to file friend conversions/Share clicks) * 100. New to File Friend Conversion Rate is the ratio of friend conversions that are new to file to clicks on share links. If the report is exported and the "Rewarded Breakdown" filter is selected: (Rewarded conversions/Conversions) * 100. Conversion Reward Rate is the ratio of conversions that have resulted in an advocate reward to total conversions.
Value of Rewarded Conversions ($)	If the report is exported and the "Rewarded Breakdown" filter is selected: Sum of revenue from all conversions that have resulted in an advocate reward
Shipments (#)	Number of purchases shipped
Shipment Rate (%)	(Shipments/Conversions) * 100. Shipment Rate is the ratio of purchases shipped to conversions.
Returns (#)	Number of purchases returned
Return Rate (%)	(Returns/Shipments) * 100. Return Rate is the ratio of purchases returned to purchases shipped.
Friend Revenue ($)	Sum of revenue from all friend events
High Quality Friend Revenue ($) OR New to File Friend Revenue ($) OR Advocate Rewarded Friend Revenue ($)	If the report is exported and the "Quality Breakdown" filter is selected: Sum of revenue from all friend events that are high quality If the report is exported and the "Visit Type" filter is selected: Sum of revenue from all friend events that are new to file If the report is exported and the "Rewarded Breakdown" filter is selected: Sum of revenue from all events that resulted in an advocate reward
Friend Rewarded Friend Revenue ($)	If the report is exported and the "Rewarded Breakdown" filter is selected: Sum of revenue from all events that resulted in a friend reward
Advocate Redeemed Reward Revenue ($)	If the report is exported and the "Rewarded Breakdown" filter is selected: Sum of revenue from all events that used an advocate reward
Friend Redeemed Reward Revenue ($)	If the report is exported and the "Rewarded Breakdown" filter is selected: Sum of revenue from all events that used a friend reward

Export Promotions (by Day) as CSV (Program & Campaign Dashboards)

This shows how the promotional placements are doing for your program or for a specific campaign for the date range that you've selected.

Column Name	Description
Period Start	The start date for the period (e.g. day, week, month) in which the data in this row was measured
Period End	The end date for the period (e.g. day, week, month) in which the data in this row was measured
Time Period	The period (e.g. day, week, month) by which the data in this row was measured
Program Label	The label of the program that you are analyzing (e.g. refer-a-friend)
Campaign ID	If the report is exported from the Campaign Dashboard: The ID of the campaign (e.g. 8675309) in which the data in this row was measured
Campaign Name	If the report is exported from the Campaign Dashboard: The name of the campaign in which the data in this row was measured
Source Type	The type of promotional source by which the data in this row was measured (e.g. link, zone, email)
Source	The specific promotional source by which the data in this row was measured (e.g. global-header, mail-after-purchase)
Impressions (#)	Number of impressions on in-app or onsite promotions or Extole-sent emails* that have been opened (does not include links posted on social channels or untracked sources) *We began counting impressions on Extole-sent emails that consumers opened in May 2020 If there are multiple calls to action on the same page, each one counts as an advocate impression
Promotion Click-Throughs (#)	Number of clicks on in-app promotions, onsite promotions, email promotions, or promotion links posted on social channels
Promotion Click-Through Rate (%)	(Promotion clicks/Impressions) * 100. Promotion Click-Through Rate is the ratio of clicks on promotions to impressions on promotions (Impressions does not include links posted on social channels or untracked sources).
Shares (#)	Number of shares. Note that each "to:" email address counts as a share.
High Quality Shares (#)	Number of shares that are high quality
Email Opens (#)	Number of views of share emails
High Quality Email Opens (#)	Number of views of share emails that are high quality
Share Clicks	Number of clicks on share links
Share-Through Rate (X)	Share clicks/Shares) * 100. Share-Through Rate is the ratio of clicks on share links to shares.
High Quality Share Clicks (#)	Number of clicks on share links that are high quality
Rewarded Share Clicks (#)	Number of clicks on share links that have resulted in a friend reward
High Quality Share-Through Rate (%)	(High quality share clicks/High quality shares) * 100. High Quality Share-Through Rate is the ratio of high quality clicks on share links to high quality shares.
Share Click Reward Rate (%)	(Rewarded share clicks/Share clicks) * 100. Share Click Reward Rate is the ratio clicks on share links that have resulted in a friend reward to total clicks on share links.
Friend Visits (#)	Number of visits to a share destination
Friend Rewards (#)	Number of rewards issued to friends
Registrations (#)	Number of registrations
Registration Rate (%)	(Registrations/Share clicks) * 100. Registration Rate is the ratio of registrations to clicks on share links.
High Quality Registrations (#)	Number of registrations that are high quality
New to File Registrations (#)	Number of registrations that are new to file
Rewarded Registrations (#)	Number of registrations that have resulted in a friend reward
High Quality Registration Rate (%)	(High quality registrations/High quality share clicks) * 100. High Quality Registration Rate is the ratio of high quality registrations to high quality clicks on share links.
New to File Registration Rate (%)	(New to file registrations/Share clicks) * 100. New to File Registration Rate is the ratio of new to file registrations to clicks on share links.
Registration Reward Rate (%)	(Rewarded registrations/Registrations) * 100. Registration Reward Rate is the ratio of registrations that have resulted in a friend reward to total registrations.
Advocate Rewarded Registrations (#)	Number of registrations that have resulted in an advocate reward
Advocate Registration Reward Rate (%)	(Advocate rewarded registrations/Registrations) * 100. Advocate Registration Reward Rate is the ratio of registrations that have resulted in an advocate reward to total registrations.
Conversions (#)	Number of conversions
Conversion Rate (%)	(Conversions/Share clicks) * 100. Conversion Rate is the ratio of conversions to clicks on share links.
High Quality Friend Conversions (#)	Number of friend conversions that are high quality
New to File Friend Conversions (#)	Number of friend conversions that are new to file
Rewarded Friend Conversions (#)	Number of friend conversions that have resulted in an advocate reward
Value of Rewarded Conversions ($)	Sum of revenue from all conversions that have resulted in an advocate reward
High Quality Friend Conversion Rate (%)	(High quality friend conversions/High quality share clicks) * 100. High Quality Friend Conversion Rate is the ratio of friend conversions that are high quality to clicks on share links that are high quality.
New to File Friend Conversion Rate (%)	(New to file friend conversions/Share clicks) * 100. New to File Friend Conversion Rate is the ratio of friend conversions that are new to file to clicks on share links.
Friend Conversion Reward Rate (%)	(Rewarded conversions/Conversions) * 100. Conversion Reward Rate is the ratio of conversions that have resulted in an advocate reward to total conversions.
Advocate Rewards (#)	Number of rewards issued to advocates
Shipments (#)	Number of purchases shipped
Shipment Rate (%)	(Shipments/Conversions) * 100. Shipment Rate is the ratio of purchases shipped to conversions.
Returns (#)	Number of purchases returned
Return Rate (%)	(Returns/Shipments) * 100. Return Rate is the ratio of purchases returned to purchases shipped.
Friend Revenue ($)	Sum of revenue from all friend events
Advocate Rewarded Friend Revenue ($)	Sum of revenue from all events that resulted in an advocate reward
Friend Rewarded Friend Revenue ($)	Sum of revenue from all events that resulted in a friend reward
New to File Friend Revenue ($)	Sum of revenue from all friend events that are new to file
High Quality Friend Revenue ($)	Sum of revenue from all friend events that are high quality
Advocate Redeemed Reward Revenue ($)	Sum of revenue from all events that used an advocate reward
Friend Redeemed Reward Revenue ($)	Sum of revenue from all events that used a friend reward

Export Share Channels as CSV (Program & Campaign Dashboards)

This shows how the share channels are doing for your program or for a specific campaign for the date range that you've selected.

Column Name	Description
Period Start	The start date for the period (e.g. day, week, month) in which the data in this row was measured
Period End	The end date for the period (e.g. day, week, month) in which the data in this row was measured
Time Period	The period (e.g. day, week, month) by which the data in this row was measured
Program Label	The label of the program that you are analyzing (e.g. refer-a-friend)
Campaign ID	If the report is exported from the Campaign Dashboard: The ID of the campaign (e.g. 8675309) in which the data in this row was measured
Campaign Name	If the report is exported from the Campaign Dashboard: The name of the campaign in which the data in this row was measured
Channel	The specific share channel by which the data in this row was measured (e.g. email, Facebook, Twitter, share link)
Impressions (#)	Number of impressions on in-app or onsite promotions or Extole-sent emails* that have been opened (does not include links posted on social channels or untracked sources) *We began counting impressions on Extole-sent emails that consumers opened in May 2020 If there are multiple calls to action on the same page, each one counts as an advocate impression
Promotion Click-Throughs (#)	Number of clicks on in-app promotions, onsite promotions, email promotions, or promotion links posted on social channels
Promotion Click-Through Rate (%)	(Promotion clicks/Impressions) * 100. Promotion Click-Through Rate is the ratio of clicks on promotions to impressions on promotions (Impressions does not include links posted on social channels or untracked sources).
Shares (#)	Number of shares. Note that each "to:" email address counts as a share.
High Quality Shares (#)	Number of shares that are high quality
Email Opens (#)	Number of views of share emails
High Quality Email Opens (#)	Number of views of share emails that are high quality
Share Clicks (#)	Number of clicks on share links
Share-Through Rate (X)	(Share clicks/Shares) * 100. Share-Through Rate is the ratio of clicks on share links to shares.
High Quality Share Clicks (#)	Number of clicks on share links that are high quality
Rewarded Share Clicks (#)	Number of clicks on share links that have resulted in a friend reward
High Quality Share-Through Rate (%)	(High quality share clicks/High quality shares) * 100. High Quality Share-Through Rate is the ratio of high quality clicks on share links to high quality shares.
Share Click Reward Rate (%)	(Rewarded share clicks/Share clicks) * 100. Share Click Reward Rate is the ratio clicks on share links that have resulted in a friend reward to total clicks on share links.
Friend Visits (#)	Number of visits to a share destination
Friend Rewards (#)	Number of rewards issued to friends
Registrations (#)	Number of registrations
Registration Rate (%)	(Registrations/Share clicks) * 100. Registration Rate is the ratio of registrations to clicks on share links.
High Quality Registrations (#)	Number of registrations that are high quality
New to File Registrations (#)	Number of registrations that are new to file
Rewarded Registrations (#)	Number of registrations that have resulted in a friend reward
High Quality Registration Rate (%)	(High quality registrations/High quality share clicks) * 100. High Quality Registration Rate is the ratio of high quality registrations to high quality clicks on share links.
New to File Registration Rate (%)	(New to file registrations/Share clicks) * 100. New to File Registration Rate is the ratio of new to file registrations to clicks on share links.
Registration Reward Rate (%)	(Rewarded registrations/Registrations) * 100. Registration Reward Rate is the ratio of registrations that have resulted in a friend reward to total registrations.
Advocate Rewarded Registrations (#)	Number of registrations that have resulted in an advocate reward
Advocate Registration Reward Rate (%)	(Advocate rewarded registrations/Registrations) * 100. Advocate Registration Reward Rate is the ratio of registrations that have resulted in an advocate reward to total registrations.
Conversion Rate (%)	(Conversions/Share clicks) * 100. Conversion Rate is the ratio of conversions to clicks on share links.
High Quality Friend Conversions (#)	Number of friend conversions that are high quality
New to File Friend Conversions (#)	Number of friend conversions that are new to file
Rewarded Friend Conversions (#)	Number of friend conversions that have resulted in an advocate reward
Value of Rewarded Conversions ($)	Sum of revenue from all conversions that have resulted in an advocate reward
High Quality Friend Conversion Rate (%)	(High quality friend conversions/High quality share clicks) * 100. High Quality Friend Conversion Rate is the ratio of friend conversions that are high quality to clicks on share links that are high quality.
New to File Friend Conversion Rate (%)	(New to file friend conversions/Share clicks) * 100. New to File Friend Conversion Rate is the ratio of friend conversions that are new to file to clicks on share links.
Friend Conversion Reward Rate (%)	(Rewarded conversions/Conversions) * 100. Conversion Reward Rate is the ratio of conversions that have resulted in an advocate reward to total conversions.
Advocate Rewards (#)	Number of rewards issued to advocates
Shipments (#)	Number of purchases shipped
Shipment Rate (%)	(Shipments/Conversions) * 100. Shipment Rate is the ratio of purchases shipped to conversions.
Returns (#)	Number of purchases returned
Return Rate (%)	(Returns/Shipments) * 100. Return Rate is the ratio of purchases returned to purchases shipped.
Friend Revenue ($)	Sum of revenue from all friend events
Advocate Rewarded Friend Revenue ($)	Sum of revenue from all events that resulted in an advocate reward
Friend Rewarded Friend Revenue ($)	Sum of revenue from all events that resulted in a friend reward
New to File Friend Revenue ($)	Sum of revenue from all friend events that are new to file
High Quality Friend Revenue ($)	Sum of revenue from all friend events that are high quality
Advocate Redeemed Reward Revenue ($)	Sum of revenue from all events that used an advocate reward
Friend Redeemed Reward Revenue ($)	Sum of revenue from all events that used a friend reward

My Audiences

Advocate Tiers

Sections and Metrics of Program and Campaign Dashboards

Configuring the Rules of Your Program