Update campaign and broadcast documentation

_analytics-reporting-attribution/campaign-reporting.md

@@ -3,10 +3,10 @@ languages: ["en", "es"]
 
 en:
   title: Campaign reporting
-  description: Learn how to read delivery, engagement, conversion, and attributed-revenue metrics for a delivered campaign.
+  description: Learn how to read a campaign's summary, delivery funnel, message performance, conversions, and attributed revenue.
 es:
   title: Reportes de campaña
-  description: Aprende a interpretar las métricas de entrega, interacción, conversión e ingresos atribuidos de una campaña entregada.
+  description: Aprende a interpretar el resumen, el embudo de entrega, el rendimiento de los mensajes, las conversiones y los ingresos atribuidos de una campaña.
 
 permalink: campaign-reporting
 permalink_es: reportes-de-campaña

_campaigns/campaign-best-practices.md

@@ -0,0 +1,19 @@
+---
+languages: ["en", "es"]
+
+en:
+  title: Campaign best practices
+  description: Make better decisions about campaign goals, audiences, channels, content, timing, testing, and measurement.
+es:
+  title: Buenas prácticas para campañas
+  description: Toma mejores decisiones sobre objetivos, audiencias, canales, contenido, horarios, pruebas y medición.
+
+permalink: campaign-best-practices
+permalink_es: buenas-practicas-campanas
+
+layout: guide
+topic: campaigns
+popular: false
+---
+
+{% translate_file campaigns/campaign-best-practices.md %}

_campaigns/campaigns-overview.md

@@ -2,11 +2,11 @@
 languages: ["en", "es"]
 
 en:
-  title: Campaigns and broadcasts overview
-  description: Understand when to send a one-time campaign and what to check before launch.
+  title: Campaigns overview
+  description: Understand the campaign lifecycle and when to use campaigns instead of playbooks or routes.
 es:
-  title: Resumen de campañas y broadcasts
-  description: Entiende cuándo enviar una campaña puntual y qué revisar antes de lanzarla.
+  title: Resumen de campañas
+  description: Entiende el ciclo de las campañas y cuándo usarlas en lugar de playbooks o rutas.
 
 permalink: campaigns-broadcasts-overview
 permalink_es: resumen-campanas-broadcasts

_campaigns/creating-a-campaign.md

@@ -3,10 +3,10 @@ languages: ["en", "es"]
 
 en:
   title: Create a campaign
-  description: Build, target, review, and send a campaign to your audience.
+  description: Choose channels and audiences, compose and test the message, then review, schedule, and send a campaign.
 es:
   title: Crea una campaña
-  description: Crea, segmenta, revisa y envía una campaña a tu audiencia.
+  description: Elige canales y audiencias, redacta y prueba el mensaje, y luego revisa, programa y envía una campaña.
 
 permalink: creating-a-campaign
 permalink_es: crear-una-campaña

_config.yml

@@ -71,6 +71,7 @@ collections:
     order:
       - campaigns-overview.md
       - creating-a-campaign.md
+      - campaign-best-practices.md
     output: true
   audience:
     order:

_i18n/en.yml

@@ -12,7 +12,7 @@ getting-started:
   title: Start Here
   description: Launch Hellotext in the right order, from setup to your first useful sends.
 campaigns:
-  title: Campaigns & Broadcasts
+  title: Campaigns
   description: Plan, send, and measure one-time messages to selected audiences.
 audience:
   title: Audience & Segmentation

_i18n/en/analytics-reporting-attribution/analytics-overview.md

@@ -6,11 +6,11 @@ This section connects three related questions:
 - Which customer actions happened after the message?
 - Which revenue was attributed to Hellotext?
 
-## Campaign and broadcast reports
+## Campaign reports
 
 Campaign reports help you review delivery, engagement, clicks, conversions, replies, and attributed revenue for a one-time send.
 
-Use campaign reporting when you need to evaluate a broadcast, compare message performance, or decide what to improve before the next campaign.
+Use campaign reporting when you need to evaluate a campaign, compare message performance, or decide what to improve before the next campaign.
 
 Keep reading: [Campaign reporting]({% link _analytics-reporting-attribution/campaign-reporting.md %}).
 

_i18n/en/analytics-reporting-attribution/campaign-reporting.md

@@ -1,49 +1,95 @@
-Campaign reports show delivery, engagement, attributed purchases, and attributed revenue for a delivered campaign. Use them to compare messages and channels, inspect customer activity, and understand which orders were linked to the campaign under Hellotext's attribution methodology.
+Campaign reports are generated automatically after delivery. They bring together message delivery, tracked engagement, attributed purchases, and attributed revenue so you can understand both what happened and what to improve next.
 
-To open a report, go to **Campaigns** and select a delivered campaign. Reports are available after a campaign has been delivered.
+To open one, go to **Campaigns**, open the delivered campaigns view, and select a campaign.
 
-## Select the report period
+## Choose the reporting period
 
-The report opens with the **First 14 days** preset. You can change the date range to inspect a different period.
+The report opens with **First 14 days** selected. You can switch to the first 7 or 30 days, or choose a custom range.
 
-The report period controls which activity appears in the report. It does not extend the attribution window used to decide whether an order belongs to the campaign.
+The selected period updates the metrics, chart, funnel, message results, revenue breakdowns, and recent activity together. It filters when those results were recorded; it does not change the attribution window used to decide whether a purchase belongs to the campaign.
 
-## Read the main metrics
+A campaign message can remain listed even when its results fall outside the selected range. In that case, its row can show zero values until you choose a period that includes its activity.
 
-* **Revenue:** active revenue attributed to the campaign during the selected report period.
-* **ROI:** attributed campaign revenue divided by the estimated cost of delivering its messages.
-* **Conversion:** attributed purchase count divided by delivered messages.
-* **Revenue/msg:** attributed campaign revenue divided by delivered messages.
+## Read the campaign summary
+
+The four summary cards answer different questions:
+
+* **Attributed revenue:** how much revenue came from purchases attributed to this campaign during the selected period.
+* **Average ROI:** attributed revenue divided by the estimated cost of delivering the campaign messages.
+* **Conversion:** attributed purchases divided by delivered messages.
+* **Revenue/message:** attributed revenue divided by delivered messages.
+
+Select a card to update the chart and see how that metric changed over time. Conversion is based on attributed purchases and delivered messages; it is not the percentage of people who clicked and then purchased.
+
+## Follow the delivery funnel
+
+The **Campaign delivery funnel** moves through four stages:
+
+* **Sent:** campaign messages dispatched during the selected period.
+* **Delivered:** messages that reached customers.
+* **Engaged:** delivered messages that produced at least one tracked link click during the period. This is a count of engaged messages, not the total number of clicks.
+* **Conversion:** purchases attributed to the campaign. Its percentage uses attributed purchases divided by delivered messages, matching the summary conversion metric.
+
+Use the funnel to find where performance changes. A large difference between sent and delivered points to delivery or contactability. Strong delivery with little engagement points more toward the audience, message, or call to action.
+
+## Compare campaign messages
+
+The **Messages** section shows the date and preview of each campaign message, followed by:
+
+* **Delivered:** messages successfully delivered.
 * **CTR:** tracked clicks divided by delivered messages.
+* **Average ROI:** attributed revenue divided by estimated delivery cost.
+* **Conversion:** attributed purchases divided by delivered messages.
+* **Revenue/message:** attributed revenue divided by delivered messages.
+* **Revenue:** revenue attributed to that message.
+
+This lets you compare the actual messages without mixing click performance with purchase performance. A message can have a healthy CTR but a weaker conversion rate if customers click without completing a purchase.
+
+## Understand time to conversion
+
+**Time to conversion** shows how long it took attributed sales to happen after the campaign launched, using ranges such as the same day, 1–3 days, 4–7 days, and later periods.
+
+The report period filters when the attributed sale was recorded. A sale can therefore appear days after message delivery while still belonging to the campaign under the applicable attribution rules.
+
+## Compare revenue by channel and segment
+
+**Attributed revenue by channel** shows how attributed revenue is distributed across the available messaging channels. Use it to see which channel contributed more revenue, not just which one delivered more messages.
+
+**Attributed revenue by segment** shows the distribution across customer segments when segment data is available. Treat small samples carefully before applying the result to a future audience.
 
-Conversion is not the percentage of unique clicks that purchased. It uses attributed purchases and delivered messages.
+## Review recent activity
 
-## Compare delivery and broadcasts
+**Recent activity** lists tracked customer events associated with the campaign during the selected period. You can search for a customer or activity and open an event to inspect more detail.
 
-The delivery funnel shows how messages progressed through delivery and engagement. When a campaign has more than one broadcast or channel, the broadcast table helps you compare delivered messages, CTR, ROI, conversion, revenue per message, and attributed revenue.
+An event appearing here does not automatically mean it generated attributed revenue. The purchase still needs eligible customer, order, source, and timing evidence.
 
-## How clicks and deliveries support attribution
+## Separate campaign activity from attribution
 
-A tracked short-link click is active campaign evidence and normally opens a seven-day attribution window from the eligible click. A click is not the only campaign evidence: an eligible campaign delivery can provide passive evidence within the default 24-hour window.
+A tracked short-link click is active campaign evidence and normally opens a seven-day attribution window from the eligible click. A click is not the only possible evidence: an eligible campaign delivery can provide passive evidence within the default 24-hour window.
 
-Hellotext evaluates available source evidence and its precedence before assigning the order. A recognized external marketing source can take precedence over Hellotext evidence. Read [How we attribute sales]({% link _analytics-reporting-attribution/sales-attribution.md %}) for the complete methodology.
+Hellotext evaluates the available evidence and its precedence before assigning a purchase. A recognized external marketing source can take precedence over Hellotext evidence. Read [How we attribute sales]({% link _analytics-reporting-attribution/sales-attribution.md %}) for the complete methodology.
 
-## Explore revenue and activity
+## Turn the report into a decision
 
-Depending on the campaign and available data, the report can also include:
+* **Sent is much higher than delivered:** review consent, reachable customer profiles, channel availability, and delivery problems.
+* **Delivery is healthy but CTR is low:** review audience relevance, message clarity, and the call to action.
+* **CTR is healthy but conversion is low:** review the destination, product availability, offer, and checkout experience.
+* **Revenue is present but ROI or revenue/message is weak:** compare delivery cost, channel mix, and audience quality.
+* **One channel or segment contributes more revenue:** use it as a signal for the next campaign, while accounting for audience size and message volume.
+* **Conversions arrive over several days:** wait long enough before treating the first day's result as final.
 
-* Time to conversion
-* Revenue by channel
-* Revenue by segment
-* Delivery and engagement events
-* Purchases and other tracked customer events
+## When results are missing or unexpected
 
-An event appearing in campaign activity does not automatically mean that it created attributed revenue. The event still needs eligible customer, order, source, and timing evidence.
+First confirm that the selected period includes the campaign activity. Then verify that tracked links and purchase events are available. Supported commerce integrations can send purchase data automatically; custom storefronts can use [Hellotext.js or the API]({% link _developers/tracking-events.md %}).
 
-Supported commerce integrations can send purchase data automatically. For custom storefronts and events, use [Hellotext.js or the API]({% link _developers/tracking-events.md %}).
+If activity is still missing, follow [Troubleshoot missing signals or activity]({% link _troubleshooting-deliverability/troubleshoot-missing-signals-or-activity.md %}).
 
 ## Related guides
 
+* [Create a campaign]({% link _campaigns/creating-a-campaign.md %})
+* [Campaign best practices]({% link _campaigns/campaign-best-practices.md %})
+* [Campaigns overview]({% link _campaigns/campaigns-overview.md %})
 * [Tracking links in campaigns and journeys]({% link _developers/tracking-on-campaigns-and-journeys.md %})
 * [Using tracked links]({% link _analytics-reporting-attribution/tracked-links.md %})
+* [How we attribute sales]({% link _analytics-reporting-attribution/sales-attribution.md %})
 * [Analytics overview]({% link _analytics-reporting-attribution/analytics-overview.md %})

_i18n/en/analytics-reporting-attribution/tracked-links.md

@@ -14,3 +14,9 @@ You can look at our client-side <a class="active" href='https://github.com/hello
 An eligible click on a tracked link is active attribution evidence and normally opens a seven-day attribution window from the click. Tracked links are not the only evidence Hellotext can use: eligible delivery or other passive signals can apply within the default 24-hour window.
 
 Read [How we attribute sales]({% link _analytics-reporting-attribution/sales-attribution.md %}) for source precedence, attribution windows, and examples.
+
+## Related guides
+
+- [Create a campaign]({% link _campaigns/creating-a-campaign.md %})
+- [Campaign reporting]({% link _analytics-reporting-attribution/campaign-reporting.md %})
+- [Message editor overview]({% link _numbers/message-editor-overview.md %})

_i18n/en/audience/audience-overview.md

@@ -30,7 +30,7 @@ Keep reading: [Lists vs. segments]({% link _audience/lists-and-segments.md %}).
 
 Audience data can help you:
 
-- Target campaigns and broadcasts.
+- Target campaigns.
 - Personalize messages with profile properties.
 - Trigger playbooks or branch routes.
 - Understand purchase behavior and product interest.

_i18n/en/audience/consent-and-subscriber-status.md

@@ -107,6 +107,7 @@ Do not override an opt-out just to make a campaign, playbook, or route larger.
 
 ## Related guides
 
+- [Create a campaign]({% link _campaigns/creating-a-campaign.md %})
 - [Audience and segmentation overview]({% link _audience/audience-overview.md %})
 - [Import customer profiles]({% link _audience/import-customer-profiles.md %})
 - [Capture tools overview]({% link _captures/capture-overview.md %})