[IMP] marketing: RST upgrades for metrics doc

closes #5399

X-original-commit: 6f02a0a
Signed-off-by: Zachary Straub (zst) <zst@odoo.com>
Signed-off-by: Kevin Scannell (ksc) <ksc@odoo.com>

Author: samueljlieber

content/applications/marketing/marketing_automation/advanced/understanding_metrics.rst

@@ -2,79 +2,86 @@
 Understanding metrics
 =====================
 
-Metrics are detailed statistics that measure the progress (and success) of marketing campaigns.
-When creating marketing activities in a workflow, Odoo will visually display various metrics
-related to the campaign with graphs and data.
+Metrics are detailed statistics that measure the progress and success of marketing campaigns. When
+creating marketing activities in a workflow, Odoo visually displays various metrics related to the
+campaign with detailed graphs and in-depth data.
 
-Consider the following example:
+.. example::
+   A typical line graph in a marketing automation workflow showcasing the success rate of an email.
 
-.. image:: understanding_metrics/commercial-prospection-campaign-example.png
-   :align: center
-   :alt: An example of a marketing automation campaign in Odoo.
+   .. image:: understanding_metrics/commercial-prospection-campaign-example.png
+      :align: center
+      :alt: An example of a marketing automation campaign in Odoo.
 
-In this case, the :guilabel:`Target` of this campaign is set to :guilabel:`Lead/Opportunity` and
-was narrowed down to only focus on the Leads (or Opportunities) whose :guilabel:`Tag Name` contain
-a value of `product` and they *also* have an email address set up in the database.
+In this case, the :guilabel:`Target` of this campaign is set to :guilabel:`Lead/Opportunity`, and
+was narrowed down to *only* focus on the leads (or opportunities) whose :guilabel:`Tag Name`
+contains a value of `product` — and *also* have an email address set up in the database.
 
-Beneath the filter nodes, Odoo will display how many records in the database fall into the
-previously-specified criteria filter. In this example, there are 18 records in the database that
-match the criteria.
+Beneath the filter nodes, Odoo displays how many records in the database fall into the
+previously-specified criteria filter.
 
-.. image:: understanding_metrics/marketing-automation-lead-filters.png
-   :align: center
-   :alt: Lead generation filters used to refine records on marketing automation campaigns in Odoo.
+.. example::
+   Below, there are 18 records in the database that match the criteria.
 
-At the top of the marketing automation form, there are a series of smart buttons. The
+   .. image:: understanding_metrics/marketing-automation-lead-filters.png
+      :align: center
+      :alt: Lead generation filters used to refine records on automation campaigns in Odoo.
+
+At the top of the marketing automation campaign form, there are a series of smart buttons. The
 :guilabel:`Participations` smart button in this example indicates that, out of those 18 records, 25
 have become participants. In other words, they have matched the criteria, and have already
 interacted with the campaign in one way or another.
 
 .. note::
    :guilabel:`Records` represent a real-time number. Therefore, while the workflow is running,
-   changes in opportunity records (deletions, additions, adjustments) may occur. This means there
-   will be real-time updates to the number of :guilabel:`Records`, but such updates do *not* change
-   the number of :guilabel:`Participants`, as the metric *will not* exclude opportunities that have
-   already been set as :guilabel:`Participants` before - Odoo will just add new ones. That's why
-   the number of :guilabel:`Records` can be different from the number of :guilabel:`Participants`
-   from time to time.
+   changes in opportunity records (deletions, additions, or adjustments) may occur.
+
+   This means there will be real-time updates to the number of :guilabel:`Records`, but such updates
+   do *not* change the number of :guilabel:`Participants`, as the metric *will not* exclude
+   opportunities that have already been set as :guilabel:`Participants` before — Odoo just adds new
+   ones.
+
+   That's why the number of :guilabel:`Records` can be different from the number of
+   :guilabel:`Participants` from time to time.
 
 .. image:: understanding_metrics/campaign-records-vs-participants.png
    :align: center
    :alt: Difference between real-time record count and total participants on a markeing campaign.
 
 Whenever the system runs, updating numbers and triggering actions, it will look at the
-:guilabel:`Target` model, and check if new :guilabel:`Records` have been added (or modified),
-which always keeps the flow up-to-date.
+:guilabel:`Target` model, and check if new :guilabel:`Records` have been added (or modified), which
+always keeps the flow up-to-date.
 
 .. note::
-   The filter here is applied to *all* activities. Leads that lose that specific :guilabel:`Tag`
-   in the meantime will be excluded from later activities.
+   The :guilabel:`Filter` here is applied to *all* activities. Leads that lose that specific tag
+   (`product`) in the meantime will be excluded from later activities.
 
 .. tip::
    Filters can also be applied to individual activities, in the :guilabel:`Domain` section of the
-   activity pop-up form. Use this feature to specify an individual filter that will only be
-   performed if the records satisfy *both* filter criteria - the activity filter and its specific
-   domain filter.
+   :guilabel:`Activity` pop-up form. Use this feature to specify an individual filter that will
+   *only* be performed if the records satisfy *both* filter criteria — the activity filter and its
+   specific domain filter.
 
-   (*Example*: when configuring an SMS activity, make sure a certain phone number is set,
-   in order to avoid triggering a SMS that would never be sent.)
+.. example::
+   When configuring an SMS activity, make sure a certain phone number is set, in order to avoid
+   triggering a SMS that would never be sent.
 
    .. image:: understanding_metrics/individual-filter-to-activity.png
       :align: center
       :alt: A relevant targeting filter that applies to a type of individual activity.
 
-:guilabel:`Success` represents the number of times the searching for participants - who match the
-criteria filter(s) of that activity - was performed successfully, in relation to the total number
-of participants. If a participant does *not* match the conditions, it will be added to
-:guilabel:`Rejected`.
+:guilabel:`Success` represents the number of times that the searching for participants — who match
+the criteria filter(s) of that activity — was performed successfully, in relation to the total
+number of participants. If a participant does *not* match the conditions, it will be added to the
+:guilabel:`Rejected` number.
 
 .. image:: understanding_metrics/participant-matching-success-vs-rejected.png
    :align: center
    :alt: Overview showing participants who do or do not match filtering criteria on an activity.
 
-Hovering over the graph, Odoo displays the number of successful and rejected participants, per day,
-over the last 15 days.
+Hovering over the graph on an automation activity block, Odoo displays the number of successful and
+rejected participants, per day, over the last 15 days.
 
 .. note::
-   Whenever a new record is added to the :guilabel:`Target` model, it will automatically be added
-   to the workflow, and it will start the workflow from the beginning (:guilabel:`Parent Action`).
+   Whenever a new record is added to the :guilabel:`Target` model, it's automatically added to the
+   workflow, and it will start the workflow from the beginning (:guilabel:`Parent Action`).