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      Compare publication performance analytics

      Learn how to easily compare publication analytics. Optimize content performance, perfect for campaign tracking, A/B testing, and multi-market comparisons.

      Available_in ENT EARLY ACCESS

      EARLY ACCESS: If you're interested in using this feature and you're on the Enterprise plan, please reach out to your success manager, who will activate this for you.

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      Welcome to the guide on comparing publication analytics! This feature allows you to directly compare the performance of different publications to extract insights and make data-driven decisions.

      In this article:

      What does this feature do?

      With the publication comparison tool, you can analyze the performance of up to two publications side-by-side with your original, all within the analytics dashboard. It helps you:

      • Understand how this year’s Christmas campaign performed compared to last year’s.
      • Compare this week’s brochure to last week’s to track trends.
      • Evaluate the same content’s performance in different markets.
      • Identify the “winner” in A/B testing scenarios.

      This feature removes the need for manual effort, such as exporting data to spreadsheets, and visualizes insights directly within the platform.

      How to use the comparison tool

      Step 1: Access the Analytics Dashboard

      1. Navigate to your Publication List.
      2. Click the graph icon next to the publication you want to analyze. This will take you to its analytics dashboard.

      Step 2: Add a Comparison

      1. In the analytics dashboard, click the ‘Add Comparison’ button in the top right

      2. Use the dropdown menus to:
        • Select the group and/or collection if relevant.
        • Type or select the publication(s) you want to compare with the original.

      Step 3: Select Date Ranges

      Ensure the date ranges are aligned for each publication so the comparison reflects accurate and relevant data.

      Step 4: Analyze the Results

      The dashboard will automatically display a comparison view, including key metrics such as:

      • Opens
      • Page Views
      • Average Engagement Time
      • Bounce Rate
      • Clickthrough Rate
      • Device breakdown

      You can view insights graphically to easily identify trends and performance differences.

      You can also compare the engagement on the link and product clicks.

      Tips for getting the most out of comparisons

      • Align Date Ranges: ensure you’re comparing similar timeframes to get accurate insights.
      • A/B Test Effectively: use the tool to identify the most engaging content by comparing A/B test results here (we will be integrating it into AB testing directly soon).
      • Consider other variables that can impact the analysis: it is key to consider how other variables could impact results as you are not comparing exactly the same content or context. For example:
        • Did each piece of content get the same marketing push?
        • Did each piece of content reach the same audience? 
        • Consider the time the different pieces of content were online.
        • Consider the varying lengths of each piece of content to define the right metrics to look at. 
      In the example above, although both publications were published for exactly one week each, one publication was much longer. That is why the graphs only display information for one publication after page 22. The number of page views metric will not be as relevant here either. Still, the trend can be analyzed visually. The bounce rate and click-through rate will be more informative. 

      Examples of Use Cases

      Multi-brand releases

      Compare publications released simultaneously across different regions or markets to evaluate how they resonate with your audience.

      Publication-to-publication tracking

      Analyze how a current release performs compared to its predecessor to identify what worked and what needs improvement. Remember to adjust the date range!

      Campaign Performance Analysis

      Evaluate the success of special campaigns (e.g., “Holiday Specials”) against regular brochures.

      Engagement Trends

      Track engagement over time by comparing metrics like opens, page views, and clicks across publications.

      Frequently Asked Questions

      Can I compare more than two publications at a time?

      Currently, you can compare up to two publications alongside the original. Let your success manager know your use case to help feedback on improvements to the tool.

      What happens if the date ranges don’t match?

      The comparison tool will still display data, but misaligned date ranges may lead to inaccurate insights. Always ensure the date ranges are relevant. Let your success manager know if you need support in the analysis.

      Can I compare whole groups or specific products or pages?

      At this time, the tool compares publications as a whole. Let your success manager know your use case to help feedback on improvements to the tool.