Analytics
Measure guest engagement, campaign performance, QR scan trends, and conversion outcomes across all your DramGuest activities.
Overview
DramGuest Analytics aggregates data from QR Experiences, SMS Campaigns, and Guest Management into a unified set of reports. Use it to understand which experiences drive the most guest sign-ups, which campaigns convert, and how your guest base is growing over time.
Key Concepts
Dashboard — The Analytics home page showing summary cards and trend charts for the last 30 days. Configurable by date range and brand filter.
Metric — A single measurable value tracked over time (scans, profile creations, campaign clicks, opt-outs).
Funnel Report — A step-by-step conversion view for any QR Experience showing where guests drop off before completing the flow.
Attribution — DramGuest attributes each guest profile creation and each campaign conversion to the source QR Experience or campaign that originated it.
Available Reports
Guest Growth
Found under Analytics > Guests. Shows:
- New guests per day/week/month
- Total opted-in guests (SMS and email separately)
- Churn (opt-outs) over the same period
- Net growth trend
Use the source filter to see which QR Experiences or import batches are driving new guest acquisition.
QR Experience Performance
Found under Analytics > Experiences. For each experience:
| Metric | Description |
|---|---|
| Scans | Total QR code scans |
| Starts | Guests who began the flow after scanning |
| Completions | Guests who reached the final scene or submission |
| Captures | Profiles created or matched during the flow |
| Conversion Rate | Captures / Scans |
The Funnel View tab shows a bar chart of scene-by-scene drop-off for Activation flows.
SMS Campaign Performance
Found under Analytics > Campaigns. Covers both individual campaign detail and cross-campaign comparison. Key metrics:
- Delivery rate (delivered / sent)
- Click-through rate (clicks / delivered) — only for messages containing links
- Opt-out rate per campaign
- Reply rate
The Compare view lets you select up to five campaigns side-by-side to benchmark performance.
Engagement Overview
Found under Analytics > Engagement. Shows the distribution of engagement scores across your guest database as a histogram. Useful for identifying the size of your highly-engaged cohort and the re-engagement opportunity within low-score guests.
The heatmap view shows scan and campaign activity by day-of-week and hour-of-day, helping you identify when your guests are most responsive.
Using Date Filters
All reports support a date range selector in the top-right corner. Available presets:
- Last 7 days
- Last 30 days
- Last 90 days
- Custom range
Reports that show comparisons (e.g., Guest Growth) automatically calculate the equivalent prior period for comparison.
Exporting Reports
Click Export on any report to download a CSV. Exports include all rows for the selected date range, not just the visible page. For scheduled exports, contact your DramWell account manager to set up automated email delivery.
Tips
- Check the Funnel Report for your highest-traffic experiences monthly. A scene with high drop-off often means the asset isn't loading quickly enough or the question is too demanding.
- Low delivery rate on an SMS campaign (below 95%) typically indicates stale or invalid phone numbers in the segment. Run a list hygiene check.
- Engagement Score distribution is the leading indicator of list health. If more than 40% of your guests have scores below 20, prioritize a re-engagement campaign before your next major push.
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