Location
This report is located in the admin user interface under Reports>Optout Trends.
Summary
Optout Trends shows a statistical data breakdown of user-submitted optouts or "unsub requests" by date compared against clicks and sales traffic at the campaign, affiliate or e-mail creative level. The purpose of the report is to show where an affiliate or a creative generated an overabundance of optouts so networks may react accordingly to further optimize campaign traffic.
Data Presentation
Data may be organized on-screen by toggling between Optouts by Campaign or Optouts by Affiliate tabs.
Data presentation includes both total count summary and optouts per click/sale expressed as a percentage.
As with other HitPath reports, enhanced filtering options are available as standard including date range, individual or grouped affiliates, category individual or grouped campaigns and advertiser.
By Creative data breakdown is based on creative ID and name if one exists.
By Creative data breakdown is based on creative ID and name if one exists.
Campaigns Summary
Campaign Optouts by Affiliate
Campaign Optouts by Date
Campaign Optouts by Creative
Affiliates Summary
Affiliate Optouts by Campaign
Affiliate Optouts by Date
Affiliate Optouts by Creative
Optout Submission:
The report monitors enduser activity based on requests made to the oo/oo.php optout link included with any compliant email creative that was e-mailed by a network affiliate.
e.g. http://affiliate.yourtrackingdomain.net/oo/oo.php?sid=174&agentid=123456&cid=400
The optout link includes three values
sid = campaign ID
agentid = affiliate/publisher ID
cid = creative ID
1. Campaigns using HitPath-managed Optout Pages
2. Campaigns using Third Party-managed Optout Pages
1. Campaigns using HitPath-managed Optout Pages
If the campaign for which the enduser has requested the optout link has been set up to mandate that the HitPath system will manage the optout process, then the enduser will be brought to a page hosted by HitPath
e.g. a click on a link to this URL http://affiliate.yourtrackingdomain.net/oo/oo.php?sid=174&agentid=123456&cid=400
will load the requested page http://affiliate.yourtrackingdomain.net/oo/oo.php?sid=174&agentid=123456&cid=400
This page includes a field for e-mail address entry into which the enduser will input his e-mail address. This e-mail address will be directly added to suppression files hosted by the HitPath system so that future compliant mailings will not be targeted at this enduser.
Due to the presence of sid= agentid= and cid= values in the originally requested optout link, the system can track the campaign for which the e-mail was opted out along with the publisher associated with the optout action and the creative from which this submission came.
2. Campaigns using Third Party managed Optout Pages
If the campaign for which the enduser has requested the optout link has been set up to mandate that a third party will manage the optout process, then the enduser will be subject to a redirection to whatever URL is defined in the "Unsub Link" field at campaign level.
e.g. a click on a link to this URL http://affiliate.yourtrackingdomain.net/oo/oo.php?sid=174&agentid=123456&cid=400 will bring the user to a third-party hosted optout page http://www.advertisersunsub.com/unsubscribe
The third party's submission procedure will then apply and data is not able to be collected by HitPath or therefore automatically added to HitPath suppression lists.
Tracking Optouts in Optout Trend Reporting:
Depending on campaign configuration as described above, the report tracks instances of either optout click-throughs or actual optout submissions.
For campaigns using HitPath-managed optout pages, the total number of "optout clicks" represents a true number of optout submissions per enduser.
For campaigns using Third Party-managed optout pages, the total number of "optout clicks" represents the number of instances when unique users were redirected out to the third party-hosted optout page. In this case, because it can't be tracked the report makes the assumption that the user will go on to actually submit optout data there.
Accuracy of the report therefore can be said to be higher when the campaign optout is managed by HitPath.
This is denoted by a white H symbol on a circular orange background in the Optout Clicks column.
