Visitors are people who have interacted with your brand but are not yet customers. Because they haven't converted, Optimove does not hold profile data for them the way it does for your customers — and they can only be reached through triggered campaigns.

For this reason, the way Optimove measures the success of campaigns sent to visitors is different from the key performance indicators (KPIs) you see for triggered and scheduled campaigns sent to customers. Instead of customer-level profile metrics, visitor campaigns are measured with three dedicated KPIs focused on registration, conversion, and return activity.

This article explains what the three Visitor Campaign KPIs are, how each one is calculated, and how to use them to see whether your campaigns are moving visitors toward becoming customers.

What Are Visitor Campaign KPIs?

Visitor Campaign KPIs are the three metrics Optimove uses to measure the impact of triggered campaigns sent to visitors. They tell you whether your campaigns are helping visitors sign up, take a key action, and keep coming back:

• Visitor Registrations — the number of visitors who completed their registration on a specific date
• Visitor Conversions — the number of visitors who completed a key conversion action (such as a first deposit or first purchase) on a specific date
• Visitor Return Visits — the total number of return visits made by visitors within the selected period

The outcome: a clear, at-a-glance view of whether your visitor campaigns are driving sign-ups, conversions, and ongoing engagement.

How These KPIs Are Calculated

Each KPI is calculated automatically from visitor activity data for the date or period you're viewing. You don't need to configure anything — the values update as visitors register, convert, and return.

How is each KPI counted? The three KPIs are measured as follows:

• Visitor Registrations: counts each visitor whose registration date matches the selected date. This shows how many new visitors signed up on a given day.
• Visitor Conversions: counts each visitor whose first conversion action — such as a first deposit or first purchase — matches the selected date. This shows how many visitors took a significant step toward becoming a paying customer.
• Visitor Return Visits: adds up the total number of sessions and visits recorded for your visitors across the selected period. This shows how often visitors are coming back.

Because these metrics are based on visitor activity rather than customer profile data, they focus on behavior — registering, converting, and returning — rather than on customer-level attributes.

Using These KPIs to Measure Visitor Conversion

If your goal is to see whether a campaign makes visitors convert, watch Visitor Conversions against the days your campaign was active. A rise in conversions on and after send indicates the campaign is moving visitors toward a first deposit or purchase. Pair it with Visitor Registrations to see how many visitors are signing up, and Visitor Return Visits to gauge whether your campaign is keeping visitors engaged over time.

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