Marketing Operations Reporting Best Practices for Marketing Cloud Next

Marketing operations reporting is the discipline of monitoring the systems that enable marketing to function, as distinct from monitoring the performance of marketing itself. A campaign can be brilliantly designed and still fail if the data feeding it is poor quality, the identity resolution is misconfigured, or the sending domain is degraded.

This guide covers what operations reporting to implement, how to review it, and how to use it to prevent operational problems from compounding.

The Two Categories of MOps Reporting

Programme health metrics measure whether your campaigns are running correctly:

• Active campaign count and status
• Send delivery rates and bounce rates
• Unsubscribe rates and spam complaint rates
• Conversion tracking accuracy (are conversion events being captured?)

Platform health metrics measure whether the underlying infrastructure is functioning:

• Data Cloud data stream sync status (are all streams running and current?)
• Identity resolution run status (is Unified Individual count stable and reasonable?)
• Segment count and evaluation status (are segments evaluating correctly?)
• Data Cloud credit consumption trend (are you on track within your annual allocation?)