Campaign analytics can feel overwhelming. Open rates, click rates, conversion funnels, cohort comparisons — it is easy to drown in dashboards and still not know whether your campaign actually worked. Here is the good news: for personalized discount campaigns, three numbers tell you most of the story, and Randio puts all three right in the finished-campaigns table — redemption, revenue per catalog, and AOV — so you do not have to do the math yourself.

The three metrics that matter

1. Redemption rate

What it is: the share of catalogs that turned into orders (orders ÷ catalogs). Randio shows this as the Redemption column for each finished campaign.

This is your core conversion metric. It tells you what percentage of customers who received a personalized catalog actually made a purchase. A catalog that was sent but never converted cost you a catalog with no return.

What counts as a good redemption rate varies a lot by segment, product, and how warm the audience is — a VIP re-engagement campaign and a cold first-buyer campaign will not land in the same place, and that is fine. Rather than chasing a universal number, use the pattern as a rough guide:

  • A low rate usually points at the audience or the offer — a customer group that is too broad, or discounts that do not feel compelling to the people you sent to.
  • A healthy rate for your store is best defined against your own past campaigns. Once you have a few finished, you will know what "normal" looks like for each segment.
  • A very high rate is worth a second look — make sure the conversions are not coming from discounting so deep that the orders lose money.

2. Revenue per catalog

What it is: how much each catalog earned back (revenue ÷ catalogs). Randio shows this as the Rev / catalog column.

This is your efficiency metric. Each catalog is one catalog spent on one customer, so revenue per catalog tells you what that spend returned. It is the cleanest way to judge whether a campaign was worth running, independent of how big it was.

Revenue per catalog is the single best metric for comparing campaigns against each other. It normalizes for campaign size, so a 50-person campaign and a 500-person campaign can be compared directly.

3. Average order value (AOV)

What it is: the average size of orders attributed to the campaign (revenue ÷ orders). Randio shows this as the AOV column — for Randio-attributed orders specifically.

The useful move is to compare that number against your store's overall AOV, which you can read in your Shopify admin analytics. If campaign AOV sits above your store average, the curated catalog is helping people build larger orders. If it sits below, customers may be cherry-picking a single discounted item and nothing else.

When campaign AOV is running low, quantity limits can stop a few units from being stacked, and curating your pool toward products that naturally pull others into the cart tends to help.

Vanity metrics to stop watching

Email open rate (alone)

Open rate in isolation tells you nothing actionable. It is a measure of your subject line and send timing, not your offer quality. More importantly:

  • High opens + low conversion = Your subject line is working but the offer is not compelling. Try deeper discounts, different products, or a different strategy.
  • Low opens + high conversion = Your subject line needs work, but customers who do open are finding exactly what they want. Improving the subject line could significantly increase revenue without changing anything else.

Open rate is useful as a diagnostic tool in combination with conversion rate. By itself, it is noise.

Total revenue (without context)

A campaign that generated $5,000 in revenue sounds great — until you realize you sent 2,000 catalogs to get there. That is $2.50 per catalog. Another campaign generated only $800 but used 50 catalogs: $16 per catalog. The smaller campaign was dramatically more efficient.

Randio tip

After each campaign, check redemption first — it tells you whether the offer landed at all. Once redemption looks healthy for that segment, shift your attention to revenue per catalog and AOV: you have the conversions, now the question is how much value each one carried.

What to do with the numbers

Redemption running low for the segment

Try these adjustments, one at a time:

  1. Narrow your customer group. A smaller, better-targeted group almost always outperforms a broad blast.
  2. Revisit discount depth — relative to what this audience is used to seeing from you, the offer may not feel like enough.
  3. Change the product collection. You might be showing products that do not resonate with this segment.
  4. Adjust campaign duration. Too short and people miss it; too long and urgency disappears.

Redemption running unusually high

Good problem to have, but worth investigating:

  1. Check your margins. Very high conversion at deep discounts can mean you are giving away more than you need to.
  2. Ease the discount back a little and see if conversion holds. If it does, you had room to spare.
  3. Consider whether this customer group would buy without a campaign. VIP customers might purchase anyway — you could be training them to wait for discounts.

Campaign AOV below your store average

Customers are buying less per order through the campaign than your store typically sees. This usually means they are grabbing one discounted item and nothing else. Counteractions:

  • Include a mix of high and low margin products in your strategy
  • Show fewer products at deeper discounts rather than many products at shallow discounts
  • Consider whether quantity limits would help concentrate value

Compare campaigns, not days

Resist the urge to check results daily. A campaign that looks dead on day one might finish strong — especially since the built-in reminder goes out near the end and often pulls in a late wave of orders. Wait until the campaign has fully completed before drawing conclusions. Compare finished campaigns to each other, and let each one run its full course. That is how you build a data-informed strategy instead of chasing noise.