Track your Referral Program Success with the Gather Dashboard

Understanding your referral program performance is key to a optimising your referral program success. 

Every Gather campaign has a dashboard to assist you in tracking your referral program’s performance over time. The dashboard allows you to track the campaign totals as well as identify performance over specific periods of time, as determined by you. 

In this article we demonstrate the key features of the Gather referral dashboard. The Gather dashboard reports the referral program’s total performance as well as by date. The Gather dashboard is designed to enable to you optimise your referral program enabling you to increase your ROAS and reduce your CPA.

Campaign Overview - totals

The Gather dashboard gives you a high level overview of your referral program, reporting on the following total key metrics.

• Total Number of Advocates - Being the total number of advocates that have enrolled in your referral program.

• Total number of active advocates - Being advocates that have made or initiated a referral since enrolling in your program.

  *HOT TIP* If the ratio of active to total advocates is low, ensure that you have a retargeting email activated (check your campaign preferences). Gather’s integrations with Klaviyo and Mailchimp allow you to send key referral metrics to advocates using the merge tags and liquid variables.

• Total initiated referrals - When email invitations are sent by you, on behalf of your advocates, Gather is reports the number of referrals that have been sent out which are currently not completed. These are pending referrals.

  *HOT TIP* Pending referrals show that your advocates are engaged in your referral program. Consider revising the messaging in your email invitations if this number continues to grow.

• Total number of Successful referrals made - Awesome, your referral program is gaining new members! Convert successfully referred friends into advocates in your referral program using a post purchase call to action.

• Order value from Referred Friends - This is the revenue you have made from friends who have been referred. This allows you to calculate key performance indicators e.g. ROAS. This also helps you consider if the reward structure in your program is optimal.

• All order value from advocates during the campaign - When your enrolled advocates make a purchase from you the value of the order is captured here. This includes sales made with or without a discount code.

Campaign Overview - By Date

In addition to providing information on the total performance of a campaign, you can also track performance for a chosen time period. This allows you to assess performance over a period of time e.g. during a sales event or a specific campaign marketing drive. By looking at performance by date you can make informed decisions around the optimisation of your referral campaign.

Using the date filters, as shown above, Gather shows performance over time for the following:

• Initiated referrals

  The total referrals initiated during a the specified time period are reported. (When sending invitations on your advocates’ behalf).

• Total order value from Referred Friends

  The value of orders, made by referred friends, during the specified time. This allows you to calculate the return on investment of your campaign.

A successful referral program should by monitored to optimise performance. Using the Gather dashboard you can make informed decisions about your program’s design. Read our referral checklist to ensure your campaign is set up for success!