Analytics & reporting
Analytics & reporting: measure impact without third-party cookies.
The PBM Campaign Platform measures every participation of a customer in a campaign – from first contact to goal. To do so, it uses personal access codes and self-signed links instead of third-party cookies. So you can see which channel, which brand and which argument works – including for the letter.
Campaign Wiederanlage Leben 2026
- Brand All
- Channel All
- Period 30 days
- Participants[VALUE]
- LP logins[VALUE]
- Micro-goals[VALUE]
- Macro-goal “Appointment”[VALUE]
The problem
Why do many teams not know which campaign works?
Because measurement ends where it gets interesting: after the click, with the letter, with the adviser.
“We count opens. We don’t see closings.”
Goals instead of clicks.
Micro- and macro-goals show the whole path.
“The letter has gone out. And then?”
Measurable via the login.
The access code in the letter leads to the personal landing page.
“We need two days for the report.”
The campaign explains itself.
On request, an AI summarises progress and causes in plain language.
Measuring without third-party cookies
How does the PBM Campaign Platform measure without third-party cookies?
Through its own routes instead of third-party cookies. Customers log in to their landing page with a personal access code, and the platform signs all tracking links itself. Each response is thus assigned to the correct participation – without ad networks in between.
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Access code instead of recognition – The code is in the letter or the email. For financial and insurance data, at least two factors are required for access, such as the code and date of birth.
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Self-signed links – Each link contains a signed token instead of a customer or contract number. Counting up or guessing leads nowhere.
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The letter becomes measurable too – not via the post, but via the login that follows it.
Participation
What exactly is measured?
The PBM Campaign Platform measures per participation – that is, per run of a customer through a campaign. If Ms Hoffmann takes part in two campaigns, two separate histories are created.
Events per participation
- Open
- Click
- Login
- Landing page visit
- Time spent
- Goal reached
Opens are a weak signal. Login, time spent and goals reached are more meaningful.
Goals & funnel
How does the PBM Campaign Platform show the path to closing?
With micro- and macro-goals that you define per journey. Micro-goals are intermediate steps, such as “landing page login” or “argument read”. The primary macro-goal, such as “appointment arranged”, ends the journey with the status “converted”. Attribution goes to the last contact before the actual time of closing.
- Participants
- Landing page login
- Argument read
- Appointment arranged
Campaign Wiederanlage Leben 2026
- Brand All
- Channel All
- Period 30 days
- Participants[VALUE]
- LP logins[VALUE]
- Micro-goals[VALUE]
- Macro-goal “Appointment”[VALUE]
Funnel · micro → macro
- Participants
- LP logins
- Micro-goals
- Appointment arranged
Channel comparison · LP logins
- All
Exit reasons
- converted38%
- completed · payout22%
- completed · no response27%
- left segment13%
Explain your Campaign
- In this campaign, the letter variant leads to a login more often than the email.
- The ‘tax advantage’ argument is read the longest.
- In the South region, many participations end with ‘displaced’ – a higher-priority campaign is running in parallel there.
Exit reasons
Why do customers leave a journey?
The PBM Campaign Platform answers this for every exit with exactly one reason – analysable instead of free text. This lets you distinguish success from attrition and attrition from rules.
- completed
- converted
- Goal reached
- Left segment
- Access lapsed
- displaced by a more important campaign
- Error
Example
Many “left segment” exits in a churn prevention journey can mean that customers had already renewed their contract before the campaign reached them.
Compare
Does the letter work better than the email – and better in Cologne than in Bonn?
The insights show this per campaign, per brand and per channel. Filters for brand, channel and period put the same campaign side by side. Each person only sees analytics for the customers they are allowed to see – advisers their segment, head office its brands.
Multichannel: email, letter, landing page, SMS Roles, permissions & approvals
- Brand Autohaus Muster Köln
- vs.
- Brand … Bonn
Channel comparison · LP logins
- Autohaus Muster Köln
- … Bonn
Lead scoring
How can you tell which customer is warm right now?
By the lead score. It condenses a customer’s responses into a points value – based on a points model that you define yourself. Older responses count for less over time. Every value can be broken down: you can see where each point comes from.
Two levels: a score per campaign and a score per customer across all campaigns.
Usable in the journey: for example, “notify adviser at 60 points or more”.
AI forecast optional: on request, an AI forecast supplements the points model. It can be switched off; the points model then applies.
Marlene Hoffmann
Demo dataLead score 72
Why 72?
| Response | Points |
|---|---|
| Landing page login | +20 |
| Argument read > 2 min | +25 |
| Click on ‘Choose appointment’ | +30 |
| Time decay | −3 |
| Lead score | 72 |
Forecast · optional · can be switched off
For advisers
What does the adviser see before she picks up the phone?
The customer card: which campaign the customer is taking part in, what they did last and how high their score is. When a customer reaches a goal, a reporting AI agent can notify the responsible adviser. She calls when the time is right – not when the list says so.
Marlene Hoffmann
Campaign participations
Life reinvestment 2026Step: landing page visited
ActiveActivities
- 03 Feb 06:00Letter delivered (time-based)
- 05 Feb 18:12LP login · two-factor ✓
- 05 Feb 18:15“Tax advantage” argument read (2:40 min)
- 05 Feb 18:16Lead score 72 ↑ Sample data
Actions
AI that reports
Can I simply ask my campaign what’s going on?
Yes. The AI functions of the PBM Campaign Platform read analytics and explain them in plain language. They report – they do not act.
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AI
Conversational Insights
Ask in your own words: “Why did the campaign perform worse at Bank A than at Bank B?”
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AI
“Explain your Campaign”
Three sentences on what went well, what didn’t and why – for everyone without an analytics background.
Explain your Campaign
- In this campaign, the letter variant leads to a login more often than the email.
- The ‘tax advantage’ argument is read the longest.
- In the South region, many participations end with ‘displaced’ – a higher-priority campaign is running in parallel there.
Example · demo data“Explain your Campaign”: the AI explains the campaign’s key figures in three sentences. Demo data. -
AI
Daily Digest
A short overview every morning: anomalies, warm leads for advisers, pending approvals.
All AI functions can be switched off. Every AI action is logged.
Your campaign overview, Friday 25 September
- AnomalyOpens for the Köln brand today well below average
- 14 warm leads for advisers
- 1 piece of content awaiting approval
Paid media
Do advertising platforms learn which campaigns lead to closings?
Yes, if you want them to – server-side and only for customers with advertising consent. The PBM Campaign Platform reports goals reached back to advertising platforms; identifiers are hashed beforehand. The platform does not place ads itself.
- Identifiers hashed
- yes
- transferred without consent
- 0
- last synchronisation
- 06:00
Where measurability makes the difference
Frequently asked questions about analytics & reporting
How does the PBM Campaign Platform measure success without third-party cookies?
Via personal access codes and self-signed links. Customers log in to their personal landing page with a code, and every tracking link contains a token signed by the platform instead of a customer number. Each response is thus assigned to the correct participation, without ad networks in between.
Can a letter campaign be measured?
Yes, via the login that follows the letter. The letter contains a personal access code for the landing page. When the customer logs in there, the PBM Campaign Platform assigns this to the participation. The platform does not evaluate delivery confirmations from the postal service.
What are micro- and macro-goals?
Micro-goals are intermediate steps on the way to closing, such as a login on the landing page. Macro-goals are the actual results, such as an arranged appointment. In the PBM Campaign Platform, the primary macro-goal ends the journey with the status “converted”.
How does lead scoring work?
Lead scoring in the PBM Campaign Platform is a rule-based points model that you define yourself. Responses such as clicks, logins or goals reached earn points; older responses count for less over time. Every score can be broken down. An AI forecast can optionally supplement it and can be switched off.
Do advisers see the analytics for all customers?
No. Analytics follow the same visibility rules as customer data. In the customer card, advisers see their own segment, and head office sees the brands assigned to it.
Does the PBM Campaign Platform transfer data to advertising platforms?
Only if you set it up, and only for customers with advertising consent. The platform can report audiences and goals reached to advertising platforms server-side; identifiers are hashed beforehand. A withdrawal immediately removes the customer from audiences. The platform does not place ads.