Key Success Metrics for AMP Campaigns

Why Measure AMP Campaign Success?

With AMP for Email, marketers can deliver dynamic and interactive messages—like embedded forms, product carousels, and mini-surveys—right inside a subscriber’s inbox. While these features can significantly boost user engagement, it’s crucial to track the right metrics to:

• Understand user behavior and interactions with your dynamic elements.
• Continuously optimize for better conversions and overall campaign performance.
• Diagnose deliverability or engagement issues early.

In short, measuring success goes beyond generic opens and clicks; it encompasses how effectively recipients engage with the dynamic components that make AMP emails so powerful.

Core Email Metrics 

CleverTap’s Email Stats dashboard provides a comprehensive view of your campaign’s performance. For general email-specific metrics, here’s our ultimate guide. For AMP specific metrics read on. 

AMP-Specific Engagement Indicators

While the above metrics are standard for all email campaigns, AMP campaigns introduce interactive features that merit closer scrutiny:

1. In-Email Form Submissions
   • Track how many users complete forms (e.g., surveys, event RSVPs) directly within the email.
2. Carousel Interactions
   • If you use amp-carousel to showcase multiple products or images, measure how often recipients navigate through the slides.
3. Live Content Interaction
   • If your AMP email fetches real-time data (e.g., latest news, available inventory), evaluate user interactions or subsequent clicks on these dynamic sections.
4. Conversion Rate from AMP Widgets
   • If your AMP campaign has a purchase or sign-up CTA embedded, measure direct conversions from that CTA compared to your fallback HTML.

Pro Tip: Some of these metrics are not automatically tracked by standard analytics. You may need to set up custom events in your platform or use UTM parameters if the action redirects to your website.

Best Practices for Tracking & Optimizing AMP Performance

1. Combine Data Points
   • Don’t just look at open or click rates in isolation. Combine them with conversion metrics and on-email engagement (e.g., form submissions).
2. Set Clear Goals
   • Define what “success” means for each AMP campaign. Is it sign-ups? Survey completions? Product page visits? Use these goals to determine your priority metrics.
3. Leverage A/B Testing
   • Test different AMP elements, subject lines, or fallback designs. Compare key metrics (open rate, CTR, conversions) to see which version resonates better.
4. Maintain List Hygiene
   • Remove inactive or invalid emails regularly to reduce bounce rates and improve overall metrics. A clean list is essential for accurate performance data.
5. Monitor Complaint Thresholds
   • Keep an eye on spam complaint rates. Different ISPs have their own acceptable complaint thresholds (usually around 0.1% to 0.2%). Exceeding them can harm your sender reputation.
6. Iterate Based on Insights
   • Use each campaign’s data to inform the next. If you notice high interaction with an embedded feedback form, consider adding more interactive elements in future campaigns.

7.  Email Domain Health 

• Regularly run audits on the health of your email domain. Check for blacklist issues, bounce spikes, or other domain reputation problems that could impact deliverability.

Conclusion

Tracking the key success metrics for AMP campaigns in CleverTap ensures you’re not only reaching the right audience but also delivering engaging, interactive experiences that drive measurable outcomes. By focusing on core metrics like open rate, click-through rate, bounce rate, and spam complaint rate, alongside AMP-specific interactions like in-email form submissions or carousel engagements, you can gain a holistic view of your campaign’s performance.

If you want to learn more about how AMP for Email works with CleverTap, reach out to us for a personalized demo.