Use reporting signals in Microsoft Viva Amplify to understand campaign performance
Use reporting signals in Microsoft Viva Amplify to better understand the influence your campaign and corresponding publications are having on readers and people within your organization.
Viva Amplify reporting allows campaign members to see the reach and impact a campaign, or specific publication, has had across all recipients quickly and easily. Viva Amplify reporting centralizes into a single-location user signals from across endpoints and allows reports to be generated with organizational data overlayed to provide more meaningful insight and to help corporate communicators better understand how successful a campaign has been.
Campaign and publication reporting signals definitions
Viva Amplify provides two levels of usage reports: an aggregate of all viewers and promotions for the campaign and individual data specific to a publication.
Publication specific reports have the same high level usage data as the campaign data but publication reports also provide the ability to group by and breakdown results to provide more detailed information.
Signal |
Definition |
Unique viewers |
The number of people who have opened an item in a campaign |
Promotions |
The total number of shares, forwards, and tagged mentions a campaign or publication receives |
Each bar in the graph is shown as a relative size with the other bars. The percentage indicator is the amount attributed to each distribution channel relative to the total addressable audience at the time the publications were published. For example, If the total Unique viewers indicates that 33% have opened a publication and the Outlook distribution channel bar chart indicates 27%, it means that the remaining 6% of viewers have viewed the publication in one or more channels other than Outlook.
View detailed reports for each publication
The detailed report section of the page provides the ability to drill deeper into the usage data available for this specific publication.
The Publication details link shows information about where this publication has been sent/published/posted and the any differences in the publication titles for each unique distribution channel. For example, if the publication was posted in SharePoint with title “Contoso HR welcomes you to Open Enrollment” and the corresponding email subject was “Complete Open Enrollment today” you would see these two different titles in the publication detail.
The Detailed report section of the page provides usage metrics for each distribution channel an item has been published to, and lets you gain insights on audience engagement by understanding how audiences are reacting to this publication.
Reactions
In addition to Views and Promotions, explicit user reactions can be quantified in a detailed report. These include reactions like a thumbs up, a smiley face, and more.
Not all distribution channels provide users the ability to react to content, and even when reactions are possible, different distribution channels use different language or gestures to represent similar user intent. Viva Amplify reports aggregate similar user intentions into three categories: positive, negative, and neutral.
Reaction |
Definitions |
Positive |
Likes, thumbs up, smiley face, heart, across the different publishing destinations are groups as Positive reactions. |
Negative |
Sad face, thumbs down are considered negative reactions and are grouped together |
Neutral |
When the user’s intent is ambiguous, the reaction is classified as neutral. This is different from a user expressing indifference, but that a reaction was recorded by the system, but it is unclear what the user intended to express. For example, “Surprise” reaction without context would be classified as neither positive or negative. |
Filter and organize your reports to customize your view
There are two ways usage data can be viewed; by where the item has been published, or by profile dimension of the viewers. In order to use profile dimensions, Viva Amplify needs to be configured to use Organizational data.
Important: Viva Amplify reporting only shows signals related to profile dimensions from the date of your integration with Organizational data in Microsoft 365. No data from before the integration date will be displayed.
Using a combination of these two ways of viewing data provides the best insights for reach and engagement a particular publication has had in your organization.
For example, to understand if people in Contoso’s Vancouver office saw the publication as an email or on the SharePoint site, you could use the following view:
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Select Group by and Channel to organize the data by endpoints.
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Then select Breakdown by and Location to get the details of the viewers' office locations.
Note: The labels and availability of different organizational data that are available to be used in the Group and Breakdown dropdowns will depend on the organizational data made available by your admin and the way user profiles are defined in your organization.
Term |
Definition |
Distribution channel |
The destination where a publication reaches viewers like SharePoint or Outlook |
Organizational profile dimensions |
Categorizations that depend on the available sources and the settings determined by your M356 administrator such as location, level, title and more. This information is accessed through filtering with Group by and Breakdown by |
Collecting and calculating user signals
Viva Amplify aggregates user signals for licensed Amplify users whenever the users interacts with publications that have been published or posted using Viva Amplify. Distribution channels make user signals available to Microsoft Graph. Viva Amplify collects the signals data from Microsoft Graph and anonymizes when tracking behavior and interactions.
Notes:
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Unlicensed user signals may not be accurately reported.
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Microsoft Graph and internal Viva Amplify reports can contain differing data points depending on the distribution channel because not all distribution channels provide the same level of integration with Microsoft Graph. For example, SharePoint only provides users with positive reaction options, whereas Teams allows positive, negative, and neutral reactions.
Regardless of the available signals, Viva Amplify only stores the count and not the user information. In the event that organizational data is being used to enable the Group by and Breakdown by reporting functionality in the publication detailed reports, anonymized signal data is stored (for example, a manager or a user in location X). In order to avoid campaign members from being able to identify individual users by their behavior, organizational data groups and breakdown options are available only when the number of signals has reached a predetermined threshold.
This table details the different states that campaign members may find when opening the Amplify reports, along with an explanation and description of what the user can expect to see for each state.
Data collection state |
When does this happen? |
What do users see in Amplify? |
---|---|---|
No data yet |
If you try to view the report before any signals have been generated |
The report will appear since the publication has been published, but it will show an empty state. |
Endpoint not used |
A publication isn't sent to all endpoints. For example, it could be sent to Teams but not SharePoint. |
The unused endpoint isn't shown in the report. |
Below threshold |
The total population size is too small, or not enough users have engaged. |
The Group by or Breakdown by category won't appear. Any available signals will be shown in the Other category. |
Profile property is null |
Some users have null for a certain property. |
If user signals are available but the report is grouping or breaking down by a property for which one or more users have null, then an Uncategorized category will appear. |
Data download
You can download the data in the form of a CSV file for both:
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The aggregate campaign level, including all the Unique Viewers and Promotions data
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Quick view data, which is available in the quick view hover card for all the published items in the campaign
When downloading the data for a detailed publication report, the corresponding Unique Viewer and Promotions data specific to the publication being viewed is downloaded as a CSV as well as the data for each distribution channel available in the current view. If the Group by and Breakdown by have been used then the downloaded CSV will reflect the setting and provide only corresponding data.
Note: Using the Filter option doesn't affect the data downloaded to the file. Filters only change the view, while the download provides all the available data available with the current Group by and Breakdown by settings.