Use reporting signals in Microsoft Viva Amplify to understand campaign performance

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.  

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.  

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.

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:

1. Select Group by and Channel to organize the data by endpoints.

2. Then select Breakdown by and Location to get the details of the viewers' office locations.

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.

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 download

You can download the data in the form of a CSV file for both:

• The aggregate campaign level, including all the Unique Viewers and Promotions data

• 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.