Get a clear understanding of the Duel dashboard with this guide. It includes definitions of key terms and metrics, such as total members, active members, revenue, social metrics, and earned media value.
The dashboard provides a quick overview of your programme's performance, with all the statistics being filterable by date and audience, such as group or tier.
Once you select your preferred date range and audience, you can further analyse the data and export it as a CSV by hitting the export button.
Overview
| Title | Definition |
|---|---|
| Total Members | Total number of advocates in the programme(s) |
| New Members | The number of new advocates that joined within the specified date range. |
| Active Members | The number of advocates who have completed a task or had a purchase attributed to them (by having one of their referral codes or affiliate links used) |
| Checked-in Members | The number of advocates who have logged into the platform |
| Task Impressions | The total number of views on tasks (opening task) |
| Task Completions | The total number of completions of tasks (tasks that have been accepted/auto moderated) |
Revenue
| Title | Definition |
|---|---|
| Promotions | The total value of orders that have been made through members redeeming a rewards code. |
| Referrals | The total income of orders that have been made using a referral code powered by Duel. |
| Affiliates | The total value of orders that have been made through users clicking a member’s affiliate link. |
| (Rewarded) Loyalty | The total value of orders processed through your E-Commerce that have been made by a member using the same email address as is associated with their profile within Duel. |
| UGC Links | The total value of orders that have been made through a Member’s “Shop for this” button within the UGC gallery on your eCommerce homepage and then purchasing. |
Exclude Unrewarded Orders
Selecting the option to exclude un-rewarded orders in the dashboard affects the referral revenue numbers by removing any revenue generated from orders that are not rewarded. This includes orders such as self-referrals or loyalty orders when loyalty is not enabled/incentivised.
Social
| Title | Definition | Notes |
|---|---|---|
| Social Posts |
The number of social post action steps completed within the selected date range. See more reading on action steps here. |
These include TikTok, Instagram, Facebook, Pinterest, YouTube, Twitch, and Social Evidence (Instagram reels, stories, and YouTube Shorts). |
| Social Reach | Duel calculates the potential reach of the above social posts. This is calculated as the number of posts x the number of views. If views aren't available then the follower count is used. | Facebook Pages and Facebook account reach is only calculated if the friends/followers are provided by the members. |
| Reactions | The total number of reactions across all social post action steps. | These are tracked upon task submission and updated once more 7 days later. |
| Comments | The total number of comments across all social post action steps. | These are tracked upon task submission and updated once more 7 days later. |
| Social Follows | Number of task completions of the social follow action step (advocates following a brand) |
Earned Media Value (EMV)
Earned Media Value (EMV) is currently calculated from Facebook, Instagram & TikTok social post actions steps.
The number takes into consideration the quantity, reach and engagements of your advocates’ social posts. This is inputted alongside cost per mille, adjusted reach and cost per click across Facebook & Instagram, for which we are benchmarking against current industry standards.
EMV is not included in a brands total revenue figures
See below for the current industry standards, which are frequently assessed and updated.
These figures can also be updated at a brands discretion speak to your Brand Success Manager.
Calculations
Earned Media Value (EMV) is calculated for each individual post, and the total value displayed on the dashboard represents the cumulative sum of these individual EMV calculations.
EMV comprises two key components: Cost Per Mille (CPM) and Cost Per Click (CPC).
To calculate CPM:
- If the number of views for a post is available, we use the following formula: Views / 1000 * CPM value (for instance, $10.80 for Instagram).
- If the number of views is not available, the calculation shifts to: (Followers * Engagement Rate) / 1000 * CPM value (again, $10.80 for Instagram).
To calculate CPC:
Is done using the formula: (Reactions + Comments) * CPC value.
Exporting Data
To carry out analysis, or to view the more granular statistics that lie behind the overview numbers on the dashboard, including stats broken down by task, you can export the dashboard data as a .csv spreadsheet.
Begin by clicking 'Export data' near the top-right of the dashboard.
Revenue Attribution Hierarchy
If an order appears in multiple channels (i.e. ORDER123 is in Promotions and Loyalty), the priority of allocation will be the following:
- Promotions
- New Referrals & Affiliates (RnA) (if self referral, then add it in Loyalty)
- Task Referrals (if self referral, then add it in Loyalty)
- Loyalty
- UGC Galleries
For example, if Referrals & Affiliates revenue was listed as £100, but £150 inc. overlapping order, this means that £50 of this revenue has taken priority within the Promotions revenue.
💡 You are able to check the box in the top right corner to exclude any revenue made through unrewarded loyalty. Some brands choose not to reward their members for spending on their eCommerce, so you have the option to check this box and remove this loyalty from the total revenue.
Video Walkthrough