Conversion Tracking: Measuring Your Campaign's Success
4 min readLast updated: February 20, 2026Shipping & Tracking
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One of the most important questions for any marketing campaign: Was the investment worth it? AutoLetter offers built-in conversion tracking that automatically detects whether recipients of your letters place a new order after receiving them. This allows you to evaluate your campaign results based on data.
AutoLetter detects follow-up orders (conversions) automatically by comparing the order data from your connected integrations with the sent letters:
A customer receives a letter as part of your campaign. AutoLetter saves the delivery timestamp and the customer association.
Starting from the campaign's start date, a measurement period begins. All orders placed by letter recipients within this time window are counted as potential conversions.
AutoLetter checks incoming orders in batches of 500 at a time. If a letter recipient places a new order, it is captured as a conversion.
Based on the detected conversions, AutoLetter automatically calculates all relevant success metrics and displays them in the campaign overview.
AutoLetter provides you with the following metrics:
The number of letter recipients who placed a new order after receiving the letter. This number shows you how many customers actually responded.
The percentage of letter recipients who placed a follow-up order, relative to the total number of sent letters. A conversion rate of 5% means that every 20th letter recipient placed an order.
The overall conversion rate across all campaigns. It gives you an overview of the average performance of your letter campaigns overall.
The cost per acquired customer. Calculation: total campaign cost divided by the number of conversions. A low CPA indicates that your campaign is cost-efficient.
The total revenue generated by follow-up orders from letter recipients. This metric shows the direct financial return of your campaign.
The ratio of generated revenue to campaign costs. An ROI of 300% means that for every euro invested, you generated three euros in revenue.
The return of your campaign as a percentage. It considers both the generated revenue and the total costs and gives you a clear statement about profitability.
For conversion tracking to work, the following conditions must be met:
Conversion tracking captures correlations, not causation. If a letter recipient places an order after receiving the letter, it is counted as a conversion -- even if the purchase may have been influenced by other marketing measures (e.g., email, social media). Keep this in mind when interpreting your results.
Conversion data takes time. Since letters must first be printed and delivered, and recipients do not react immediately, you should wait at least 2-4 weeks before evaluating a campaign's results.
Factors that influence the timeframe:
Do not evaluate your campaign too early. Wait at least 2-4 weeks after the last letter was sent to get meaningful conversion data. In the meantime, you can track progress in the campaign overview.
You can find the conversion metrics in the campaign detail view. AutoLetter shows you an overview with all metrics that updates in real time as new order data is processed.