"Messages" is Frakture's catch-all term for the many, well, messages — of many types, across many channels — that you send to your supporters.

Social media posts, Google ads, texts, and email blasts are different in their particulars, but at the end of the day each of them is standardized to our messaging infrastructure because they have a common concept: a certain missive, sent to a certain audience, at a certain time, and usually meant to drive a certain (hopefully measurable) action.

At Frakture we aim for a balance between lumping and splitting: at least some associated message performance metrics — things like views/impressions, clicks, and contributions — are common to virtually every message type. Other metrics, like unsubscribes or video plays, might be more particular to a very specific message vehicle but are still worth retrieving. Still others, like the most arcane among Facebook's hundreds of ad metrics, do not reach the warehouse.

All of the following types of data appear in the Frakture warehouse as messages:

• Emails
• Ads
• Social Media
• Text/mobile
• CRM page performance*

Each message stream — and it's very common for clients to have several message streams per warehouse — hits Frakture not as a single flat table, but as several related tables gathered into optimized views that roll up raw tables.

In these report-ready views ending with summary or summary_by_dateyou'll see the label of the message, the publish_date for when it was sent or first released, the campaign it was associated with, and a variety of associated performance metrics. For a more detailed description of message tables and views, see here.

Per-Message Revenue

Quite often the most important metric for a given message is how much money it raised.

Naturally, you can get this figure from Frakture. In fact, you might be able to get it twice. 😲

Understanding the different revenue figures per message is essential to getting the most out of your data. It can be confusing at first, but there's good reason for us to provide you with the two alternatives.

Frakture will (attempt to) find two different counts and sums of transactions for your messages:

• What we call the reported revenue, which is what the source system tells us is the message's revenue (e.g., in an email performance report). You'll find these figures on your messages summary as revenue and transactions.
• What we call the attributed revenue, which is what Frakture calculates based on source codes among the transactions streams that we pull. You'll find these figures on your messages summary as attributed_revenue and attributed_transactions.

In a perfect world there'd be no daylight between these two sets of figures. And then, there's this world.

Reported revenue has some important limitations. You can go deep into the weeds on this topic, but briefly: