Response analysis is a statistical analysis of the response to a performance marketing promotion showing how the various elements of the promotion (list / traffic source, creative, offer) performed. The response analysis usually includes gross response by list / traffic source, creative, and offer and may also include net response information, such as the number of cash orders, unpaid credit orders, and paid credit orders. A thorough response analysis is the key to successful performance / direct marketing.

Synonyms: conversion analysis