Here you'll find all the definitions and calculations of data fields used in Insights.
Dimensions
|
Database field reference |
Reporting field name |
Type |
Definition |
|---|---|---|---|
| communication_type | Communication type | string |
The type of communication of an event. MARKETING, SEED, FORWARD, TRANSACTIONAL, REGULAR, TEST |
| contact_id | Contact ID | string | Contact's identifier. |
| conversion_action | Conversion Action | string | Action leading to conversion. |
| conversion_detail | Conversion detail | string | |
| email_address | Email address | string | Messaging system address consisting of a LOCAL_PART, SYMBOL, and DOMAIN_PART. |
| event_date | Event | datetime | Datetime of event. |
| event_datetime | Event Datetime | string | Converts the month to an abbreviated month. Includes other datetime elements of an event. e.g. Apr 04, 2022, 02:18 PM |
| event_id | Event ID | string | Event identifier. |
| event_type | Event type | string | Type of the email event. It can be: emailClick, emailOpen, replyOther, replyCoa, clickStream, assetDownload, emailAttachment, emailBlock, emailBounce, emailOptOut, emailSuppressed, emailConversion, emailForward, emailOptIn or emailSend. |
| message_date | Message | datetime | The date the message was sent. |
| message_datetime | Message Datetime | string | Converts the month to an abbreviation. Includes other datetime elements of a message. ex. Apr 04, 2022, 02:18 PM |
| message_body_type | Message body type | string | Type of the message body, HTML, TEXT, CLICK-TO-VIEW-HTML or CLICK-TO-VIEW-TEXT. |
| refurl | Reference URL | string | The URL reference of the mailing. |
| source | Source | string | Event source. |
| subject_line | Subject line | string | The subject line of the mailing. |
Measures
| Database field reference | Reporting field name | Type | Definition | Calculation |
|---|---|---|---|---|
| attachment_count | Attachments | count | The total number of times an email message was sent with a file attached. | Count of events with event_type: emailAttachments. |
| block_count | Mail blocks | count | The total number of times an email message was rejected. | Count of events with event_type: 'emailBlock'. |
| block_rate | Mail block rate | number | The total number of blocked events received out of the total emails sent, as a percentage. | Block count out of send count, by percentage. |
| bounce_count | Bounced | count | The total number of messages that were rejected by the server. | Count of events with event_type: 'emailBounce'. |
| bounce_count_hard | Hard bounces | count | The total number of messages with delivery failure due to permanent reason, such as misspelled email address or a closed or non-existent account. | Count of events with event_type: 'emailBounce' and event_details: 'H'. |
| bounce_count_soft | Soft bounces | count | The total number of messages with delivery failure due to due to a temporary condition, such as a full mailbox. | Count of events with event_type: 'emailBounce' and event_details: 'S'. |
| bounce_rate | Bounce rate | number | A number of messages that were rejected by the server. There are soft bounces and hard bounces. A soft bounce is a delivery failure due to a temporary condition, such as a full mailbox. A hard bounce is a delivery failure for a permanent reason, such as a misspelled email address or a closed or non-existent account. | The total number of bounced events out of the total emails sent, as a percentage. |
| count | count | count | The total number of email events by event_id. | Count of event_id records. |
| click_count | Clicked (gross) | count |
The total number of times a recipient clicked on a link within an email message. |
Count of events with event_type: 'emailClick'. |
| click_count_unique | Click count (unique) | count_distinct | Count of unique contact_ids by message_id with one click. | Count of unique contact_ids by message_id with one click count. |
| click_rate | Clicked rate (gross) | number |
The total number of click events out of the number of delivered messages. |
Click count out of delivery count, by percentage. |
| click_rate_unique | Clicked rate (unique) | number | The total number of unique clicks out number of delivered events, as a percentage. | Unique click count out of delivery count, by percentage. |
| click_to_open_ratio_unique | Click-to-open rate | number | The unique number clicks out of a unique number of confirmed opens, as a percentage. | Unique click count out of unique open count, by percentage. |
| clickstream_count | Clickstream | count |
The total number of times the recipient clicked on a link while browsing a marketer's website, typically in response to an email. |
Count of events with event_type: 'clickStream'. |
| click_to_view_click_count | Click-to-view clicks | count | The total number of click events with a message_body_type of click_to_view. | Count of events with event_type: 'emailClick' and message_body_type: 'CLICK-TO-VIEW'. |
| click_to_view_open_count | Click-to-view opens | count | The total number of open events with a message_body_type of click_to_view. | Count of events with event_type: ‘emailOpen’ and message_body_type: 'CLICK-TO-VIEW'. |
| gross_total_clicks | Gross total clicks | number | The total number of click events with message_body_types. | Total number of html_click_count, text_click_count, and click_to_view_click_count |
| gross_total_opens | Gross total opens | number | The total number of open events with message_body_types. | Total number of html_open_count, text_open_count, and click_to_view_open_count |
| html_click_count | HTML clicks | count | The total number of click events with a message_body_type of html. | Count of events with event_type: ‘emailClick’ and message_body_type: 'HTML' |
| html_open_count | HTML opens | count | The total number of open events with a message_body_type of html. | Count of events with event_type: ‘emailOpen’ and message_body_type: 'HTML' |
| text_click_count | Text clicks | count | The total number of click events with a message_body_type of text. | Count of events with event_type: ‘emailClick’ and message_body_type: 'TEXT' |
| text_open_count | Text opens | count | The total number of open events with a message_body_type of text. | Count of events with event_type: ‘emailOpen’ and message_body_type: 'TEXT' |
| conversion_count | Conversions | count |
The total number of times a recipient carries out an action as a result of receiving and opening an email message. |
Count of events with event_type: ‘emailConversion’. |
| conversion_rate | Conversion rate | number | The total number of conversion events by number of delivered events, as a percentage. | Conversion count out of delivery count, by percentage. |
| conversion_total | Conversion amount | number | The total revenue reported from your conversions. Converted from the dimension of the same name. |
The dollar amount of conversion amount. |
| delivery_count | Delivered | count |
The total number of times an email message was not rejected by a server. |
The difference between send count and bounce count. |
| delivery_rate | Delivery rate | number | A number of messages successfully delivered to the server divided by the total messages sent (unique records), minus all failures, including hard bounces. | The total number of delivered by the number of sent messages. |
| downloads_count | Downloads | count |
The total number of times a recipent downloads content from an email message. |
Count of events with event_type: ‘assetDownload’. |
| email_restriction_count | Email restrictions | count |
The total number of times an email message wasn’t delivered due to a problem with the message. |
Count of events with event_type: ‘emailRestriction’. |
| email_restriction_rate | Email restriction rate | number | The total number of email restriction events by number of delivered events, as a percentage. | Email restriction count out of delivery count, by percentage. |
| forward_count | Forwarded | number |
The total number of times an email message is sent to a recipient outside of the marketing campaign. |
Count of events with event_type: ‘emailForward’. |
| open_count | Opened (gross) | count |
The total number of times a recipient opened an email message. |
Count of events with event_type: ‘emailOpen’. |
| open_count_unique | Opened (unique) | count_distinct | Count of unique contact_ids by message_id with one open. | Count of unique contact_ids by message_id with one open count. |
| open_rate | Opened rate (gross) | number | The total number of open events by number of delivered events, as a percentage. | Email opens count out of delivery count, by percentage. |
| open_rate_unique | Opened rate (unique) | number | The unique open count by the number of delivered messages, as a percentage. | Unique open count out of delivery count, by percentage. |
| opt_in_count | Opt-ins | count |
The total number of times a recipient agrees to receive messages from a sender. |
Count of events with event_type: ‘emailOptIn’. |
| opt_in_rate | Opt-ins rate | number | The total number of opt-in events by number of delivered events, as a percentage. | Opt-in count out of delivery count, by percentage. |
| opt_out_count | Opt-outs | count | The total number of times a recipient declines to receive messages from a sender. | Count of events with event_type: ‘emailOptOut’. |
| opt_out_rate | Opt-outs rate | number | The total number of opt-out events by number of delivered events, as a percentage. | Opt-out count out of delivery count, by percentage. |
| reply_abuse_count | Abuse complaints | count | An abuse complaint is when a contact marks your email as spam in their email client. | Count of events with event_type: ‘replyAbuse’. |
| reply_abuse_rate | Abuse complain rate | number | The total number of abuse complaint events by number of delivered events, as a percentage. | Abuse complaints count out of delivery count, by percentage. |
| replycoa_count | Reply change of address | count |
The total number of times a recipient request to receive future emails to a new email address. |
Count of events with event_type: ‘replyCoa’. |
| replycoa_rate | Reply change of address rate | number | The total number of Reply change of address events by the number of delivered messages, as a percentage. | Reply change of address count out of delivery count, by percentage. |
| replyother_count | Reply other | count | Count of events with event_type: ‘replyOther’. | |
| replyother_rate | Reply other rate | number | The total number of Reply other events by the number of delivered messages, as a percentage. | Reply other count out of delivery count, by percentage. |
| send_count | Sent | count |
The total number of times an email message is sent to a recipient in a marketing campaign. |
Count of event_type: ‘emailSend’. |
| contact_count | Contact counts | number | The number of suppressed and sent emails. | The total number of sent emails and suppressed emails. |
| suppressed_count | Suppressed | count | The total number of times a recipient should not receive an email message from the sender. | Count of events with event_type: 'emailSuppressed'. |
| suppressed_rate | Suppressed rate | number |
The total number of suppressed emails by the total number of sent and suppressed emails, as a percentage. |
The total number of suppressed emails by the number of delivered messages, as a percentage. Suppressed count out of the sum of sent and suppressed emails, by percentage.
|
Parameters
| Database field reference | Reporting field name | Datatype | Definition |
|---|---|---|---|
| select_metric | Select Metric | string | Filter associated with an email's event type. |
| Event Types | |||
| click_count, click_unique_count, open_unique_count, open_count, bounce_count, sent_count, delivery_count | |||
| email_types | Email Types | string | Filter associated with additional email's event type. |
| Associated Fields | |||
| max_per_metric_event, max_per_metric_event_datetime Located in email_per_metric_time.view |
|||
| Event Types | |||
| emailBounce, emailSoftBounce, emailHardBounce, emailOptOut, replyAbuse, emailBlock, emailRestriction, emailSuppressed, replyOther |
Dynamic Measures
| Database field reference | Reporting field name | Definition | Calculations |
|---|---|---|---|
| dynamic_metric | Dynamic Metric | Aggregate associated with 'select_metric' filter | count of a selected email's event type from select_metric filter |
| Event Types | |||
| click_count, click_unique_count, open_unique_count, open_count, bounce_count, sent_count, delivery_count | |||
| gross_total_per_metric | Gross Total per Metric | Aggregate associated with 'email_per_metric_time.email_types' filter | count of a selected email's event type from email_types filter |
| Event Types | |||
| emailBounce, emailSoftBounce, emailHardBounce, emailOptOut, replyAbuse, emailBlock, emailRestriction, emailSuppressed, replyOther |
Event datetime dimensions
| Database field reference | Reporting field name | Type | Definition | View |
|---|---|---|---|---|
| Click | message_date | datetime | The datetime of a click event. | email_click_time.view |
| Click Datetime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_click_time.view |
| First click | min_click_event | datetime | The min datetime the user clicked the email | email_click_time.view |
| First click DateTime | min_click_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_click_time.view |
| Last click | max_click_event | datetime | The max datetime the user clicked the email | email_click_time.view |
| Last click DateTime | max_click_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_click_time.view |
| Conversion | message_date | datetime | The datetime of a conversion event. | email_conversion_time.view |
| Conversion Datetime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_conversion_time.view |
| Open | message_date | datetime | The datetime of an opened email event. | email_open_time.view |
| Open Datetime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_open_time.view |
| First open | min_open_event | datetime | The min datetime the user open the email | email_open_time.view |
| First open DateTime | min_open_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_open_time.view |
| Last open | max_open_event | datetime | The max datetime the user opened the email | email_click_time.view |
| Last open DateTime | max_open_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_click_time.view |
| Opt-in | message_date | datetime | The datetime of an opt-in event. | email_optin_time.view |
| Opt-in DateTime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_optin_time.view |
| Last opt-in | max_optin_event | datetime | The max datetime the user opted-in an email | email_optin_time.view |
| Last opt-in DateTime | max_optin_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_optin_time.view |
| Opt-out | message_date | datetime | The datetime of an opt-out event. | email_optout_time.view |
| Opt-out DateTime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_optout_time.view |
| Last Opt-out | max_optin_event | datetime | The max datetime the user opted-out an email | email_optout_time.view |
| Last Opt-out DateTime | max_optin_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_optin_time.view |
| Last reply change of address | max_replycoa_event | datetime | The datetime of a reply change of address. | email_replycoa_time.view |
| Last reply change of addressDateTime | max_replycoa_event_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM | email_replycoa_time.view |
| Reply change of address | message_date | datetime | The datetime of an opt-out event. | email_replycoa_time.view |
| Reply change of address DateTime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_replycoa_time.view |
| Send | message_date | datetime | The datetime of a send event. | email_send_time.view |
| Send DateTime | message_date_datetime | string | Converts the month to abbreviated month. Includes other datetime elements of Message. e.g. Apr 04, 2022, 02:18 PM |
email_send_time.view |
Dynamic event datetime dimensions
Associated with email_types parameter.
| Database field reference | Reporting field name | Definition | View |
|---|---|---|---|
| Max per Metric Event | max_per_metric_event | The max datetime the user of an email | email_per_metric_time.view |
| Max per Metric Event Datetime | max_per_metric_event_datetime | Converts the month to an abbreviated month. Includes other datetime elements of the Message. e.g. Apr 04, 2022, 02:18 PM |
email_per_metric_time.view |
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