Here you'll find all the definitions and calculations of data fields used in the email channel dashboard.
Note: The field names marked with an asterisk could be present both in the email channel dashboard as well as the contact level data dashboards. Two exceptions are:
Last action - which is the last recorded timestamp of an event by event_type, meaning it refers to all of the other last actions, such as last click date, last open, etc., depending on which contact level data dashboard you are in.
Gross total - combines all 'gross total' events, such as 'gross total clicks', 'gross total opens', and 'gross total per metric'.
Dimensions
| Database field reference | Reporting field name | Type | Definition |
|---|---|---|---|
| bot_detected | Bot detected | string | A value that indicates whether the event is a click generated by a bot. |
| communication_type | Communication type | string | The kind of information or content that is included in an email message when it is sent to one or more people: MARKETING, SEED, FORWARD, TRANSACTIONAL, REGULAR, TEST. |
| 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_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_body_type | Message body type | string | Type of the message body, HTML, TEXT, CLICK-TO-VIEW-HTML, or CLICK-TO-VIEW-TEXT. |
| message_date | Message | datetime | The date the message was sent. |
| min_open_event | First open | datetime | The first time the user opens the email. |
| min_open_event_datetime | First open DateTime | string | The first sent event of the massage, formatted as 'Month Date, Year'. |
| max_open_event | Last open | datetime | The first time the user opened the email. |
| max_open_event_datetime | Last open DateTime | string | The max open event of the message, formatted as 'Month Date, Year'. |
| max_replycoa_event | Last reply change of address | datetime | The max datetime of a reply change of address. |
| max_replycoa_event_datetime | Last reply change of address DateTime | string | The max reply change of address event of the message, formatted as 'Month Date, Year'. |
| max_per_metric_event | Max per Metric Event | datetime | The max datetime of the email event. |
| max_per_metric_event_datetime | Max per Metric Event Datetime | string | The max reply change of address event of the message formatted as 'Month Date, Year'. |
| sent_event_date | Sent | datetime | The first sent event of the message. |
| sent_event_datetime | Sent date (formatted) | datetime | The first event by message_id and message_occurrence_id formatted as 'Month Date, Year'. |
| source | Source | string | Event source. |
| subject_line | Subject line | string | The subject line of the mailing. |
| top_undelivered_details | Top undelivered details | string | Top 5 undelivered details from 'emailBlock', 'emailBounce', 'emailRestriction', and 'emailSuppressed' events and opt-out details from opt-out events. |
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 reasons, such as a misspelled email address or a closed or non-existent account. | Count of events with event_type: 'emailBounce' and event_details: 'H'. |
| bounce_rate_hard | Hard bounce rate | number | The total number of soft bounced events out of the total emails sent, as a percentage. | Hard bounce count out of send count, by percentage. |
| bounce_count_soft | Soft bounces | count | The total number of messages with delivery failure due to a temporary condition, such as a full mailbox. | Count of events with event_type: 'emailBounce' and event_details: 'S'. |
| bounce_rate_hard | Soft bounce rate | number | The total number of soft bounced events out of the total emails sent, as a percentage. | Soft bounce count out of send count, by percentage. |
| bounce_rate | Bounce rate | number | A number of messages rejected by the soft and hard bounces. Soft bounces happen when there is a temporary issue preventing delivery, like a full mailbox. On the other hand, hard bounces occur when there is a permanent reason preventing delivery, like an incorrect or non-existent email address. |
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 number of times a recipient has 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_count_ unique_without_bots |
Click count (unique) without bots | count_distinct | Count of all unique customer_ids by message_id and message_occurrence_id with one click by non-bot. | Count of all unique customer_ids by message_id and message_occurrence_id with one click and BOT_DETECTED is NULL or BOT_DETECTED = 'FALSE'. |
| 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. |
| clickstream_count | Clickstream | count | The total number of times a 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' |
| 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 | The total number of delivered by the number of sent messages. | Percentage of successful deliveries out of the total number of sent items. |
| 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 the number of delivered events, as a percentage. | The percentage of emails that were restricted or blocked out of the total number of emails delivered. |
| 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'. |
| 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 the number of delivered events, as a percentage. | The percentage of emails that were opened by recipients out of the total number of emails delivered. |
| 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 | Unsubscribes | 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-out 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. |
| replycoa_count | Reply change of address | count | The total number of times a recipient requests to receive future emails to a new email address. | Count of events with event_type: 'replyCoa'. |
| 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'. |
| 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'. |
| 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' |
| undelivered_count | Undelivered | number | The total number of times an event had a message undelivered. | The total number of events with event_type 'emailBounce' (hard and soft), 'emailBlock', 'emailRestriction', 'emailSuppressed'. |
Parameters
| Database field reference | Reporting field name | Datatype | Definition |
|---|---|---|---|
| show_bot_clicks | Show bot clicks | string | Filter that dynamically selects between all clicks events and events without bot clicks. |
Dynamic measures
| Database field reference | Reporting field name | Definition | Calculations |
|---|---|---|---|
| clicked_unique_ | Clicked unique | The count of all unique customer_ids by message_id and message_occurrence_id with one click. | Count of all unique customer_ids by message_id and message_occurrence_id with one click by both bot and non-bot or just non-bot. |
| click_rate_unique | Clicked rate (unique) | The total number of unique clicks out the number of delivered events, as a percentage. | The total number of unique clicks out number of delivered events, as a percentage, with one click by both bot and non-bot or just non-bot. |
| click_to_open_ratio_unique | Click-to-open rate (unique) | The unique number clicks out of the unique number of confirmed opens, as a percentage. | Unique click count out of the unique open count, by percentage, with one click by both bot and non-bot or just non-bot. |
| gross_total_per_metric | Gross Total per Metric* | The total number of occurrences by event_type | count of a selected email's event type from email_types filter |
| Event Types | |||
| emailBounce, emailSoftBounce, emailHardBounce, emailOptOut, replyAbuse, emailBlock, emailRestriction, emailSuppressed, replyOther | |||
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