Here you'll find all the definitions and calculations of data fields used in the email channel dashboard.
Note: Field names with an asterisk could be present both in the email channel and contact level data dashboards. Two exceptions:
Last action - the last recorded timestamp of an event by event_type, 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 - all 'gross total' events, such as 'gross total clicks', 'gross total opens', and 'gross total per metric'.
Dimensions
| Reporting field name | Type | Definition |
|---|---|---|
| Bot detected | string | A value that indicates whether the event is a click generated by a bot. |
| 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* | string | Messaging system address consisting of a LOCAL_PART, SYMBOL, and DOMAIN_PART. |
| Event | datetime | Datetime of event. |
| Event hour | datetime | Event datetime rounded to the corresponding top of the hour. |
| Event ID | string | Event identifier. |
| 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 | string | Type of the message body, HTML, TEXT, CLICK-TO-VIEW-HTML, or CLICK-TO-VIEW-TEXT. |
| Message | datetime | The date the message was sent. |
| Email message ID | string | ID of the message. |
| First open | datetime | The first time the user opens the email. |
| First open DateTime | string | The first sent event of the massage, formatted as 'Month Date, Year'. |
| Last open | datetime | The first time the user opened the email. |
| Last open DateTime | string | The max open event of the message, formatted as 'Month Date, Year'. |
| Last reply change of address | datetime | The max datetime of a reply change of address. |
| 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 | datetime | The max datetime of the email event. |
| Max per Metric Event Datetime | string | The max reply change of address event of the message formatted as 'Month Date, Year'. |
| Sent | datetime | The first sent event of the message. |
| Sent date (formatted) | datetime | The first event by message_id and message_occurrence_id formatted as 'Month Date, Year'. |
| Source | string | Event source. |
| Subject line | string | The subject line of the mailing. |
| Top undelivered details | string | Top 5 undelivered details from 'emailBlock', 'emailBounce', 'emailRestriction', and opt-out details from opt-out events. |
Measures
Note: We calculate rate-type events by their first sent date. It means that depending on the date range chosen in the time filter, you may not see all data for the rate events. For example, you sent a message out on November 1st and used the 2-week filter. If you want to check your data on November 15th, you’ll see all rate calculations from November 1st, including sent and click events. By the next day, while still using the 2-week filter, you will no longer see the events that occurred on November 1st because it is outside the 2-week window. To ensure you capture all relevant data, consider adjusting your filter to include the current month.
| Reporting field name | Type | Definition | Calculation |
|---|---|---|---|
| Attachments | count | The number of times an email message was sent with a file attached. | Count of events with event_type: emailAttachments |
| Mail blocks | count | The number of times an email message was rejected. | Count of events with event_type: 'emailBlock'. |
| Mail block rate | number | The number of blocked events received out of the total emails sent, as a percentage. | Block count out of send count, by percentage. |
| Bounced* | count | The number of messages that were rejected by the server. | Count of events with event_type: 'emailBounce'. |
| Hard bounces | count | The 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'. |
| Hard bounce rate | number | The number of soft-bounced events out of the total emails sent, as a percentage. | Hard bounce count out of send count, by percentage. |
| Soft bounces | count | The 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'. |
| Soft bounce rate | number | The 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 | 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 | The number of email events by event_id. | Count of event_id records. |
| Clicked gross | count | The number of times a recipient has clicked on a link within an email message, regardless of how many clicks were made by a single recipient. | Count of events with event_type: 'emailClick'. |
| 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 | 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'. |
| Clicked rate gross | number | The number of click events out of the number of delivered messages. | Click count out of delivery count, by percentage. |
| Clickstream | count | The 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 clicks* | count | The 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 opens | count | The 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' |
| Click-to-open rate unique | number | 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. |
| Clicked unique | count | 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. |
| Clicked rate unique | number | The 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. |
| Email conversion | number | The number of times a recipient accomplished a specific task via email message, i.e. bought a product or made a reservation. | N/A |
| Email conversion amount | number | The monetary value of the conversion. Not all conversions create a conversion amount, there can be non-monetary conversions, such as booking. It is an optional setting based on how the user implements it. | N/A |
| Database name | string | The descriptive name of the contact source from Campaign used to send messages. | N/A |
| Database type | string | The type of contact source used to send messages: database, contact list, or query. | N/A |
| Delivered | count | The number of times an email message was not rejected by a server. | Send count minus bounces, restrictions, and blocks. |
| Delivery rate | number | The number of delivered by the number of sent messages. | Percentage of successful deliveries out of the total number of sent items. |
| Email restrictions | count | The 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 | number | The 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 | number | The 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 | number | The number of open events with message_body_types. | Total number of html_open_count, text_open_count, and click_to_view_open_count. |
| Gross total per metric* | number | The number of occurrences by event_type | count of a selected email's event type from email_types filter. |
| HTML clicks* | count | The number of click events with a message_body_type of HTML. | Count of events with event_type: 'emailClick' and message_body_type: 'HTML' |
| HTML opens | count | The number of open events with a message_body_type of HTML. | Count of events with event_type: 'emailOpen' and message_body_type: 'HTML'. |
| Opened gross | count | The number of times a recipient opened an email message, including multiple opt-outs from one recipient. | Count of events with event_type: 'emailOpen'. |
| Opened unique | count_distinct | The number of recipients who opened an email message. | Count of unique contact_ids by message_id with one open count. |
| Open rate gross | number | The number of times a recipient opened a message 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 | number | The number of recipients who opened a message by the number of delivered messages, as a percentage. | Unique open count out of delivery count, by percentage. |
| Email non-open unique rate | number | The number of delivered emails that were not opened by recipients, as a percentage. | The percentage of unopened emails out of 'opens unique' metric. |
| Opt-ins | count | The number of times a recipient agrees to receive messages from a sender. | Count of events with event_type: 'emailOptIn'. |
| Opt-ins rate | number | The number of opt-in events by number of delivered events, as a percentage. | Opt-in count out of delivery count, by percentage. |
| Opt-out unique | count | The number of recipients who decline to receive messages from a sender. |
Count of the first opt-out clicks for each unique customer_id. |
| Opt-out gross | count | The number of times a recipient declines to receive messages from a sender, including multiple opt-outs from one recipient. | Count of every opt-out click (every event with event_type: 'emailOptOut'.) |
| Opt-out rate | number | The number of opt-out events by number of delivered events, as a percentage. | Opt-out count out of delivery count, by percentage. |
| Reply change of address | count | The number of times a recipient requests to receive future emails to a new email address. | Count of events with event_type: 'replyCoa'. |
| Reply abuse gross | number | The number of times a recipient marked an email as spam or junk. | N/A |
| Sent | count | The number of times an email message is sent to a recipient in a marketing campaign. | Count of event_type: 'emailSend'. |
| Suppressed | count | The number of times a recipient should not receive an email message from the sender. | Count of events with event_type: 'emailSuppressed'. |
| Text clicks* | count | The number of click events with a message_body_type of text. | Count of events with event_type: 'emailClick' and message_body_type: 'TEXT' |
| Text opens | count | The number of open events with a message_body_type of text. | Count of events with event_type: 'emailOpen' and message_body_type: 'TEXT' |
| Undelivered | number | The number of times an event had a message undelivered. | The total number of events with event_type 'emailBounce' (hard and soft), 'emailBlock', 'emailRestriction'. |
Parameters
| Reporting field name | Datatype | Definition |
|---|---|---|
| Show bot clicks | string | Filter that dynamically selects between all clicks events and events without bot clicks. |