Each widget in your Performance Insights filter set contains metrics calculated from your data. You can view how the metrics are calculated to understand how your marketing campaigns perform.
Warning: When you use BCC on your regular or transactional email, those are counted as regular emails. The BCC email is not counted in the sent email metrics but all other metrics. Therefore, if you've BCC'd someone on an email, you might have metrics that look wrong, such as open rates over 100%.
Click metrics
| Definition | Calculation | |
| Click-to-open rate | The unique number of times that a link in a message is clicked divided by the unique number of confirmed opens for that message.
Example: A message is sent to four people. Two people open the email. One of the two people clicked the link one or more times. The resulting click to open rate is 50% (1 click /2 confirmed opens = 50%). |
Click-to-open rate = (Number of unique clicks / Number of unique opens) x 100 |
| Click rate (gross) | Number of times that a link is clicked from a message that is divided by the number of delivered messages. Example: A message is sent to four people. Two people open the message and download the images. One of the two people who opened the email clicked the link one or more times. The resulting gross click rate for that link is 25% (1 unique click/ 4 received emails = 25%). To view this metric, you must customize your widget to add Click rate (gross) as a metric. |
Click rate (gross) = (Number of total clicks / Number of delivered) x 100 |
| Clicks (gross) | The total number of clicks by all customers, no matter how many times a customer clicked. | Represented with a whole number totaling the entire number of all clicks. |
| Click rate (unique) | The number of unique clicks is a percentage of the number of messages delivered. | Click rate (unique) = (Number of unique clicks / Number of delivered) x 100 |
| Clicks (unique) | The number of unique clicks. For example, if a single customer clicks a link in an email 3 times, the clicks (unique) would show 1. | Represented with a whole number, totaling the number of unique clicks. |
| Conversions (unique) | The total number of conversions by unique users for an email. For example, if a user clicks from an email to make a purchase 2 separate times, the unique conversion for that user is 1. | Conversions (unique) = The number of unique (by user) conversions represented by a whole number. |
| Conversions (gross) | The total number of conversions total for an email. For example, if a single user clicks from an email and makes a purchase 2 separate times, the gross conversion number for that user is 2. | Conversions (gross) = The total number of conversions, as represented by a whole number. |
| Sent | The total number of messages sent. | The total number of messages sent, representative by a whole number. |
Auto-forwarding and reporting
If you send an email from Campaign to a recipient who is auto-forwarding their messages to another email address (or if that recipient manually forwards the message to a number of other email addresses or distro lists), all behaviors will be attributed to the original recipient targeted.
This is because when we send a mailing, we tag that mailing with a unique identity to tie it to a specific recipient. If that recipient forwards the email from their mailbox, then all interactions with that mailing are tied to that original recipient (in reporting, the client would see a high gross count). So, if a message is auto-forwarded from one mailbox to another, the event behaviors would all be attributed to the original recipient.
Delivery metrics
| Metric | Definition | Calculation |
| Bounce rate | Messages that were rejected by the receiving server. | Bounce rate = (Number of bounced / Number of sent) x 100 |
| Bounces | The number of messages that were rejected by the server. | Representative by a whole number of total bounces. |
| Hard bounce rate | Hard bounce: delivery failure for a permanent reason, such as a misspelled email address or a closed or non-existent account | Hard bounce rate = (number of hard bounces / Number of sent) X 100 |
| Hard bounces | 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 hard bounces, represented by a whole number. |
| Soft bounce rate | Soft bounce: delivery failure due to a temporary condition, such as full mailbox | Soft bounce rate = (number of soft bounces / Number of sent) X 100 |
| Soft bounces | A soft bounce is the delivery failure due to a temporary condition, such as a full mailbox | The total number of soft bounces, represented by a whole number. |
| Delivered | Any email that is not rejected by a server, including:
|
Delivered = Number of sent - Number of bounced |
| Delivery rate | The total number of messages successfully delivered to the server divided by the total messages sent (unique records). The amount successfully delivered is the total amount that was attempted minus all failures, including hard bounces. | Delivery rate = ((Sent-(Soft bounce + Hard bounce)/Sent) X 100 |
| Suppressed | The total number of emails is suppressed by your suppression list and not delivered. | Suppressed = The number of emails undelivered to users on the suppression list, represented by a whole number |
| Mail blocks | Email blocking is a database of domain names, local prefixes, and system domains to which marketers cannot send unsolicited emails, including emails sent through an API call. | Blocks = Number of emails blocked, represented as a whole number |
Open metrics
| Metric | Definition | Calculation |
| Opens (gross) |
A total number of times an email is displayed, whether fully opened or within the preview pane, and recorded by using a tracking pixel, or when the user clicks any link, including the unsubscribe link. To view this metric, you must customize your widget to add Opens (gross) as a metric |
Represented as a whole number, totaling the entire number of all opens. |
| Opens (unique) |
The unique number of times an email is displayed, whether fully opened or within the preview pane, and recorded by using a tracking pixel, or when images are blocked and the user clicks any link, including the unsubscribe link. For example, if you set up a report to return all of the email results from January 2021 and sent two mailings out in that period. If the same person opens each of the two emails, the unique count returned on the PI report will show you a unique open count of 2. |
Represented as a whole number, totaling the number of unique opens. |
| Open rate (gross) | The total number of opens is a percentage of the total delivered. | Open rate (gross) = (Gross opens / (Number of messages sent - (Soft bounces + Hard bounces))) * 100 |
| Open rate (unique) | The total number of unique opens is a percentage of the total delivered. A unique open is counted by each customer, for example, if a single customer opens an email 4 times, the unique open rate is equal to 1. |
Open rate (unique) = (Unique opens / (Number of messages sent - (Soft bounces + Hard bounces))) * 100 |
Response metrics
| Metric | Definition | Calculation |
| Unsubscribe rate |
The total number of times a contact chose to opt out from receiving messages from the sender. The unsubscribe rate is the number of opt-out requests received as a percentage of the total number of messages delivered. |
Unsubscribe rate = (Total number of unsubscribes by report ID / Total number of delivered by report ID) X 100 |
| Unsubscribes | A total number of times a contact chose to opt out from receiving messages from the sender. | A total number of unsubscribes, represented by a whole number. |
| Abuse complaints | An abuse complaint is when a contact marks your email as spam in their email client. | A total number of abuse complaints reported for emails based on your selected filters. |
| Abuse complaint rate | The abuse complaint rate tells you what number of users reported your email as spam out of the total emails delivered, as a percentage. | (Abuse complaints / Number of emails delivered) * 100 |
| Conversion amount | The total revenue reported from your conversions. |
Represented by a whole number followed by two decimal points. For example 103245.03
|
| Mail block rate | The number of mail blocks as a percentage of sent emails. |
(Mail Blocks/Number of emails delivered) * 100 |
| Email restriction rate | An email restriction occurs when a contact rejects an email due to its content. This number is represented as a percentage out of the number of emails delivered. |
(Email restrictions / Number of emails delivered) * 100 |
| Email restrictions |
An email restriction occurs when an email is rejected due to its content. The problem is with the email itself, not the contact. The most common reasons an email is restricted are:
|
The total number of email restrictions, represented by a whole number. |
Calculating click-to-open rate
Your click-to-open rate is calculated as the unique number of times that a link in a message is clicked divided by the unique number of confirmed opens for that message.
For example, a message is sent to four people. Two people open the email. One of the two people clicked the link one or more times. The resulting click to open rate is 50% (1 click /2 confirmed opens = 50%).
Calculation: Click-to-open rate = (Number of unique clicks / Number of unique opens) x 100
Calculating click rate (gross)
Your click rate (gross) is calculated as the number of times a link is clicked from a message divided by the number of delivered messages.
Calculation: Click rate (gross) = (Number of total clicks / Number of delivered) X 100
For example, a message is sent to four people. Two people open the message and download the images. One of the two people who opened the email clicked the link one or more times. The resulting gross click rate for that link is 25% (1 unique click/ 4 received emails = 25%).
To view this metric, you must customize your widget by adding Click rate (gross) as a metric.
Calculating click rate (unique)
Your click rate (unique) is calculated as the number of unique clicks as a percentage of the number of messages delivered.
Calculation: Click rate (unique) = (Number of unique clicks / Number of delivered) x 100
For example, a message is delivered to 4 people. 1 person opens it 4 times, another person opens it once. You have a 50% click rate (unique).
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