What are the definitions of the terms I see in campaign reports?

Hard Bounce (Permanent Failure)

Permanent failures when trying to deliver to an address. This can mean that the address either no longer exists or never existed. Depending on the bounce/failure message, for example hard bounces we will only try to deliver once if we received a permanent failure with the system that indicates the email address is inactive. Our system knows it could never be delivered to that address. A usual bounce message for a hard bounce reads "Recipient does not exist." However, these permanent failure/ hard bounce messages can vary.

Share

Contacts who click on a Social Share button in your campaign and shared your content to their social network(s).

Impression

A view of the content that resulted from it being shared on a social network.  The email address associated with an impression is that of the sharer, not the viewer. An impression is only recorded when you've included Social Share links in your content.

Soft Bounce (Transient Failure)

Temporary failures when trying to deliver to an address. This could be someone who is out of the office, has a full mailbox, or the server may be busy when trying to deliver the campaign. Soft bounces we will try multiple times to get delivered to an address.

Total Clicks

This works the exact same as Total opens/Unique opens but instead it measures how many times a link(s) is clicked.

Total Opens

This measures how many people have opened your campaign in total. It counts all the opens even if a recipient opened it more than once.

Unique Clicks

This registers only the first time a recipient clicks a link(s). Any other times they click the link will not count towards unique clicks.

Unique Opens

A unique open is counting the recipient's FIRST open and does not include any subsequent opens. For example, if you sent a campaign to 10 people and all 10 people opened it, it would register 10 unique opens. If one of the recipients opened it 3 times, it would still be 10 unique opens but 12 total opens(the first is unique and then the other 2 count towards the total opens)

An unique open is determined by a tracking image being loaded -OR- by a clickthrough being recorded, whichever comes first (because even if the recipient has images disabled in their email client, if they clicked a link, we know they opened the message).

Unsubscribe Rate

The Unsubscribe is found by dividing Total Unsubscribes / Total Received. This KPI gives you an indication of the relative quality of your subscriber list and how relevant your subscribers find your content and campaign frequency.