In this article, we will define many of the common statistics that are included in the Account Overview report in your account. For additional information or questions about reporting not covered here, please check out the rest of the related articles in the Analytics category of the Help Center. Or, contact our support team.
Statistics & definitions are organized by widgets.
Mailed - Total # of individual emails sent to contacts.
Received - # of successfully delivered emails.
Opened - Total # of contacts that opened a received email.
Clicked - Total # of contacts that clicked a link in a received email.
Delivered - Emails successfully accepted & processed by the receiving mail server.
Transient Failure - A type of bounce recorded by the receiving server. Also known as a soft bounce, a transient failure indicates an issue that is of a temporary nature, like a mailbox being full or the server being down. Transient failures typically return a 400-level bounce code.
Permanent Failure - A type of bounce recorded by the receiving server. Also known as a hard bounce, a permanent failure indicates an issue that is of a permanent nature, like a mailbox does not exist. Permanent failures typically return a 500-level bounce code.
Mailing engagement is a formula involving campaign recipient actions (opens, clicks, forwards, unsubscribes, etc.) divided by the number of recipients of that campaign. This score is commonly used to gauge recipient interaction for the campaign as a whole and to identify campaigns that may not be as effective. Learn more here.
Membership health indicates the growth of an account's contacts in the "normal" status.
The Unsubscribe Rate 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.
A complaint is recorded when a recipient of a campaign clicks the Spam or Report as Spam button in their email client. Complainants will automatically be unsubscribed from your account. Ideally complaint rates should not exceed .3% on any email.
Delivery time depicts how quickly sent emails are being accepted & processed by receiving email servers. On Delivra's side of processing, all contacts assigned to receive a campaign are queued and sent immediately. Servers on the other end may temporarily defer acceptance for various reasons. In this case, Delivra places deferred contacts into a re-try pattern to continue the send attempt. Typical retry pattern intervals are 5 minutes, 15 minutes, 30 minutes, 1 hour, 2 hours, 4 hours, etc. up to 24 hours.
Sending displays # of total contacts sent mailings & # of contacts that successfully received mailings.
Activities displays opens rates and click rates for the campaigns sent in the timeframe selected.
Social Shares - Total # of contacts who received mailings and shared them using the share buttons available in our drag-and-drop editor.
Forwards - Total # of contacts who forwarded a received mailing to others.
Unsubscribes - Total # of contacts who clicked the unsubscribe link to opt-out of future email communications.
Complaints - Total # of contacts who marked a received email as Spam.
Sessions (Commerce) - Total # of Google Analytics sessions started. Part of our Google Analytics Campaigns integration.
Purchases (Commerce) - Total # of transactions attributed to sent campaigns.
Revenue (Commerce) - The dollar amount of purchases attributed to sent campaigns.
Conversion Rate (Commerce) - Purchases divided by sessions.
Campaigns - # of campaigns sent in the time frame selected for the report.
Mailed - Total # of individual contacts sent a campaign.
Received - Total # of contacts that received a campaign successfully.
Soft Bounces - Total # of temporary bounces. Examples of soft bounces include mailbox full, receiving server busy, etc.
Hard Bounces - Total # of permanent bounces. An example of a hard bounce would be that a mailbox does not exist.
Opens - Total # of open activities for all campaigns included in the time frame.
Clickthroughs - Total # of click activities for all campaigns included in the time frame.
Click-to-Open Rate - Percentage of recipients who opened campaigns and clicked links.
Clickstreams - Total # of website page views from campaigns sent in the time frame.
Purchases - Total # of transactions attributed to sent campaigns.
Revenue - The dollar amount of purchases attributed to sent campaigns.
See these additional online learning resources for the Analytics dashboard.