Report Items Glossary
Metrics
Below are metrics that are provided in the Email Tracking Reports. Each email campaign you send has unique open and click numbers that reflect how many individuals opened your email or clicked on at least one link in your email.
| METRICS | |
|---|---|
| Bounce Rate | Percentage of sent messages that bounced (Total Bounce Count / Total Sent) |
| Total Bounce Count | Total number of hard and soft bounces |
| Click Count | Total number of clicks |
| Delivered Count | Number of sends delivered (Total Sent - Total Bounce Count) |
| Did Not Click | Number of subscribers who didn't click a link (Number of Deliveries - Unique Click Count) |
| Did Not Open | Number of subscribers who didn't open the message (Number of Deliveries - Unique Open Count) |
| Delivery Rate | Percentage of messages delivered (Delivered Count / Total Sent) |
| Open Count | Number of times a message was opened |
| Total Sent (Sent Count) | Number of emails sent |
| Unique Click Count | Number of different subscribers that clicked on any link in a send |
| Unique Click Rate (Unique Click-through Rate) | Percentage of Unique Clicks divided by the Delivered Count |
| Unique Open Count | Number of different subscribers that opened a send |
| Unique Open Rate | Percentage of subscribers who opened the message (Unique Opens / the Delivered Count) |
| Unique Unsubscribe Count | Number of unique subscribers who unsubscribed |
| Unique Unsubscribe Rate | Percentage of subscribers who unsubscribed (Unique Unsubscribes / Total Sent) |
| Unsubscribe Count | Total number of times subscribers attempted to unsubscribe |
| METRICS ADVANCED | |
|---|---|
| Hardbounce Count | Number of Bounces: Hard (domain unknown, user unknown, bad syntax error) |
| Softbounce Count | Number of Bounces: Soft (mailbox full, temporarily inactive, temporary domain failure) |
| Complaint Count | Number of complaints |
| Unique Complaint Count | Number of subscribers who sent a complaint |
| Open Rate | Percentage of subscribers who opened a message (Open Count / Delivered Count) |
| Click-through Rate | Number of Clicks divided by the Number of Delivered Emails |
| Click-to-open Rate | Number of Clicks divided by the Number of Opened Emails |
| Complaint Rate | Percentage of delivered emails that resulted in a complaint (Number of Complaints / Number of Delivered Emails) |
| Unsubscribe Rate | Percentage of subscribers who unsubscribed (Number of Unsubscribes / the Number of Sends) |
| Unique Complaint Rate | Percentage of subscribers who sent a complaint (Number of Unique Complaints / the Number of Delivered Emails) |
| Unique Unsubscribe Rate | Percentage of subscribers who unsubscribed (Number of Unique Unsubscribes / the Number of Delivered Emails) |
| Subscriber Lost Count | Percentage of subscribers no longer subscribed (Number of Unique emails that Unsubscribed or Complained or Hard Bounced) |
Other Notes:
Open Rates
The open rate is calculated as the number of measured opened messages divided by the number of delivered messages.
Measured opens include emails in which images were enabled as well as “implied opens” on text messages that recorded a click on a link or an HTML message whose viewer didn’t enable images but clicked on a link
The unique open rate is calculated as the unique number of measured opened messages divided by the number of delivered messages.
Both the unique open rate and gross open rate can be calculated in multiple ways.
Click-through Rates
The click-through rate (CTR) is the number of unique clicks on links in the email message divided by the number of delivered email messages in a campaign.
The click-to-open rate (CTOR), also known as the effective rate, is the ratio of unique clicks as a percentage of unique opens.
CTOR measures click-through rates as a percentage of messages opened, instead of messages delivered.
List Churn Metrics
The unsubscribe rate is calculated as the unique number of subscribers that clicked on the unsubscribe link divided by the number of delivered email messages in a campaign.
The spam complaint rate is calculated as the unique number of subscribers that clicked on a "Report spam" or "Junk" button divided by the number of delivered messages in a campaign
The hard bounce rate is calculated as the number of emails that were bounced with an SMTP delivery error 5xx divided by the total number of messages sent out in a campaign
The hard bounce rate measures permanent delivery errors usually due to an invalid email address or a closed account.