Metric Definitions

This article describes the metrics that Iterable calculates and displays as you send campaigns and recipients interact with them.

# In this article

# Before you begin

It's helpful to keep in mind that:

• Total metrics count the total number of times a specific action occurs. Multiple actions by the same user are counted multiple times.

• Unique metrics are calculated by email or userId; they count the number of “unique” users who performed a specific task. Multiple actions by the same user are counted only once.

• Rate metrics report the percentage of messages that users engaged with of those that were delivered (or opened, in the case of in-app).

  NOTE

  Rate metrics that are exported from Campaign Analytics are formatted as decimal values that represent a percentage. For example, .25 = 25%.

# General metrics

These metrics are applicable to all channels.

# Average Order Value

(Revenue) / (Total Purchases)

# Conversions

Number of conversions associated with a campaign.

# Revenue

An aggregation of the total value of all purchase events.

See Tracking Purchases and Revenue.

# Total Custom Conversions

Total number of custom conversion events that occurred. Multiple events for the same user are counted as multiple conversions. Excludes conversions from purchase events.

Displayed as Total Conversions in Messaging Insights.

# Total Purchases

Total number of purchases, whether you're tracking purchases as conversions, or not.

See Tracking Purchases and Revenue.

# Total Unsubscribes

Total number of users who unsubscribed. Users can unsubscribe more than once if they resubscribe and then unsubscribe from the same campaign.

Learn why unsubscribes happen in Subscribe and Unsubscribe Events. And, see SMS Unsubscribes and Resubscribes for SMS-specific information and examples.

# Unique Purchases

Number of unique users (by email) with a purchase event from this campaign, whether you're tracking purchases as conversions, or not. Users with more than one purchase event are counted once. This metric determines the "winner" for experiments based on purchases.

# Unique Unsubscribes

Number of unique users (by email) who unsubscribed. Multiple subscribes and unsubscribes from the same user are counted once.

# Unique Unsubscribes by Phone

Number of unique users (by phoneNumber) who unsubscribed. Multiple subscribes and unsubscribes from the same user are counted once.

See SMS Unsubscribes and Resubscribes.

# Email metrics

# Clicks / Opens

(Unique Email Clicks) / (Unique Email Opens or Clicks)

# Complaint Rate

(Total Complaints) / (Total Emails Delivered)

# Conversions / Email Hold Outs

(Conversions) / (Total Email Holdout)

# Conversions / Unique Emails Delivered

(Conversions) / (Unique Emails Delivered)

# Email Bounce Rate

Percent of emails that bounced. Calculated as Emails Bounced (one per messageId) / (Total Email Sends).

# Email Click Rate

Percent of emails clicked. Calculated as Emails Clicked (one per messageId) / (Total Emails Delivered).

# Email Delivery Rate

(Total Emails Delivered) / (Total Email Sends)

# Email Open Rate

Percent of emails opened. Calculated as Email Opens or Clicks (one per messageId) / (Total Emails Delivered).

# Email Unsubscribe Rate

(Total Unsubscribes) / (Total Emails Delivered)

# Purchases / M (email)

Purchases per Mille (thousand emails sent)

# Revenue / M (email)

Revenue per Mille (thousand emails sent)

# Total Complaints

The total number of complaints resulting from email flagged as spam. Multiple complaints from the same user are counted multiple times.

# Total Custom Conversions

Number of custom conversion events associated with a campaign. Multiple events for the same user are counted as multiple conversions. Purchase events are system events, so conversions from them aren't counted.

# Total Email Holdout

Number of email sends skipped because of experiment holdout groups. Each skipped user profile receives an emailSendSkip event with reason set to ExperimentHoldOut.

# Total Email Opens

Total number of emails opened, including multiple opens per user (maybe for a recurring campaign). Can include pre-fetched and proxied opens, which might inflate open rates.

# Total Email Opens (filtered)

Similar to Total Email Opens, but more accurate because it excludes pre-fetched and proxied opens.

# Total Email Send Skips

Total number of email messages that Iterable didn't or couldn't send, for a reason described in Reasons for Send Skip Events.

# Total Email Sends

Total number of emails sent. Triggered campaigns can include multiple sends to the same email address. Send skip events can cause this number to be smaller than the list size.

# Total Emails Bounced

Number of hard- or soft-bounced email addresses.

Learn about Email Bounces.

# Total Emails Clicked

Total number of link clicks, including multiple clicks per user. Doesn't include clicks on unsubscribe links.

# Total Emails Delivered

Total number of emails successfully delivered. Calculated as Total Email Sends (by messageId) - Emails Bounced (by messageId).

# Total Hosted Unsubscribed Clicks

Total number of hosted unsubscribe link clicks, including multiple clicks per user.

# Unique Custom Conversions

Number of unique users (by email or userId) for whom there are one or more custom conversion events. Doesn't include conversions resulting from purchase events. Determines the "winner" for experiments based on opens.

# Unique Email Click Rate

Percent of unique users who clicked an email. (Unique Email Clicks) / (Unique Emails Delivered).

# Unique Email Clicks

Number of unique users (by email or userId) who clicked your email, excluding clicks on unsubscribe URLs. This metric determines the "winner" for experiments based on email clicks.

# Unique Email Open Rate

Percent of unique users who opened an email (excluding multiple opens from the same address, and including pre-fetched and proxied email opens). (Unique Email Opens or Clicks) / (Unique Emails Delivered).

# Unique Email Opens

Number of unique users (by email or userId) who opened email, including pre-fetched and proxied opens, which might inflate open rates. Doesn’t include multiple opens from the same email address or opens from users who have images turned off in their email client.

# Unique Email Opens (filtered)

Similar to Unique Email Opens, but more accurate because it excludes pre-fetched and proxied opens. This metric determines the "winner" for experiments based on email opens.

# Unique Email Opens or Clicks

Number of unique users who opened email. If a user who has images turned off clicks an email, Iterable registers an open.

Consider these scenarios and the number of opens tracked:

• A user opens an email with images disabled and doesn't click anything: 0
• A user opens an email with images disabled and clicks a link: 1
• A user opens an email with images on and doesn't click anything: 1
• A user opens an email with images on and clicks something: 1

# Unique Email Sends

An approximate number of emails sent to unique email addresses. Multiple sends to the same email address are counted as a single send. Send skip events can cause this number to be smaller than the list size.

# Unique Emails Bounced

Number of hard- or soft-bounced email addresses. Multiple bounces from the same email address are counted once.

# Unique Emails Delivered

Number of emails delivered to unique email addresses. Multiple deliveries to the same email address are counted once.

# Unique Hosted Unsubscribed Clicks

Number of hosted unsubscribe link clicks, doesn't include multiple clicks per user. This click doesn't count as an unsubscribe.

# Embedded metrics

# Embedded Click Rate

Clicks per impression. Calculated as (Unique Embedded Clicks) / (Unique Embedded Impressions)

# Embedded Impressions Rate

Impressions per message retrieval. Calculated as (Unique Embedded Impressions) / (Unique Embedded Retrieved)

# Total Embedded Clicks

Number of clicks on the embedded message. Based on embeddedClick events.

# Total Embedded Impressions

Number of times the embedded message was displayed at least once during an embedded message session.

This metric is based on embeddedImpression events, which represent the number of times an embedded message was visible during a session, and the time the message was visible (in seconds) across all those appearances. Note that display duration is reported only in the API output, and not in the UI. See embeddedImpression events for an example.

# Total Embedded Retrieved

Number of times the embedded message was downloaded to a device. This metric is based on embeddedReceived events, which indicate that a device retrieved a message, not that the message was displayed.

# Unique Embedded Clicks

Number of clicks on the embedded message, including at most one click per user. Based on embeddedClick events.

# Unique Embedded Impressions

Number of unique users for whom the embedded message was displayed at least once during an embedded message session. Based on embeddedImpression events.

# Unique Embedded Retrieved

Number of unique users for whom the embedded message was downloaded to a device at least once. Based on embeddedReceived events.

# In-app metrics

# Conversions / In-App Hold Outs

(Conversions) / (Total In-App Holdout)

# Conversions / Unique In-App Opens

(Conversions) / (Unique In-App Opens)

# In-App Click Rate

Percent of in-app messages clicked. Calculated as In-App Clicks (one per messageId) / (Total In-App Opens).

# Total In-App Clicks

Total number of in-app messages on which a user tapped a link or button. Can include multiple clicks per user.

# Total In-App Closes

Total number in-app messages closed because a user tapped a back button or tapped a button or link in the message content.

# Total In-App Deletes

Total number of in-app messages deleted because a user swiped a message in a mobile inbox or clicked a delete button or link.

# Total In-Apps Delivered

Total number of in-app messages that arrived on a user’s device, some of which may not have been seen yet by the user. Messages can only be delivered when an app is open on a user's device.

# Total In-App Holdout

Total number of in-app message sends skipped because of experiment holdout groups. Each skipped user profile receives an inAppSendSkip event with reason set to ExperimentHoldOut.

# Total In-App Opens

Total number of in-app messages displayed to a user, either on arrival or after being selected in a mobile inbox. Can include multiple opens per user.

# Total In-App Recall

Total number of in-app messages removed from a user's local and/or server message queue device. Excludes messages that have already been consumed (for example, messages that were seen but not saved to a mobile inbox).

Values reported by other in-app metrics for a recalled message reflect actions counted before the message was recalled. See Recalling an In-App Campaign.

# Total In-App Send Skips

Total number of in-app messages Iterable didn't or couldn't send, for a reason described in Reasons for Send Skip Events.

# Total In-App Sent

Total number of in-app messages sent to unique email addresses. Send skip events can cause this number to be smaller than the list size.

# Total Inbox Impressions

Number of times an in-app message has appeared in a user's mobile inbox (as they scroll through the list of all messages).

# Unique In-App Click Rate

Percent of unique users who clicked an in-app message. Calculated as (Unique In-App Clicks) / (Unique In-App Opens).

# Unique In-App Clicks

Number of unique users (by email or userId) who clicked your in-app message, excluding clicks on unsubscribe URLs.

# Unique In-Apps Delivered

Number of in-app messages delivered to unique email addresses. Multiple deliveries to the same user are counted once.

# Unique In-App Opens

Number of unique users who opened an in-app message, excluding multiple opens from the same user.

# Unique In-App Sends

Number of in-app messages sent to unique email addresses. Send skip events can cause this number to be smaller than the list size.

# Push and web push metrics

# Conversions / Push Hold Outs

(Conversions) / (Total Push Holdout)

# Conversions / Unique Pushes Delivered

(Conversions) / (Unique Pushes Delivered)

# Conversions / Unique Web Push Sends

(Conversions) / (Unique Web Pushes Sent)

# Conversions / Web Push Hold Outs

(Conversions) / (Total Webpush Holdout)

# Purchases / M (push)

Purchases per Mille (thousand push notifications sent)

# Push Bounce Rate

(Total Pushes Bounced) / (Total Pushes Sent)

# Push Delivery Rate

(Total Pushes Delivered) / (Total Pushes Sent)

# Push Open Rate

Percent of push notifications opened. Calculated as Pushes Opened (one per messageId) / (Total Pushes Delivered).

# Push Unsubscribe Rate

(Total Unsubscribes) / (Total Pushes Delivered)

Since a push does not require an opt-out directly in the message like email does, you can define the events that constitute a push unsubscribe and can send the event directly through Iterable's POST /api/users/updateSubscriptions API endpoint.

When the unsubscribe event is sent, the body of the call should include the contact email, the campaignId, and the channelId or messageTypeId (depending on how unsubscribes are managed in your Iterable account). If you're setting up your Iterable account, read Message Channels and Types Best Practices.

# Revenue / M (Push)

Revenue per Mille (thousand push notifications sent)

# Total App Uninstalls

Iterable tracks uninstalls differently, depending on the situation.

• Iterable tracks an uninstall when a bounce notification is received for a device with a disabled token. This might happen because a user uninstalled an app before a campaign was sent, an invalid app or token exists, or possibly, because the user has reinstalled their OS.

  • If a prior campaign was sent to the device within the 12 hours before this campaign was sent, Iterable attributes the uninstall to that campaign.
  • If no previous campaign was sent to the device, Iterable doesn’t attribute the uninstall.

• Iterable tracks an uninstall if no failure feedback is received when a campaign is initially sent, but a subsequent “ghost” push sent by Iterable (12 hours after the campaign) finds that the device token is no longer valid. In this case, Iterable attributes the uninstall to the current campaign.

• Iterable does not track an uninstall when recipients disable notifications.

# Total Push Holdout

Number of push notification sends skipped because of experiment holdout groups. Each skipped user profile receives a pushSendSkip event with reason set to ExperimentHoldOut.

# Total Push Send Skips

Total number of push notifications that Iterable didn't or couldn't send, for a reason described in Reasons for Send Skip Events.

# Total Pushes Bounced

Number of push notifications that failed to send, generally because of an expired or invalid server-side push certificate or an internal error in SNS.

This value doesn’t include push notifications sent to recipients who disabled notifications from their device settings (those are tracked as sends), or to devices with a token that's been disabled (those are tracked as uninstalls).

On the user profile view, bounce and uninstall events are listed as two different events.

# Total Pushes Delivered

Sends minus bounces. Total number of push notifications delivered.

# Total Pushes Opened

Push notifications clicked by users and tracked by Iterable's mobile SDKs, including multiple clicks per unique user.

If you're not using Iterable's mobile SDKs, you can manually track a push open event by calling the POST /api/events/trackPushOpen API endpoint.

# Total Pushes Sent

Total number of push notifications attempted for all enabled devices that are registered to users who are receiving them.

This value includes push notifications received by the device, even if a recipient disabled notifications from their device settings (the recipient just won’t see them).

# Total Web Push Clicks

Total number of clicks, including multiple clicks per user.

# Total Web Push Send Skips

Total number of web push notifications that Iterable didn't or couldn't send, for a reason described in Reasons for Send Skip Events.

# Total Web Pushes Sent

Total number of web push notifications attempted for all enabled devices that are registered to users who are receiving them.

# Total Webpush Holdout

Number of web push notification sends skipped because of experiment holdout groups. Each skipped user profile receives a webpushSendSkip event with reason set to ExperimentHoldOut.

# Unique Push Open Rate

Percent of unique users who clicked a push notification, where multiple opens by the same user are counted once. (Unique Pushes Opened) / (Unique Pushes Delivered).

# Unique Pushes Bounced

Number of push notifications that failed to send. Multiple bounces from the same user are counted once.

# Unique Pushes Delivered

Number of push notifications delivered to unique users. Multiple deliveries to the same user are counted once.

# Unique Pushes Opened

Number of unique users who opened a push notification, excluding multiple opens from the same user.

# Unique Pushes Sent

Number of push notifications sent to unique users (by email or userId). Sends to multiple enabled devices registered to the same user are counted once.

Send skip events can cause this number to be smaller than the list size.

# Unique Web Push Clicks

Number of unique users who clicked your web push notification, excluding multiple clicks from the same user.

# Unique Web Pushes Sent

Number of web push notifications sent to unique users. Sends to multiple enabled devices registered to the same user are counted once. Send skip events can cause this number to be smaller than the list size.

# SMS metrics

# Conversions / SMS Hold Outs

(Conversions) / (Total SMS Holdout)

# Conversions / Unique SMS Delivered

(Conversions) / (Unique SMS Delivered)

# Conversions / Unique SMS Sends

(Conversions) / (Unique SMS Sent)

# Purchases / M (SMS)

Purchases per Mille (thousand SMS messages sent)

# Revenue

An aggregate of the total value of all purchase events attributed to a campaign.

https://example.com/products?campaign={{campaignId}}

# Revenue / M (SMS)

Revenue per Mille (thousand SMS messages sent)

# SMS Bounce Rate

(Total SMS Bounced) / (Total SMS Sent)

# SMS Click Rate

Percent of SMS messages clicked. Calculated as SMS clicks (one per messageId) / (Total SMS Delivered).

# SMS Delivery Rate

(Total SMS Delivered) / (Total SMS Sent)

# SMS Unsubscribe Rate

(Total Unsubscribes) / (Total SMS Delivered)

# Total SMS Bounced

Total number of SMS messages sent to an SMS provider, but couldn't deliver. Causes include invalid phone numbers, malformed image URLs, or contacts who unsubscribed.

# Total SMS Clicks

Total number of SMS click events.

# Total SMS Delivered

(Total SMS Sent) - (Total SMS Bounced)

# Total SMS Holdout

Number of SMS sends skipped because of experiment holdout groups. Each skipped user profile receives an smsSendSkip event with reason set to ExperimentHoldOut.

# Total SMS Send Skips

Total number of SMS messages that Iterable didn't or couldn't send, for any reason.

# Total SMS Sent

Total number of SMS messages passed to your project's SMS carrier. Triggered campaigns can include multiple sends to the same number.

# Unique Inbound SMS

The total number of SMS bounce events, counting, at most, one received SMS message per Iterable contact.

# Unique SMS Bounced

Number of SMS bounce events. Multiple bounces from the same user are counted once.

# Unique SMS Click Rate

Percent of unique users who clicked a SMS message (excluding bounces). Calculated as (Unique SMS Clicks) / (Unique SMS Delivered).

# Unique SMS Clicks

Number of SMS click events captured for a campaign. Multiple clicks from the same user are counted once.

# Unique SMS Delivered

(Unique SMS Sent) - (Unique SMS Bounced)

# Unique SMS Sent

An approximate number of SMS messages sent to unique users (by email or userId) for a campaign.

# Want to learn more?

For more information about some of the topics in this article, check out these resources. Iterable Academy is open to everyone — you don't need to be an Iterable customer!

Iterable Academy

• Product Bite: SMS Campaign Metrics

Support docs

• Viewing Campaign Analytics
• Viewing Metrics in Messaging Insights
• Messaging Usage Metrics