In campaign analytics, you can see up to 22 different types of metrics. Here are their definitions.
Total Email Sends: Number of emails sent to ISP's. This number may be lower than the list size at send time because some emails may be undeliverable.
Total Emails Delivered: Number of emails successfully delivered to peoples' inboxes.
Total Email Opens: Total number of opens. Can include multiple opens per person.
Unique Email Opens or Clicks: Number of unique individual users who opened your email. If a user has images turned off, but still clicks on the email, we will then register that as an open.
Here are 4 scenarios and the number of opens that get tracked.
1. Person A opens the email with no images on and doesn't click on anything (0)
2. Person A opens the email with no images on and clicks on a link (1)
3. Person A opens the email with images on and doesn't click on anything (1)
4. Person A opens the email with images on and clicks on something (1)
We can't track an open for #1 because images were disabled and no clicks happened.
Email Open Rate: Unique Email Opens or Clicks / Total Emails Delivered.
Total Open Rate: Total Opens/ Sent.
Total Emails Clicked: Total number of clicks. Includes multiple clicks per person.
Unique Emails Clicked: Number of individual users who clicked your email. Does not include clicks on unsubscribe urls.
Clicks/Opens: Unique Email Clicks / Unique Email Opens or Clicks.
Email Click Rate: Unique Email Clicks / Total Emails Delivered.
Total Complaints: Number of individuals who reported your email as spam.
Complaint Rate: Total Complaints / Total Emails Delivered.
Total Emails Bounced: Number of email addresses that are hard or soft bounced. Hard bounced emails are invalid, misspelled or outdated emails. These are cleaned from your user base. Soft bounced emails can be OOO replies, content rejected or reason unknown. These remain in your user base.
Unique Emails Bounced: Unique number of email addresses that bounced from the campaign.
Email Bounce Rate: Total Emails Bounced / Total Emails Delivered.
Total Unsubscribes: Total unsubscribe events that resulted from the campaign. A person can unsubscribe more than once if he/she resubscribed and then unsubscribed again from the same email campaign.
Unique Unsubscribes: Unique number of users who unsubscribed from your email.
Email Unsubscribe Rate: Total Unsubscribes / Sent.
Revenue: Amount of revenue that resulted from the campaign. Learn more about purchase and revenue tracking here.
Total Purchases: Number of purchases that resulted from the campaign. Learn more about purchase and revenue tracking here.
Unique Purchases: Unique number of users who made a purchase from the campaign.
Average Order Value: Revenue / Total Purchases.
Revenue/M: Revenue per thousand emails sent.
Conversions: Number of conversions that resulted from the campaign. This can only be shown if you turn off purchase/revenue tracking and enable conversion tracking. Learn more about custom conversion tracking here.