This guide lists the definitions for various types of campaign analytics.
Total email sends
The number of emails sent to ISPs. 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
The number of unique individual users who opened your email. If a user has images turned off, but still clicks on the email, Iterable will then register that as an open.
Here are four scenarios and the number of opens tracked:
- A person opens the email with images disabled and doesn't click on anything: 0.
- A person opens the email with no images on and clicks on a link: 1.
- A person opens the email with images on and doesn't click on anything: 1.
- A person opens the email with images on and clicks on something: 1.
Email open rate
Unique email opens or clicks / total emails delivered
Total emails clicked
Total number of clicks; includes multiple clicks per person
Unique emails clicked
The number of individual users who clicked your email. Does not include clicks on unsubscribe URLs.
Unique email clicks / unique email opens or clicks
Email click rate
Unique email clicks / total emails delivered
Total hosted unsubscribed clicks
The total number of hosted unsubscribe link clicks; includes multiple clicks per person
Unique hosted unsubscribed clicks
The number of individual users who clicked your hosted unsubscribe link.
The number of individuals who reported your email as spam.
Total complaints / total emails delivered
Total emails bounced
The number of hard or soft-bounced email addresses. For more information, read Bounce Definitions, Reporting, and Segmentation.
Unique emails bounced
Unique number of email addresses that bounced from the campaign.
Email bounce rate
Total emails bounced / total emails delivered
The total number of unsubscribe events that resulted from the campaign. A person can unsubscribe more than once if they resubscribed and then unsubscribed again from the same email campaign.
The unique number of users who unsubscribed from your email.
Email unsubscribe rate
Total unsubscribes / sent
The amount of revenue that resulted from the campaign. For more information, read Purchase and Revenue Tracking.
The number of purchases that resulted from the campaign. For more information, read Purchase and Revenue Tracking.
The unique number of users who made a purchase from the campaign.
Average order value
Revenue / total purchases
Revenue per thousand emails sent
The number of conversions that resulted from the campaign. This can only be shown if you turn off purchase/revenue tracking and enable conversion tracking. For more information, read Custom Conversion Tracking.
Sum of custom conversions
Sum of custom conversion totals
Total of custom conversions
Number of custom conversions