This guide describes the metrics that Iterable calculates and displays as you send campaigns and recipients interact with them.
Table of contents
General metrics
These metrics are applicable to all channels.
Average Order Value
Revenue / Total Purchases
Conversions
The number of conversions associated with the campaign.
Revenue
An aggregation of the total value of all purchase events attributed to the campaign. For more information, read Tracking Purchases and Revenue.
Total Purchases
The number of purchases associated with the campaign (regardless of whether you're tracking purchases as conversions). For more information, read Tracking Purchases and Revenue.
Total Unsubscribes
The total number of users who unsubscribed from the message that was sent with this campaign. A person can unsubscribe more than once if they resubscribe and then unsubscribe, again, from the same campaign.
See SMS Unsubscribes for SMS-specific information and examples.
Unique Purchases
The number of users who made a purchase from the campaign (regardless of whether you're tracking purchases as conversions). Users who make more than one purchase are counted only once.
This metric determines the "winner" for experiments that are based on email purchases.
Unique Unsubscribes
The number of unique users who unsubscribed from the message that was sent with this campaign. If a user subscribes and unsubscribes more than once, their unsubscribes are counted only once.
See SMS Unsubscribes for SMS-specific information and examples.
Email metrics
Clicks / Opens
Unique Email Clicks / Unique Email Opens or Clicks
Complaint Rate
Total Complaints / Total Emails Delivered
Conversions / Email Hold Outs
The total number of conversions for an email campaign divided by the number of holdouts for that campaign.
Conversions / Unique Email Sends
The total number of conversions for a campaign divided by the number of unique emails it sent.
Conversions / Unique Emails Delivered
The total number of conversions for a campaign divided by the number of unique emails delivered.
Email Bounce Rate
Unique Emails Bounced / Total Email Sends
Email Click Rate
Unique Email Clicks / Total Emails Delivered
Email Delivery Rate*
Total Emails Delivered / Total Email Sends
Email Open Rate
Unique Email Opens or Clicks / 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)
Sum of Custom Conversions
The sum of custom conversion totals.
Total Complaints
The number of individuals who reported your email as spam.
Total Custom Conversions
The number of custom conversion events associated with a campaign. Multiple
events for the same user are counted as multiple conversions. Conversions
resulting from purchase
events are not counted.
Total Email Holdout
For a given campaign, the number of email sends that were skipped because of an
experiment holdout group. On the profiles of skipped users, Iterable creates
emailSendSkip
events with reason
set to ExperimentHoldOut
.
Total Email Opens
The total number of emails opened for a campaign, which can include multiple opens per person (for example, for triggered or recurring campaigns). This number can include pre-fetched and proxied email opens, which may inflate open rates.
Total Email Opens (filtered)
This metric is more accurate than Total Email Opens because it excludes pre-fetched and proxied opens, but it may narrow the scope of your reporting.
Total Email Sends
The total number of emails sent for a campaign. For triggered campaigns, this number can include multiple sends to the same email address. If this number is less than the list size, Iterable may have skipped sending some messages for one of the reasons described in Send Skips.
Total Email Send Skips
The total number of email messages that Iterable did not (or could not) send. For information about the reasons Iterable might skip sending an email, see Send Skips.
TIP
If you're not sure why your email send is being skipped, talk to your customer success manager.
Total Emails Bounced
The number of hard or soft-bounced email addresses. For more information, read Bounce Definitions, Reporting, and Segmentation.
Total Emails Clicked
The total number of clicks, which can include multiple clicks per person.
Total Emails Delivered
The total number of emails delivered successfully (sends minus bounces).
Total Hosted Unsubscribed Clicks
The total number of hosted unsubscribe link clicks, which can include multiple clicks per person.
Unique Custom Conversions
The unique number of users for whom your campaign has one or more custom
conversion events. Conversions resulting from purchase
events are not counted.
This metric determines the "winner" for experiments that are based on email opens.
Unique Email Clicks
The number of individual users who clicked your email. Does not include clicks on unsubscribe URLs. This metric determines the "winner" for experiments that are based on email clicks.
Unique Email Opens
The number of unique users who opened an email associated with this campaign. This number doesn’t include multiple opens from the same email address or opens from users who have images turned off in their email client. It can include pre-fetched and proxied email opens, which may inflate open rates.
Unique Email Opens (filtered)
This metric is more accurate than Unique Email Opens because it excludes pre-fetched and proxied opens, but it may narrow the scope of your reporting. This metric determines the "winner" for experiments that are based on email opens.
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 registers an open.
Here are four scenarios and the number of opens tracked:
- A person opens the email with images disabled and doesn't click anything: 0
- A person opens the email with images disabled and clicks a link: 1
- A person opens the email with images on and doesn't click anything: 1
- A person opens the email with images on and clicks something: 1
Unique Email Sends
An approximation, not an exact count, of the number of emails sent to unique email addresses. This number counts multiple sends to the same email address as a single send.
If this number is less than the list size, Iterable may have skipped sending some messages for one of the reasons described in Send Skips.
Unique Emails Bounced
The number of email bounces resulting from this campaign. Multiple bounces from the same email address are counted only once.
Unique Emails Delivered
The number of emails successfully delivered to unique email addresses. Multiple deliveries to the same email address are counted only once.
Unique Hosted Unsubscribed Clicks
The number of individual users who clicked your hosted unsubscribe link. This click doesn't count as an unsubscribe.
In-app metrics
Conversions / In-app Hold Outs
The total number of conversions for an in-app message campaign divided by the number of holdouts for that campaign.
Conversions / Unique In-app Opens
The total number of conversions for a campaign divided by the number of unique in-app opens.
Conversions / Unique In-app Sends
The total number of conversions for a campaign divided by the number of unique in-app messages it sent.
In-app Click Rate
Total In-app Clicks / Total In-app Opens
Total In-app Clicks
The total number of clicks, which can include multiple clicks per person.
Total In-app Closes
The total number of in-app messages that were closed without triggering a click (for example, when a dialog is closed).
Total In-app Deletes
The total number of in-app messages that were deleted because an in-app message was closed with or without triggering a click.
Total In-apps Delivered
The total number of in-app messages delivered successfully. Note that messages are only delivered when an app is running. If an app isn’t running, a message is considered undelivered. In this case, a message will count as being delivered when a user opens the app and the message hasn't expired.
Total In-app Holdout
For a given campaign, the number of in-app message sends that were skipped
because of an experiment holdout group. On the profiles of skipped users,
Iterable creates inAppSendSkip
events on which reason
is set
ExperimentHoldOut
.
Total In-app Opens
The total number of in-app messages opened for a campaign, which can include multiple opens per person (for example, for triggered or recurring campaigns).
Total In-app Recall
The number of messages Iterable pulled from user devices/queues, including messages that were already opened. Values reported by other in-app metrics for a recalled message reflect actions that were counted before the message was recalled. For more information, see Recalling an In-App Campaign.
Total In-app Send Skips
The total number of in-app messages that Iterable did not (or could not) send. For information about the reasons Iterable might skip sending an in-app message, see Send Skips.
TIP
If you're not sure why your in-app message send is being skipped, talk to your customer success manager.
Total In-app Sent
The total number of in-app messages sent for a campaign. For triggered campaigns, this number can include multiple sends to the same number. If this value is less than the list size, Iterable may have skipped sending some messages for one of the reasons described in Send Skips.
Total Inbox Impressions
The number of times an in-app message is displayed to the user in the inbox.
Unique In-app Clicks
The number of individual users who clicked your in-app message. Does not include clicks on unsubscribe URLs.
Unique In-apps Delivered
The number of in-app messages successfully delivered to unique users. Multiple deliveries to the same user are counted only once.
Unique In-app Opens
The number of unique users who opened an in-app message associated with this campaign. This number doesn’t include multiple opens from the same user.
Unique In-app Sends
The total number of in-app messages sent to unique users for a campaign. If this value is less than the list size, Iterable may have skipped sending some messages for one of the reasons described in Send Skips.
Push and web push metrics
Conversions / Push Hold Outs
The total number of conversions for a push notification campaign divided by the number of holdouts for that campaign.
Conversions / Unique Push Sends
The total number of conversions for a campaign divided by the number of unique push notifications it sent.
Conversions / Unique Pushes Delivered
The total number of conversions for a campaign divided by the number of unique push notifications delivered.
Conversions / Unique Web Push Sends
The total number of conversions for a campaign divided by the number of unique web push messages it sent.
Conversions / Web Push Hold Outs
The total number of conversions for a web push campaign divided by the number of holdouts for that campaign.
Purchases / M (Push)
Purchases per Mille (thousand push notifications sent)
Push Bounce Rate
Total Pushes Delivered / Total Pushes Sent
Push Delivery Rate
Total Push Sent / Total Pushes Delivered
Push Open Rate
Unique Pushes Opened / 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
.
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 the 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 the 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
For a given campaign, the number of push notification sends that were skipped
because of an experiment holdout group. On the profiles of skipped users, Iterable
creates pushSendSkip
events on which reason
is set ExperimentHoldOut
.
Total Push Send Skips
The total number of push notifications that Iterable did not (or could not) send. For information about the reasons Iterable might skip sending a push notification, see Total Push Send Skips.
TIP
If you're not sure why your push notification send is being skipped, talk to your customer success manager.
Total Pushes Bounced
The total number of push notifications that failed to send. Most often, these bounces are caused by expired or invalid server-side push certificates or an internal error in SNS.
This value doesn’t include push notifications sent to recipients who have 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
The total number of push notifications delivered successfully (sends minus bounces).
Total Pushes Opened
When a user clicks on a push notification, Iterable's mobile SDKs automatically track a push open event. This number can include multiple opens (clicks) per unique user (for example, for triggered or recurring campaigns).
If you're not using Iterable's mobile SDKs, you can manually track a push open
event by calling POST /api/events/trackPushOpen
.
Total Pushes Sent
The total number of push notifications attempted for all enabled devices that are registered to the contacts who are receiving the push notification.
This value includes push notifications that are successfully received by the device, even if a recipient has disabled notifications from their device settings (the recipient just won’t see them).
Total WebPush Holdout
For a given campaign, the number of web push notification sends that were skipped
because of an experiment holdout group. On the profiles of skipped users,
Iterable creates webPushSendSkip
events on which reason
is set
ExperimentHoldOut
.
Unique Pushes Bounced
The number of push notification bounces resulting from this campaign. Multiple bounces from the same user are counted only once.
Unique Pushes Delivered
The number of push notifications successfully delivered to unique users. Multiple deliveries to the same user are counted only once.
Unique Pushes Opened
The number of unique users who opened a push notification associated with this campaign. This number doesn’t include multiple opens from the same user.
Unique Pushes Sent
The number of push notifications sent to a unique user. This number counts sends to multiple enabled devices registered to the same user as a single send.
If this value is less than the list size, Iterable may have skipped sending some push notifications to users who don’t have active devices on their user profiles or for one of the reasons described in Send Skips.
SMS metrics
Conversions / Unique SMS Delivered
The total number of custom conversion events attributed to the campaign divided by the number of Unique SMS Delivered.
Conversions / SMS Hold Outs
The total number of conversions for an SMS campaign divided by the number of holdouts for that campaign.
Conversions / Unique SMS Sends
The total number of conversions for a campaign divided by the number of unique SMS messages it sent.
Purchases / M (SMS)
Purchases per Mille (thousand SMS messages sent)
Revenue
An aggregation of the total value of all purchase events attributed to the campaign.
TIP
To associate revenue with an SMS campaign, your server will need to send a
campaignId
to Iterable's API when creating a purchase event. To tell your server
which campaignId
to use, you can append it as a query parameter in an SMS link.
For example:
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
Unique SMS Clicks / Total SMS Delivered
SMS Delivery Rate
Total SMS Delivered / Total SMS Sent
SMS Unsubscribe Rate
Total SMS Unsubscribes / Total SMS Delivered
Total SMS Holdout
For a given campaign, the number of SMS sends that were skipped because of an
experiment holdout group. On the profiles of skipped users, Iterable creates
smsSendSkip
events on which reason
is set ExperimentHoldOut
.
Total Purchases
The total number of purchase events attributed to the campaign.
Total SMS Bounced
The total number of SMS messages that Iterable successfully sent to the SMS provider, but for some reason could not be delivered.
Bounces can happen for various reasons: invalid phone numbers, a malformed image URL, because the contact has previously unsubscribed, etc.
NOTES
- When an SMS bounces, contacts are not automatically unsubscribed.
- To see the error code associated with an SMS bounce, find the SMS bounce
event on the contact's Iterable profile and locate the
errorCode
field. To understand what the code means, you can look it up in your SMS provider's documentation:
Total SMS Clicks
The total number of SMS click events associated with the campaign.
Total SMS Delivered
(Total SMS Sent) - (Total SMS Bounced)
Total SMS Holdout
For a given campaign, the number of SMS sends that were skipped because of an
holdout group experiment.
On the profiles of skipped users, Iterable creates smsSendSkip
events on which
reason
is set ExperimentHoldOut
.
Total SMS Send Skips
The total number of SMS messages that Iterable did not (or could not) send, for any reason.
TIP
If you are seeing SMS send skips, talk to your customer success manager.
Total SMS Sent
The total number of SMS messages sent for the campaign. More specifically, the number of messages passed to your project's SMS carrier. For triggered campaigns, this 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 Purchases
The total number of purchase events attributed to the campaign, counting at most one purchase per Iterable contact.
Unique SMS Bounced
The total number of SMS bounce events, counting at most one bounce per Iterable contact.
Unique SMS Clicks
The total number of SMS click events captured for the campaign, counting at most one click per Iterable contact.
Unique SMS Delivered
(Unique SMS sent) - (Unique SMS bounced)
Unique SMS Sent
An approximation, not an exact count, of the number of SMS messages sent for the campaign.
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