Metrics Definitions

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.

# 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.

# 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.

# 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.

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.

# 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.

# 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.