Iterable projects provide two levels of analytics:
- Campaign-level (specific to a campaign, as described in this article)
- Aggregate (across multiple campaigns, as described in Viewing Aggregate Campaign Metrics)
This guide describes how to view standalone campaign metrics.
Table of contents
The Campaign Analytics Screen
To view the metrics for a running or finished campaign, open it in Iterable. At the top of the screen, you'll see details such as its launch time, send lists, status, template, and experiment details.
Recipient counts (list sizes)
When setting up a campaign, Iterable estimates a count of its recipients. Later, Campaign Analytics displays a count of the users to whom Iterable actually sent the campaign. These numbers are not always the same.
During campaign setup, the Review & Launch screen shows an estimate of the number of people to whom it will be sent:
Iterable calculates this number by starting with the the send lists and then subtracting:
- Suppressed users.
- Users whose subscription preferences (message channel, message type) do not allow them to receive the campaign. For example, if the campaign has an opt-in message type, users on the send list who haven't opted in to that message type aren't included in the estimate.
- For selective in-app message campaigns, users who haven't installed at least one of the mobile apps associated with the campaign.
After sending a campaign, you can view its Campaign Analytics by navigating to Messaging > Campaigns and opening it. Near the top of the screen, you'll see various details about the campaign, including Send List at Send Time— a count of users to whom the message was actually sent:
The pre-send Recipients estimate and post-send Send List at Send Time count may differ, for these reasons:
- If you scheduled the campaign to send sometime after you set it up, the membership of its underlying lists may have changed.
- For push notification campaigns (selective and non-selective), Iterable doesn't send messages to people who haven't installed the apps necessary to display them (despite including those users in the estimated Recipients count).
Click the View Email button to navigate to the template used in the campaign:
Click the View Heatmap button to navigate to a heatmap that describes where users are clicking in a message:
View different heatmaps for each of the variations of a campaign experiment by clicking on the dropdown on the left-hand side above the heatmap table:
Use the search bar to filter for specific links or text. You can also view the raw link data by toggling on the "Show raw link data," which is useful for showing link stats for highly dynamic content.
At the bottom of the page, select metrics, date ranges and experiment variations.
Remember to select the metrics you want to view from the drop-down menu on the right (none of them will be selected by default).
Events over time
The following graph displays open, click, unsubscribe, bounce and other events over time:
The segment analysis grid shows various metrics by user segment:
The opens breakdown pie chart shows statics for Unique opens and Not yet opened:
Device type breakdown
The device type breakdown shows the devices that have been used to open a campaign. Some of the slices on this pie chart might include:
- iPhone: Apple's Mail app on an iPhone
- iPad: Apple Mail app on an iPad
- Gmail: Gmail app or website
- Android: Non-Gmail app opens on Android
- —: Unknown user agent and device
- A Gmail slice on the pie chart includes users who used a Gmail app or the Gmail website, since Iterable is not able to distinguish between the two.
- If a user used a non-Gmail email client to open an email sent to a Gmail account, the open is counted in a non-Gmail bucket. For example, if a user opened such an email using the Mail app on the iPhone, the open would be counted by Iterable as an iPhone open.
The world map shows locations where users have engaged with your campaigns:
Click the Export Data button to export a variety of different reports as a CSV file.
You can drill down to the specific individuals who opened, clicked or purchased from your campaigns.
Export data such as email clicks, purchase, email unsubscribes, hosted unsubscibe clicks, email or spam complaints, custom events, bounces, opens, subscibes, sends and uninstalls.