How campaign statistics are calculated

Overview

Learn more about how campaign, message, and notification statistics are calculated. The data on a campaign's Report page, journey shape preview, and messages tab provide insights into the status and performance of your campaigns and messages

Explore the tables below to learn how we calculate the statistics for:

Journeys.
Playbooks.
Emails.
SMS.
Push notifications.

IMPORTANT:

Non-human interactions, like server opens or clicks from Apple's MPP service, are currently included in your report totals. We cannot exclude these server opens without also missing real opens. Our deliverability team is actively monitoring this issue to provide the most accurate data possible.
However, we do exclude known machine opens for Google and Yahoo, as well as clicks within 5 seconds of sending (10 seconds for Internet Explorer 8), to avoid mistakenly filtering out genuine interactions.

NOTE: Unique.

When you see Unique in the descriptions, it means each email, SMS, or push notification sent within a 24-hour period is assigned a unique ID. This helps us track activities for each specific message or notification.

NOTE: Sent vs. delivered.

Sent: This means the message or notification was successfully sent from our system, like when we use Sendgrid to send an email. It doesn’t guarantee delivery.
Delivered: This means we’ve received confirmation from the service provider that the message or notification was successfully received.

Journeys

This table describes the statistics shown in a journey at:

A message or notification shape’s preview.
The Messages tab.
The Report tab.

For information on additional message/notification statistics, refer to the relevant table (email, SMS or push notifications).

Example journey messages tab with stats.

Statistic	Description
Sent	The amount of unique email or SMS messages or push notifications that were sent. A send refers to each unique email, SMS, or push notification sent within a 24-hour period. Each time a message is sent, it counts as one send. If a person receives the same message more than once within 24 hours, each delivery counts separately. For example, if someone gets the same email twice in one day, it counts as two sends. This stat does not include messages that are invalid, bounced, or sent to unsubscribed recipients
Opened / Open rate	The open rate tracks how many times a message is opened, with a default 30-day window for counting each unique message. Within a 30-day period, each unique message is counted as one open, even if it’s opened multiple times. If a person opens the same message more than once within 30 days, it counts as a single open. If the same message is opened again after 31 days, it counts as a new open. If a person receives and opens two different messages within 30 days, it counts as two opens, regardless of whether the messages have the same content. Open rate is shown as both a sum and a percentage. Formula: (Unique opens / Messages delivered) * 100
Clicked / Clicked rate	A click is counted each time a unique message or notification is clicked. We count only one click per unique delivery within a 24-hour period, even if multiple links are clicked. If a link in the same email is clicked twice in 24 hours, it counts as one click. If clicked again after 24 hours, it counts as a new click. Clicking links in different messages within 24 hours counts separately. For example, clicking links in two different emails counts as two clicks. Clicks are displayed as both a sum and a percentage. Formula for Email & SMS: (Unique clicks / Messages delivered) * 100 Formula for Push Notifications: (Unique clicks / Unique deliveries) * 100
Waiting	This metric shows the number of people who have reached a step in the journey but have not yet received the message or notification.
Winning	In an A/B test, the version with the highest open rate, click rate, or total attributed revenue is considered the best-performing version.
Remain	This is the count of individuals within the test group who have not received either variant A or variant B of the A/B test.
Entered	The number of people who entered the journey.
In journey	The number of people currently in the journey.
Exited	The number of people who have exited the journey.
Revenue / MRR / ARR	This is the total sum of revenue attributed to this campaign or message based on your attribution settings.
Other stats	See the email, SMS and push notifications tables for additional statistics.

Playbooks

This table describes the statistics shown in a playbook at:

The Messages tab.
The Report tab.

For email message statistics, refer to the relevant table for more information.

Statistic	Description
Opened / Open rate	The open rate tracks how many times a message is opened, with a default 30-day window for counting each unique message. Within a 30-day period, each unique message is counted as one open, even if it’s opened multiple times. If a person opens the same message more than once within 30 days, it counts as a single open. If the same message is opened again after 31 days, it counts as a new open. If a person receives and opens two different messages within 30 days, it counts as two opens, regardless of whether the messages have the same content. Open rate is shown as both a sum and a percentage. Formula: (Unique opens / Messages delivered) * 100
Clicked / Click rate	A click is counted each time a unique message or notification is clicked. We count only one click per unique delivery within a 24-hour period, even if multiple links are clicked. If a link in the same email is clicked twice in 24 hours, it counts as one click. If clicked again after 24 hours, it counts as a new click. Clicking links in different messages within 24 hours counts separately. For example, clicking links in two different emails counts as two clicks. Clicks are displayed as both a sum and a percentage. Formula for Email & SMS: (Unique clicks / Messages delivered) * 100 Formula for Push Notifications: (Unique clicks / Unique deliveries) * 100
Revenue / MRR / ARR	This is the total sum of revenue attributed to this campaign or message based on your attribution settings.
Entered	The number of people who entered the playbook.
In playbook	The number of people currently in the playbook.
Exited	The sum of people who have exited the playbook.

Emails

This table describes the statistics shown:

In an email campaign, at the Report tab.
In a journey containing an email message shape, at the Report tab, under Email summary.

Statistic	Description
Open rate / Opened	The open rate tracks how often a message is opened. By default, we count only one open per message within a 30-day period. Each unique message is counted once per 30 days, even if opened multiple times. The open rate is shown as both a total number and a percentage.
Click rate / Clicked	This metric shows the number of unique email messages that were clicked. We count only one click per email message within a 24-hour period, even if multiple links are clicked. If the same email is clicked again after 24 hours, it counts as a new click. Displayed as both a total number and a percentage. (Unique clicks / Emails delivered) * 100
Conversions / Orders	The sum of activities attributed to the campaign where the attribution activity has a conversion value attribute.
Conversion rate	The percentage of conversions attributed to the campaign or message. Formula: (Conversions / Emails delivered) * 100
Revenue / MRR / ARR	This is the total sum of revenue attributed to the campaign or message based on your attribution settings.
Sent	This metric shows the number of successful email deliveries. It excludes emails that were invalid, bounced, or sent to unsubscribed recipients. Displayed as both a total number and a percentage. (Emails sent / (Invalid emails + Emails sent)) * 100
Delivered	This metric shows the number of emails successfully delivered. It excludes emails that were invalid or bounced. Displayed as both a total number and a percentage. (Emails delivered / Emails sent) * 100
Last opened	The date and time the last subscriber opened the email.
Click-to-open rate	The percentage of unique email messages that were opened and the subscriber clicked inside. Formula: (Unique clicks / Emails delivered) * 100
Viewed online	The amount of times this campaign was viewed using the “View online” link. Displayed as a sum and a percentage. Formula: (Emails viewed online / Emails delivered) * 100
Unsubscribed	The amount of subscribers who unsubscribed from all email. Displayed as a sum and a percentage. Formula: (Email unsubscribes / Emails delivered) * 100
Invalid	The percentage of people for whom the send was invalid (e.g. there was an issue with the message content, a delivery issue, an unsubscribe activity, or the person’s phone number value was empty). Displayed as a sum and a percentage. Formula: (Invalid emails / Invalid emails + Emails sent) * 100
Bounced	The percentage of people for whom the send bounced (e.g. the message delivery was rejected by the SMS provider). Displayed as a sum and a percentage. Formula: (Bounced emails / Emails delivered) * 100
Last clicked	The date and time the last subscriber clicked a link.
Forwarded	The amount of forwards of this email using the “Forward” feature. Displayed as a sum and a percentage. Formula: (Forwarded emails / Emails delivered) * 100
Sentiment	The overall sentiment (positive or negative) of the email based on reactions. Positive formula: (Positive responses / ((Positive responses + Negative responses) * 10000) ) / * 10000 Negative formula: (Negative responses / ((Positive responses + Negative responses) * 10000) ) / * 10000 A breakdown of each reaction option’s stats is available further down the Report tab, under Reactions.
Spam complaints	People who lodged a spam complaint for the email sent. Displayed as a sum and a percentage. Formula: (Spam complaints / Emails delivered) * 100
Reacted	People who reacted to the email using the reaction widget. Displayed as a sum and a percentage. Formula: (Email reactions / Emails delivered) * 100

SMS

This table describes the statistics shown:

In an SMS campaign, at the Report tab.
In a journey containing an SMS message shape, at the Report tab, under SMS summary.

Statistic	Description
Sent	The amount of successful sends for this SMS message. This stat does not include messages sent where the send was invalid, bounced, or deferred. Displayed as a sum and a percentage. Formula: (SMS sent / Invalid SMS + SMS sent * 100)
Delivered / Delivery rate	The amount of successful deliveries for this SMS message. Displayed as a sum and a percentage. Formula: (SMS delivered / SMS sent) * 100
Clicked / Click rate	Delivered SMS messages where there is a click. Displayed as a sum and a percentage. Formula: (Unique clicks / SMS delivered) * 100
Confirmed	People who responded to the confirmation widget. Displayed as a sum and a percentage. Formula: (Confirmations / SMS delivered) * 100
Responded to survey	The amount of people who responded to the SMS survey. Displayed as a sum and a percentage. Formula: (Survey responses / SMS delivered) * 100
Response rate	The percentage of people who responded to a particular widget (survey or confirmation). Survey formula: (Survey responses / SMS delivered) * 100 Confirmation formula: (Confirmations / SMS delivered) * 100
Unsubscribed	The amount of subscribers who unsubscribed from all SMS. Displayed as a sum and a percentage. Formula: (Opted out of SMS / SMS delivered) * 100
Invalid	The amount of people for whom the send was invalid. Displayed as a sum and a percentage. Formula: ( Invalid SMS / SMS sent + Invalid SMS) * 100
Bounced	The amount of people for whom the send bounced (e.g. the message delivery was rejected by the SMS provider). Displayed as a sum and a percentage. Formula: ( Bounced SMS / SMS delivered + Bounced SMS) * 100
Replied	People who replied to the SMS message. Displayed as a sum and a percentage. Formula: (SMS replies / SMS delivered) * 100
Deferred	The amount of people for whom the send was deferred (e.g. the message delivery was temporarily refused by the SMS provider). Displayed as a sum and a percentage. Formula: (Deferred SMS / SMS delivered) * 100
Converted / Orders	The number of activities attributed to the campaign or message where the attribution activity has a conversion value attribute.
Conversion rate	The percentage of conversions attributed to this campaign or message. Formula: (Conversions / SMS delivered) * 100
Revenue / MRR / ARR	This is the total sum of revenue attributed to this campaign or message based on your attribution settings.

Push notifications

This table describes the statistics shown:

In a push campaign, at the Report tab.
In a journey containing a push notification shape, at the Report tab, under Push notification summary.

Statistic	Description
Unique sends	The amount of successful unique push notification sends. A “send” is counted per unique notification sent per 24 hours. This stat does not include messages sent where the send was invalid or bounced, or the person was not subscribed. Displayed as a sum and a percentage. Formula: (Unique sends / (Unique sends + Unique invalid sends)) * 100
Delivered / Delivery rate	The amount of successful unique push notification deliveries. A “delivery” is counted per unique notification delivered per 24 hours. Displayed as a sum and a percentage. Formula: (Unique deliveries / Unique sends) * 100
Revenue / MRR / ARR	This is the total sum of revenue attributed to the campaign or notification based on your attribution settings.
Converted / Orders	The sum of activities attributed to the campaign or notification where the attribution activity has a conversion value attribute.
Conversion rate	The percentage of conversions attributed to this campaign or notification. Formula: (Conversions / Unique deliveries ) * 100
Clicked / Click rate	The amount of unique notification deliveries where there is a click. We only count 1 click per unique delivery. So if a person clicks the same notification twice in a 24-hour period, we will only count 1 click. Displayed as a sum and a percentage. Formula: (Unique clicks / Unique deliveries) * 100
Unique invalids	The amount of unique invalid sends for this campaign or notification. Displayed as a sum and a percentage. Formula: (Unique invalid sends / (Unique sends + Unique invalid sends)) * 100
Unique deliveries	The amount of unique deliveries for this campaign or notification. Displayed as a sum and a percentage. Formula: (Unique deliveries / Unique sends) * 100
Unique clicks	The amount of unique clicks for this campaign or notification. Displayed as a sum and a percentage. Formula: (Unique clicks / Unique deliveries) * 100
Total sent	The total amount of sends for this campaign or notification. Displayed as a sum and a percentage. Formula: (Notifications sent / Notifications sent + Invalid notification sends)) * 100
Total invalid	The total amount of invalid sends for this campaign or notification. Displayed as a sum and a percentage. Formula: (Invalid notification sends / Invalid notification sends + Notifications sent)) * 100
Total delivered	The total amount of deliveries for this campaign or notification. Displayed as a sum and a percentage. Formula: (Notifications delivered / Notifications sent) * 100