Campaign and Broadcast Metrics
Campaigns and broadcasts provide detailed analytics to help you understand message performance, engagement, and effectiveness. Each campaign and broadcast has its own analytics view with channel-specific metrics.
Accessing metrics
To view metrics for a campaign or broadcast:
- Navigate to Campaigns or Broadcasts in the menu
- Click on the campaign or broadcast you want to analyze
- Click the Analytics tab
Campaign metrics
Campaign analytics show metrics for all messages sent as part of the campaign, broken down by channel.
Overview metrics
At the top of the analytics view, you'll see:
- Total sent - Sum of all messages sent across all channels
- Open rate - Overall open rate (for email and push channels)
- Click rate - Overall click rate (for email and push channels)
Channel breakdown
Metrics are organized by channel:
Email metrics
- Sent - Number of emails sent
- Delivered - Number of emails successfully delivered
- Opened - Number of emails opened
- Clicked - Number of links clicked in emails
- Bounced - Number of emails that bounced
- Failed - Number of emails that failed to send
- Suppressed - Number of emails suppressed (unsubscribes, etc.)
Push notification metrics
- Sent - Number of push notifications sent
- Delivered - Number of push notifications delivered
- Opened - Number of push notifications opened
- Clicked - Number of push notifications clicked
- Failed - Number of push notifications that failed
SMS metrics
- Sent - Number of SMS messages sent
- Delivered - Number of SMS messages delivered
- Failed - Number of SMS messages that failed
Date range filtering
You can filter campaign metrics by date range:
- Click the date range selector
- Choose a preset range or select custom dates
- Metrics update to show only the selected period
This helps you:
- Analyze performance over specific time periods
- Compare different campaign phases
- Identify trends and patterns
Channel selection
Toggle channels on/off to focus on specific channels:
- Click channel icons to show/hide them
- View metrics for individual channels
- Compare performance across channels
Broadcast metrics
Broadcast analytics show all-time metrics for the broadcast, with channel-specific views.
Email broadcasts
For email broadcasts, you'll see detailed metrics:
Volume metrics
- Sent - Total emails sent
- Delivered - Total emails delivered
- Opened - Total emails opened
- Clicked - Total links clicked
Quality metrics
- Delivery rate - Percentage of sent emails that were delivered
- Open rate - Percentage of delivered emails that were opened
- Click rate - Percentage of delivered emails with clicks
Engagement metrics
- Unique opens - Number of unique people who opened
- Unique clicks - Number of unique people who clicked
Deliverability metrics
- Bounced - Number of emails that bounced
- Bounce rate - Percentage of sent emails that bounced
- Spam reports - Number of spam reports
- Spam rate - Percentage of delivered emails marked as spam
- Unsubscribes - Number of unsubscribes
- Unsubscribe rate - Percentage of delivered emails that resulted in unsubscribes
Failure metrics
- Failed - Number of emails that failed to send
- Suppressed - Number of emails suppressed
Push notification broadcasts
For push notification broadcasts:
- Sent - Total push notifications sent
- Delivered - Total push notifications delivered
- Opened - Total push notifications opened
- Clicked - Total push notifications clicked
- Failed - Total push notifications that failed
With rates:
- Delivery rate - Percentage delivered
- Open rate - Percentage opened
- Click rate - Percentage clicked
- Failure rate - Percentage failed
SMS broadcasts
For SMS broadcasts:
- Sent - Total SMS messages sent
- Delivered - Total SMS messages delivered
- Failed - Total SMS messages that failed
With rates:
- Delivery rate - Percentage delivered
- Failure rate - Percentage failed
Goal metrics
If your broadcast has a goal configured:
- Goal achieved - Number of people who completed the goal
- Goal achievement rate - Percentage of delivered messages that achieved the goal
Understanding the metrics
Delivery rate
Formula: (Delivered / Sent) × 100
A high delivery rate (typically >95% for email) indicates:
- Good sender reputation
- Valid recipient addresses
- Proper authentication (SPF, DKIM, DMARC)
Low delivery rates may indicate:
- Invalid email addresses
- Sender reputation issues
- Authentication problems
Open rate
Formula: (Opened / Delivered) × 100
Open rates vary by:
- Industry - B2B vs. B2C
- List quality - Engaged vs. cold lists
- Subject line - Compelling vs. generic
- Timing - When messages are sent
Industry averages:
- Email: 20-25%
- Push: 40-60%
Click rate
Formula: (Clicked / Delivered) × 100
Click rates indicate:
- Content relevance
- Call-to-action effectiveness
- Message clarity
Industry averages:
- Email: 2-5%
- Push: 5-10%
Click-to-open rate
Formula: (Clicked / Opened) × 100
This metric shows:
- How compelling your content is
- Whether people who open also engage
- Content quality and relevance
Bounce rate
Formula: (Bounced / Sent) × 100
Bounce rates should be:
- Hard bounces - <2% (invalid addresses)
- Soft bounces - <3% (temporary issues)
High bounce rates can:
- Damage sender reputation
- Lead to deliverability issues
- Indicate list quality problems
Spam rate
Formula: (Spam reports / Delivered) × 100
Spam rates should be:
- <0.1% - Excellent
- 0.1-0.5% - Acceptable
- >0.5% - Needs attention
High spam rates can:
- Result in account suspension
- Damage sender reputation
- Reduce deliverability
Using metrics to improve
Identify issues
Look for warning signs:
- Low delivery rate - Check sender reputation and authentication
- High bounce rate - Clean your email list
- High spam rate - Review content and list quality
- Low open rate - Improve subject lines or push titles
- Low click rate - Enhance content and calls-to-action
Optimize campaigns
Use metrics to:
- A/B test - Compare different subject lines, content, or timing
- Segment - Target more engaged audiences
- Timing - Send at optimal times for your audience
- Content - Focus on what resonates (high click rates)
Track trends
Monitor metrics over time to:
- Identify what's working
- Spot declining engagement
- Measure improvement
- Set benchmarks
Best practices
- Monitor regularly - Check metrics frequently to catch issues early
- Compare rates - Focus on rates, not just counts
- Set benchmarks - Establish baseline metrics for comparison
- Act on insights - Use metrics to make data-driven improvements
- Clean lists - Remove bounces and unsubscribes regularly
- Test and iterate - Use metrics to guide A/B testing
- Watch deliverability - Monitor bounce and spam rates closely
Metric definitions
Sent
The number of messages that were queued for sending. This includes all attempts, regardless of outcome.
Delivered
The number of messages successfully delivered to the recipient's inbox or device. This excludes bounces and failures.
Opened
The number of messages that were opened by recipients. For email, this requires image loading or link tracking. For push, this is when the notification is tapped.
Clicked
The number of times links in messages were clicked. This includes multiple clicks from the same person.
Bounced
The number of messages that were rejected by the recipient's mail server. Hard bounces are permanent (invalid address), soft bounces are temporary (mailbox full, etc.).
Failed
The number of messages that failed to send due to technical errors, rate limits, or other issues.
Suppressed
The number of messages that were blocked from sending due to unsubscribes, bounces, or other suppression rules.
🎉 Metrics mastered!
Use campaign and broadcast metrics to measure performance, identify issues, and optimize your messaging strategy for better results.