Glossary

General concepts

  • Campaign Report A summary view showing performance metrics for campaigns or journeys over a selected date range.

  • Filter Block Allows segmentation of campaign analytics by specific criteria (e.g., geography, user segment).

  • Chart Type The visual format of data—e.g., bar chart, line chart.

  • Count Type Determines how metrics are displayed:

    • Absolute: Raw numbers

    • Percentage: Values as a percent of total

  • Frequency vs. Cumulative Chart

    • Frequency: Shows data in time-based slices (e.g., daily opens).

    • Cumulative: Aggregates totals over time (e.g., total opens to date).

  • Time Axis Control Lets users change the granularity of time in visualizations: Minute | Hourly | Daily | Weekly | Monthly

  • Total Metrics Count each action occurrence, regardless of who performs it or how often.

  • Unique Metrics Count unique users (based on userId) who perform an action, only once per user.

  • Rate Metrics Represent engagement as a percentage of eligible users or actions (e.g., clicks as % of opens).


Metrics & KPIs

  • Conversions Number of users who completed a defined conversion event (e.g., purchase, signup).

  • Conversion Rate Conversions ÷ Unique Emails Delivered

  • Revenue Sum total of purchase values tracked during campaign; defined during conversion tracking setup.

  • Open Rate Unique Opens ÷ Unique Emails Delivered

  • Click Rate Unique Users with Clicks ÷ Unique Emails Delivered

  • Click to Open Rate (CTOR) Unique Users with Clicks ÷ Unique Opens

  • Unsubscribes (Email Only) Count of users who unsubscribed. One unsubscribe per user per campaign.

  • Spam Reports (Email Only) Number of users who marked the email as spam. Users who report are automatically unsubscribed from future emails.

  • Total Sends Total messages sent (e.g., emails, SMS). May be lower than audience size due to send skips.

  • Delivery Rate Unique Deliveries ÷ Unique Emails Sent

  • Send Skips Messages not sent due to pre-send conditions (e.g., contact opt-out, invalid channel).

  • Not Delivered Messages that failed after send attempt, due to provider issues (e.g., mailbox full, number unreachable).

  • Total Bounces Messages rejected by the provider due to invalid addresses, content errors, or prior unsubscribes.

  • Unique Users with Clicks Unique users who clicked a link (excluding unsubscribe links); used to determine experiment winners.

  • Total Clicks All link clicks (excluding unsubscribes), including multiple clicks per user.

  • Funnel A step-by-step visualization of user progression—from campaign entry to final conversion.

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