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).

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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.

• Email Click Heatmap A graphical overlay showing where users clicked within the email.

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