Campaign Metrics Glossary
This page collects the metrics Reteno uses in campaign reports: what each one means, how it is calculated, and why the same metric can show different values in different reports.
The formulas come from Displaying Performance. Where a particular report counts something differently, it is stated below.
Absolute Metrics
| Metric | What it is |
|---|---|
| Reach | Number of unique contacts covered in the selected breakdown. |
| Sent | Total number of messages sent. |
| Delivered | Total number of messages delivered. |
| Opens | Number of opens. Not calculated for SMS. |
| Clicks | Number of clicks on links. |
| Unsubscribed | Number of Email recipients who unsubscribed. |
| Spam | Number of Email recipients who marked a message as spam. |
| Errors | Number of messages sent with errors. |
| Conversions | Number of target actions for the selected conversion event. You choose the conversion event yourself in the dashboard settings. |
| Launches | Number of times a workflow was launched, excluding test launches. Available in the workflow breakdown only. |
Which action counts as a conversion, and how its value is attributed, is set up separately. See Setting Up Revenue Tracking.
Calculated Metrics
| Metric | Formula | What it shows |
|---|---|---|
| Frequency | Sent Ć· Reach | How many messages an average reached contact received. |
| DR ā delivery rate | (Delivered Ć· Sent) Ć 100% | What share of sent messages reached recipients. |
| OR ā open rate | (Opens Ć· Delivered) Ć 100% | The ratio of opens to delivered messages. Depending on the report, the numerator is all opens or unique opens only. |
| CTR ā click-through rate | (Clicks Ć· Delivered) Ć 100% | The ratio of clicks to delivered messages. Depending on the report, the numerator is all clicks or unique clicks only. |
| Unsubscribe rate | (Unsubscribed Ć· Delivered) Ć 100% | The share of delivered Email messages after which recipients unsubscribed. |
| Spam rate | (Spam Ć· Delivered) Ć 100% | The share of delivered Email messages that recipients marked as spam. |
| Error rate | (Errors Ć· Sent) Ć 100% | The share of messages sent with errors. For In-App, the formula is (Errors Ć· Views) Ć 100%. |
| CVR ā conversion rate | (Conversions Ć· Clicks) Ć 100% | What share of clicks ended in the target action. In the Broadcasts breakdown, unique clicks are used. |
CTOR (click-to-open rate) is not shown on the Home page dashboard. It is calculated as:
CTOR = (Clicks Ć· Opens) Ć 100%
CTOR is measured against opens, while CTR is measured against delivered messages, so the two metrics should not be compared directly. CTOR is available in AMP Campaign Reports.
How Counting Differs Between Reports
The OR and CTR formulas are the same across breakdowns, but they use total or unique opens and clicks depending on the report.
- Dashboard ā General, Channels, and Workflows breakdowns. Opens and clicks are counted as total events. One contact can open a message or click a link several times, so OR and CTR in these breakdowns can in theory exceed 100%.
- Dashboard ā Broadcasts breakdown. Opens and clicks are counted as unique: each contact is counted once. CVR here is measured against unique clicks.
- A report for an individual campaign counts opens and clicks without duplicates.
- The reaction time chart in a campaign report counts every open, including repeat opens by the same contact, so its figure can differ from the summary Open Rate.
- The click map has two modes: by contacts (unique contacts, the total can exceed 100%) and by clicks (each link's share of 100% of clicks).
Reach is also defined differently per breakdown:
| Breakdown | What counts as reach |
|---|---|
| General | Unique contacts with the SENT status |
| Channels | Unique contacts with the SENT status per channel |
| Workflows | Unique contacts for whom the workflow was launched |
| Broadcasts | Unique contacts with the SENT status for each broadcast |
In the Broadcasts breakdown, Sent and Frequency are not shown.
Channel Specifics
- SMS has no open tracking, so opens, OR, and CTOR are not calculated for it.
- In-Apps and Web Widgets are counted by views instead of sends and deliveries, because of how they are displayed.
- For Mobile Push + In-App bundle messages, the click event is not tracked on the Mobile Push side ā clicks are attributed to the In-App report.
- Unsubscribed and Spam metrics apply only to Email. Errors apply to all channels except Web Widget. Reports display ā when a metric is not applicable to a channel.
Limits of the Data
- Some delivery confirmations arrive within 72 hours. Such deliveries are counted on the day the relevant messages were sent.
- Apple Mail Privacy Protection can inflate the number of opens. Don't use Open Rate as the only measure of campaign performance: read it together with complaints, errors, unsubscribes, CTR, and per-domain statistics.
- When a contact has several push tokens, the message goes to all of them (up to 10), and the status of each send is counted in the report. The contact is still counted once in Reach, so clicks from different devices can push CTR for that contact above 100%.
Related Articles
- Displaying Performance ā the full list of dashboard metrics with breakdowns
- Bulk Email Reports ā performance of an individual campaign
- Triggered Email Reports ā performance of workflow-driven emails
- Setting Up Revenue Tracking ā how conversions and conversion value are attributed
- Deliverability Control Process ā reference ranges for CTR, complaints, and errors
Updated 14 days ago
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