Campaign Metrics Glossary

This page collects the formulas behind the campaign metrics used across Reteno reports, so you can check what a number means without opening several articles.

Metrics and Formulas

CTR and CTOR answer different questions and should not be compared directly: CTR is measured against Delivered, CTOR against Opens. A campaign can have a low CTR and a high CTOR at the same time — few people opened it, but those who did clicked.

Where Unique Values Are Counted

The same metric can be built either from total actions or from unique contacts, depending on the level of the report:

• Aggregated views — the account-wide, per-channel, and per-workflow summaries on the Home dashboard count total opens and clicks, so one contact who opens a message three times adds three opens.
• Campaign (broadcast) reports — a report for an individual campaign counts unique opens and clicks: one contact contributes at most one open and one click. In these reports, OR, CTR, CTOR, and CVR are therefore built from unique values.

This is why the same campaign can show slightly different rates on the dashboard and in its own report. See Displaying Performance for the full comparison of levels.

Notes on Specific Channels

• SMS has no open tracking, so opens, OR, and CTOR are not calculated for it.
• In-App messages and Web Widgets are counted by Views instead of Sent and Delivered.
• For Mobile Push + In-App bundles, the click is attributed to the In-App, not to the Mobile Push.
• Some delivery confirmations arrive up to 72 hours later; they are counted on the day the messages were sent.

Related Articles

• Displaying Performance — metrics on the Home dashboard, by channel and by workflow
• Bulk Email Reports — the report for an individual email campaign
• Setting Up Revenue Tracking — how conversions and conversion value are attributed