Read a campaign report
What each tile, chart and table on a sent campaign means, and why revenue can show a dash.
Where it is in the app
Open Home, choose Email & SMS, then Campaigns.
- Home
- Email & SMS
- Campaigns
Every campaign that has gone out has a report. It shows who got the email, who was held back, what the inboxes did with it, and what people went on to buy.
#Open the report
Open Email & SMS, then Campaigns.
On screenEmail & SMS › CampaignsClick a campaign with the status Sent, Sending, Paused or Cancelled.
A Draft or Scheduled campaign opens the builder instead, because it has nothing to report yet. Under the name, a line says when it went out, and the audience and From address.
#The tiles
| Tile | What it counts |
|---|---|
| in the list | Everyone in the audience when it was sent. |
| held back by us | People we chose not to email. Press See who → to read them. |
| delivered | Emails an inbox accepted, with the percentage of what left. |
| opened | People who opened it. Read the note below. |
| clicked | People, not clicks, as a percentage of delivered. |
| orders from this email | Revenue from orders credited to this email, with the revenue per delivered email underneath. |
| unsubscribed from this email | People who pressed unsubscribe. |
| marked it as spam | People who reported it. These are counts, not rates, because one complaint matters. |
#Opens are not reliable
Apple Mail downloads the tracking image for mail nobody read. The opened tile says how many opens it could tie to a person and how many were "loaded by a mail provider". Judge a campaign by clicked, not opened.
#Clicks and filtered clicks
Some company mail systems open every link before the reader sees it. Those clicks are not customers. With the default setting they are left out, and the clicked tile says "14 clicks filtered as automated". You can change this in Settings → Attribution.
#Why revenue can show a dash
Revenue shows a dash when nobody clicked. If anybody clicked, it prints a number even when the number is zero, because "they clicked and bought nothing" is a result. How an order is credited to an email is explained in "How revenue is matched to your emails".
#The two funnels
After sending shows what the inboxes did:
- Delivered.
- Dead address. The address was removed from your list. Nothing else will be sent there.
- Temporary problem. A full mailbox or a busy server. We retry these.
- The provider refused us. This is their decision about our servers, not about the person. They stay on your list.
- Refused for a technical reason at our end. Nobody is removed for this.
- Marked as spam.
- Unsubscribed.
Only rows with people in them are shown, plus Delivered.
#Links and inboxes
Where it landed shows Left and Delivered for each inbox provider. A company domain hosted by Google counts as "Other" here, because it is worked out from the address.
#Every person
The table at the bottom has the columns Contact, What happened, Why and When. Filters across the top are All, Held back, Bounced, Clicked, Opened, Unsubscribed and Spam, each with a count. The list pages with Previous and Next.
For one person's full record, search the Messages page. It is covered in "See every message you've sent".
#Buttons on the report
- Duplicate makes a draft with the same design and audience.
- Pause and Cancel appear while it is sending.
- A box titled The test appears when the campaign ran an A/B test.
- The tab Edit campaign goes back to the builder.
There is no export button on a campaign report. The Messages page can export a list.
#If it didn't work
- Delivered is lower than in the list. Held back people, bounces and the batches still waiting account for the gap.
- The numbers are still moving. A report fills in as the send finishes and the inboxes answer.
- Revenue is a dash. Nobody clicked yet. Revenue appears when an order follows a click.
- Clicked is lower than in another tool. Automated clicks are filtered out here.