Campaign metrics

You can review campaign and touchpoint metrics in Optimizely Data Platform (ODP). See Measure performance for an individual campaign for information on where to find these metrics.

Metric definitions

• Qualified – The number of times customers qualified for the campaign based on the segment, campaign constraints, and other options in campaign Enrollment.
• Sends – The number of times a message was sent to customers. This count can be lower than Qualified when the template uses abort statements.
• Opens – The number of times customers opened an email or an app push message or clicked a web push message. 
• Open Rate – The number of customers who opened the message compared to those who received the message.
• Clicks (email only) – The number of times customers clicked a link in the message.
• Click Rate – The number of customers who clicked a link in the message compared to those who received the message (expressed as a percentage).
• Click-to-Open Rate – The number of customers who clicked a link in the message compared to those who opened the message (expressed as a percentage).
• Opt-Outs – The number of customers who unsubscribed from all marketing communication. 
• List Unsubscribes (email only) – The number of customers who unsubscribed from the mailing list associated with the campaign.
• Conversions – The number of purchases a customer makes by opening or clicking a message. ODP calculates the conversion and revenue data from the previous three days.
• Revenue – The total revenue from the subtotal fields associated with conversions.
• Bounces (email only) – The number of times a delivery attempt failed. A bounce can happen for various reasons, including when a mailbox is full or when an email address does not exist. See Standard event definitions.
• Spam Reports (email only) – The number of times a customer marks a message as spam.
• Aborts – The number of messages that are canceled after meeting pre-configured abort statements built into the message's template.