Campaign metrics

  • Updated

You can review campaign metrics for campaigns and touchpoints. For more information, go to the measure performance article. 

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 figure can be lower than the Qualified number when the template uses abort statements.

Opens – The number of times customers opened the email and/or app push message and/or clicked the web push message.

Open Rate – The number of customers who opened the message compared to the number of customers who received the message (expressed as a percentage).

Clicks (email only) – The number of times customers click on a link in the message.

Click Rate – The number of customers who clicked a link in the message compared to the number of customers 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 the number of customers 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 made from a customer opening or clicking a message message. The standard Optimizely attribution model attributes conversions and revenue to the campaign that a customer most recently opened or clicked, looking back a maximum of 3 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. Refer to the standard event definitions article.

Spam Reports (email only) – The number of times a customer marks a message as spam.

Aborts – The number of messages that canceled after meeting pre-configured abort statements built into the message's template.