Read Campaign Analytics: opens, clicks, and deliverability
What every number on Campaign Analytics means, how it's computed, and which sends each tab includes.
Use this page to see whether a broadcast reached people, and what they did with it. For how an open or a click gets counted, read how counting works.
Before you start
- You need at least one sent broadcast. A new account shows No campaigns found in this date range.
- Numbers arrive as subscribers open and click, so a send from a few minutes ago will still be climbing.
Read one campaign
- 1Go to Analytics → Campaign Analytics.
- 2Pick 7d, 30d, 90d, 1y, or Custom at the top right. The line under the title shows the Selected range.
- 3Open the Campaigns tab. Each row is one broadcast, newest first, 20 to a page.
- 4Click a subject. The preview shows the email with click counts on each link, plus unique and total clicks.
What each column means
Avg open rate and Avg click rate on Overview are weighted: all unique opens in the range divided by all delivered. They aren't an average of each campaign's rate, so a large send counts for more than a small one.
| Column | What it counts |
|---|---|
| Recipients | People this send was addressed to. |
| Delivered | Messages AWS SES confirmed. If SES confirmed none, this falls back to the number sent, or recipients minus failures. It's the bottom half of both rates. |
| Bounced | Bounces recorded against this campaign. |
| Complaints | Recipients who marked it as spam. |
| Unique opens | Recipients who opened at least once. One per recipient. |
| Total opens | Every open event, repeats included. |
| Unique clicks | Recipients who clicked at least one link. One per recipient, however many links they clicked. |
| Total clicks | Every click, repeats included. |
| Open rate | Unique opens ÷ delivered, to one decimal place. |
| Click rate | Unique clicks ÷ delivered, to one decimal place. |
| Unsub | Unsubscribes recorded against this campaign. |
What each tab includes
| Tab | Shows | Broadcasts only? |
|---|---|---|
| Overview | Campaign count, delivered, weighted rates, then the four deliverability rates (Pro and Custom) | Top cards yes. Deliverability cards no |
| Campaigns | The table above | Yes |
| Sequence performance | Each sequence, and each email step when you click a row. It has its own range | Sequences only |
| Performance | Range totals, plus the top 5 by open rate from a sample of up to 100 campaigns | Yes |
| Deliverability (Pro and Custom) | Total attempts, delivered, bounced, complaints, failed | No |
| Heatmaps | The campaign table again, plus Top clicked URLs across the range | Table yes. Top URLs no |
| Trends | Daily opens and clicks | No |
| Export | CSV of Campaign performance, Daily trends, or Top clicked links | Depends on the type |
Deliverability
The Deliverability report is on Pro and Custom; on other plans the tab shows an upgrade card. Bounced and complaining addresses are suppressed automatically on every plan.
Total attempts adds up every delivery record in the range: sent, delivered, bounced, complained, and failed. Each rate is that count divided by Total attempts. This tab covers everything you sent, including sequence emails.
The health bars show these targets: delivery rate above 95%, bounce rate below 5%, complaint rate below 0.1%, failure rate below 2%. The Terms set a stricter spam complaint threshold of 0.01%, so a complaint rate inside the bar's target can still be too high.
Delivered on this tab only counts messages AWS SES confirmed. Mail sent through another provider stays as sent, so its Delivery rate can read low or zero even when the mail arrived. Check Bounced and Failed instead.
What happens next
- Addresses that bounce or complain are suppressed. See consent, unsubscribes, and suppression.
- If your rates miss the targets, start with your sending domain.
- To download the numbers, open Export, pick a type, and select Download CSV.
What can go wrong
- No campaigns found in this date range. A campaign falls in the range by the time it finished sending, or by its creation time if it never finished. Widen the range.
- Failed to load campaigns or an error banner: select Retry.
- The campaign CSV stops at 100 rows. Each export returns up to 100 campaigns, newest first. Use a shorter range and export again for older ones.
- Custom shows no change. It applies once both From and To are set. Custom days run in UTC, while the presets count back from now.
Frequently asked questions
Where do I see opens and clicks for a broadcast?
Go to Analytics → Campaign Analytics and open the Campaigns tab. Click a subject to see that email with click counts per link.
Why does a campaign show N/A for its open rate?
The rate is unique opens divided by delivered. When delivered is zero there is nothing to divide by, so the table shows N/A.
Why don't my sequence emails appear under Campaigns?
Sequence sends are left out of the campaign tables and the Overview totals. They have their own Sequence performance tab, with its own range.
Why is the daily opens total higher than my unique opens?
The Trends tab counts every open event, including repeat opens and sequence emails. Unique opens count one per recipient per campaign.
Does Campaign Analytics show conversions?
No. It reports delivery, opens, clicks, and unsubscribes. Sales are not linked to a campaign. See how counting works.
Where are my A/B test results?
In the broadcast's own report: open Broadcast, then the eye icon on the broadcast. It shows each subject line's test sends, unique opens and clicks, and rates. Campaign Analytics shows the broadcast as one campaign, test and winner sends together. See A/B test the subject line.
Ready to try it?
Open your dashboard and follow along — or create a free account.