Report metrics glossary

AMP Clicks

AMP Clicks is the total number of clicks in your AMP HTML email, cumulative of the HTML, plaintext, and AMP HTML versions of the email.

AMP Opens

AMP Opens is the total count for opens in your AMP HTML email and AMP HTML versions of the email.

Audience

Audience is the percentage of users who received a particular message. This number is received from Braze.

Calculation: (Number of Recipients in Variant) / (Unique Recipients)

Bounces

Bounces is the total number of messages that were unsuccessfully delivered to the intended recipients.

This could occur because there isn’t a valid push token, the user unsubscribed after the campaign was launched, or the email address is inaccurate or deactivated.

Email

An email bounce for customers using SendGrid consists of hard bounces, spam (spam_report_drops), and emails sent to invalid addresses (invalid_emails).

For email, Bounce % or Bounce Rate is the percentage of messages that were unsuccessfully sent or designated as “returned” or “not received” from send services used or not received by the intended emailable users.

Push

These users have been automatically unsubscribed from all future push notifications.

Body Click

Push Story Notifications record a Body Click when the notification is clicked. It will not be recorded when a message is expanded, or for action button clicks.

Calculation: (Body Clicks) / (Impressions)

Body Clicks

Body Clicks occur when a user clicks on a message that doesn’t have buttons (Button 1, Button 2) and was created with the traditional editor, and when a message created with the HTML editor or drag-and-drop editor uses brazeBridge.logClick() with no arguments.

For more details, refer to the SDK changelogs for iOS and Android.

Calculation: (Body Clicks) / (Impressions)

Button 1 Clicks

Button 1 Clicks is the total number of clicks on Button 1 of the message.

Calculation: (Button 1 Clicks) / (Impressions)

Button 2 Clicks

Button 2 Clicks is the total number of clicks on Button 2 of the message.

Calculation: (Button 2 Clicks) / (Impressions)

Choices Submitted

Choices Submitted is the total number of choices selected when the user clicks the submit button on the survey question page of a simple survey.

Click-to-Open Rate

Click-to-Open Rate is the percentage of delivered emails that have been opened by a single user or machine at least once, and is only available in the Report Builder.

Calculation: (Unique Clicks) / (Unique Opens) (for Email)

Confirmed Deliveries

Confirmed Deliveries are when the carrier has confirmed the message was delivered to the target phone number.

As a Braze customer, deliveries are charged toward your SMS allotment.

Calculation: Count

Confidence

Confidence is the percentage of confidence that a certain variant of a message is outperforming the control group.

Confirmation Page Button

Confirmation Page Button is the total clicks on the call to action button on the confirmation page of a simple survey.

Confirmation Page Dismissals

Confirmation Page Dismissals is the total clicks on the close (x) button on the confirmation page of a simple survey.

Conversions (B, C, D)

Conversions (B, C, D) are additional conversion events added after the primary conversion event. This is the number of times a defined event occurred after interacting with or viewing a received message from a Braze campaign.

This defined event is determined by you when building the campaign. For email, push, and webhooks, we start tracking conversions after the initial send. For Content Cards, this count begins when they view a Content Card for the first time.

In-app messages

For in-app messages, a conversion is counted if the user has received and viewed the in-app message campaign, and subsequently performs the specific conversion event within the defined conversion window, regardless of whether they clicked on the message or not.

Conversions are attributed to the most recently received message. If re-eligibility is enabled, the conversion will be assigned to the latest in-app message received, provided that it occurs within the defined conversion window. However, if the in-app message has already been assigned a conversion, then the new conversion cannot be logged for that specific message. This means that each in-app message delivery is associated with only one conversion.

Total Conversions

Total Conversions is the total number of times a user completes a specific conversion event after viewing an in-app message campaign.

When a user views an in-app message campaign only once, only one conversion is counted, even if they perform the conversion event multiple times later on. However, if re-eligibility is turned on and the user sees the in-app message campaign multiple times, Total Conversions can increase once for each time the user logs an impression for a new instance of the in-app message campaign.

For example, if a user triggers an in-app message twice and converts after each in-app message impression (resulting in two conversions), then Total Conversions will increase by two. However, if there was only one in-app message impression followed by two conversion events, only one conversion will be logged, and Total Conversions will increase by one.

Close Message

Close Message is the total number of clicks on the close button of the message. This only exists for in-app messages created in the drag-and-drop editor, not the traditional editor.

Conversion Rate

Conversion Rate is the percentage of times a defined event occurred compared to all recipients of a message. This defined event is determined when you build the campaign.

In-app messages

The metric of total daily Unique Impressions is used to calculate the Conversion Rate for in-app messages.

Impressions for in-app messages can only be counted once per day. On the other hand, the number of times a user completes a desired action (a “conversion”) can increase within a 24-hour period. While conversions can happen more than once per day, impressions cannot. Therefore, if a user completes a conversion multiple times within a day, the Conversion Rate can increase accordingly, but impressions will only be counted once.

Conversion Window

Conversion Window is the number of days after receiving the message during which user actions are tracked and attributed to a conversion event. Conversions that occur after this window are not attributed to the conversion event.

Deliveries

Deliveries is the total number of message requests that are accepted by the receiving server. This doesn’t mean the message was delivered to a device, only that the message was accepted by the server.

For emails, Deliveries is the total number of messages (Sends) successfully sent to and received by emailable parties.

Delivery Failures

Delivery Failures are when the SMS couldn’t be sent because of queues overflowing (sending SMS at a rate higher than your long or short codes can handle).

Reach out to Braze Support for assistance in understanding the reasons for delivery failures.

Calculation: (Sends) - (Sends to Carrier)

Direct Opens

Direct Opens is the total number (and percentage) of push notifications that were directly opened from that push.

Calculation: (Direct Opens) / (Deliveries)

Emailable

Emailable is the total number of users who have an email address on record and have explicitly opted in or subscribed.

Calculation: Count

Errors

Errors is the number of errors returned by webhook events (incremented during the sending process).

Errors are included in the Sends count but are not included in the Unique Recipients count.

Estimated Real Opens

Estimated Real Opens is an estimate of how many unique opens there would be if machine opens did not exist, and is the result of a proprietary Braze statistical model.

Failures

Failures are when the WhatsApp message couldn’t send because the internet service provider returned a hard bounce. A hard bounce signifies a permanent deliverability failure.

Failures are included in the Sends count but not in the Deliveries count.</td>

Calculation (Failure Rate): (Failures) / (Sends)

Hard Bounce

A Hard Bounce is when an email fails to deliver to the recipient due to a permanent delivery error. A hard bounce might occur because the domain name doesn’t exist or because the recipient is unknown.

When this occurs, Braze marks the email address as invalid but does not update the user’s subscription status. If an email receives a hard bounce, we will stop any future requests to this email address.

Help

Help is when a user replied to your message with a HELP keyword and was dispatched a HELP auto-response.

A user reply is measured anytime a user sends an inbound message within four hours of receiving your message.

Influenced Opens

Influenced Opens is the total number (and percentage) of users who opened the app after the push notification was sent, without directly opening the push.

Calculation: (Influenced Opens) / (Deliveries)

Lifetime Revenue

Lifetime Revenue is the total PurchaseEvents price value (in USD) received since inception.

Lifetime Value Per User

Lifetime Value Per User is the average of the sum of the campaign and Canvas revenue for a given day.

Average Daily Revenue

Average Daily Revenue is the Lifetime revenue divided by your total Users (located on your home page).

Daily Purchases

Daily Purchases is the average of the total unique PurchaseEvents over the time period.

Daily Revenue Per User

Daily Revenue Per User is the average daily revenue per daily active user.

Machine Opens

Machine Opens includes the proportion of “opens” that are affected by Apple’s Mail Privacy Protection (MPP) for iOS 15. For example, if a user opens an email using the Mail app on an Apple device, this will be logged as a Machine Opens.

This metric is tracked starting November 11, 2021 for SendGrid and December 2, 2021 for SparkPost.

Opens

Opens are instances including both Direct Opens and Influenced Opens in which the Braze SDK has determined, using a proprietary algorithm, that a push notification has caused a user to open the app.

Opt-Out

Opt-Out is when a user replied to your message with an opt-out keyword and was unsubscribed from your SMS program.

A user reply is measured anytime a user sends an inbound message within four hours of receiving your message.

Other Opens

Other Opens includes emails that haven’t been identified as Machine Opens. For example, when a user opens an email on another platform (such as Gmail app on a phone, Gmail on desktop browser), this will be logged as an Other Opens.

Note that a user can also open an email (such as the open counts toward Other Opens) before a Machine Opens count is logged. If a user opens an email once (or more) after a machine open event from a non-Apple Mail inbox, then the amount of times that the user opens the email is calculated toward Other Opens and only once toward Unique Opens.

Pending Retry

Pending Retry is the number of requests that were temporarily rejected, by the receiving server, but still attempted for re-delivery by the email service provider (ESP). The ESP will retry delivery until a timeout period is reached (typically after 72 hours).

Primary Conversions (A) or Primary Conversion Event

Primary Conversions (A) or Primary Conversion Event is the number of times a defined event occurred after interacting with or viewing a received message from a Braze campaign. This defined event is determined by you when building the campaign.

For email, push, and webhooks, we start tracking conversions after the initial send. For Content Cards and in-app messages, this count begins when they view a Content Card or message for the first time.

Reads

Reads is when the user reads the WhatsApp message. The user’s read receipts must be “On” for Braze to track reads.

Received

Received is defined differently per channel, and can be when users view the message, users perform a defined trigger action, or the message is sent to the message provider.

• Content Cards: Received when users view the card in the app.
• Push: Received when messages are sent from the Braze server to the push provider.
• Email: Received when messages are sent from the Braze server to the email service provider.
• SMS/MMS: “Delivered” after the SMS provider receives confirmation from the upstream carrier and destination device.
• In-app message: Received at the time of display based on the trigger action defined.
• WhatsApp: Received at the time of display based on the trigger action defined.

Rejections

Rejections are when the SMS has been rejected by the carrier. This can happen for several reasons, including carrier content filtering, availability of the destination device, the phone number is no longer in service, and similar.

As a Braze customer, rejections are charged toward your SMS allotment.

Calculation: Count

Revenue

Revenue is the total revenue in dollars from campaign recipients within the set primary conversion window.

Sent

Sent is every time a campaign or Canvas step has been launched or triggered, and an SMS has been sent from Braze. It’s possible that the SMS didn’t reach a user’s device due to errors.

Calculation: Count

Sends

Sends is the total number of messages sent in a campaign. After launching a scheduled campaign, this metric will include all messages sent, regardless of whether they have been sent out yet due to rate limiting. This doesn’t mean the message was received or delivered to a device, only that the message was sent.

This metric is provided by Braze. Note that upon launching a scheduled campaign, this metric will include all messages sent, regardless of whether they have been sent out yet due to rate limiting.

Calculation: Count

Messages Sent

Messages Sent is the total number of messages sent in a campaign. After launching a scheduled campaign, this metric will include all messages sent, regardless of whether they have been sent out yet due to rate limiting. This doesn’t mean the message was received or delivered to a device, only that the message was sent.

This metric is provided by Braze. Note that upon launching a scheduled campaign, this metric will include all messages sent, regardless of whether they have been sent out yet due to rate limiting.

Calculation: Count

Sends to Carrier

Sends to Carrier is deprecated, but will continue to be supported for users that already have it. It’s the sum of Confirmed Deliveries, Rejections, and Sends where delivery or rejection wasn’t confirmed by the carrier. This includes instances where carriers don’t provide delivery or rejected confirmation, as some carriers don’t provide this confirmation or can’t do so at the time of send.

Calculation: Count

Soft Bounce

A Soft Bounce is when an email fails to deliver to the recipient due to a temporary delivery error, even though the recipient’s email address is valid. A soft bounce might occur because the recipient’s inbox is full, the server was down, or the message was too large for the recipient’s inbox.

If an email receives a soft bounce, we will usually retry within 72 hours, but the number of retry attempts varies from receiver to receiver.

Spam

Spam is the total number of emails delivered that were marked as “spam.” Braze automatically unsubscribes users that marked an email as spam, and those users won’t be targeted by future emails.

Survey Page Dismissals

Survey Page Dismissals is the total clicks on the close (x) button on the survey question page of a simple survey.

Survey Submissions

Survey Submissions is the total clicks on the submit button of a simple survey.

Total Clicks

Total Clicks is the total number (and percentage) of users who clicked within the delivered message, regardless of whether the same user clicks multiple times.

For LINE, this is tracked after a minimum threshold of 20 messages per day has been reached. For AMP emails, this is the total clicks in the HTML and plaintext versions.

Total Dismissals

Total Dismissals is the number of times Content Cards from a campaign have been dismissed. If a user dismisses a message twice, they will be only counted once.

Calculation: Count

Total Impressions

Total Impressions is the number of times the message has been loaded and appears on a user’s screen, regardless of prior interaction (for example, if a user is shown a message twice, they will be counted twice).

This number is a sum of the number of impression events that Braze receives from the SDKs. For Content Cards, this is the total count of impressions logged for a given Content Card. This can increment multiple times for the same user.

For in-app messages, if there are multiple devices and re-eligibility is off, the user should only see the in-app message once. Even if the user uses multiple devices, they will only see it on the first device that is targeted. This assumes that the profile has consolidated devices and a user has one user ID that they are logged into across devices. If re-eligibility is on an impression is logged for every time that user sees the in-app message.

Calculation: Count

Total Opens

Total Opens is the total number of messages that were opened.

For LINE, this is tracked after a minimum threshold of 20 messages per day has been reached. For AMP emails, this is the total opens for the HTML and plaintext versions.

Total Revenue

Total Revenue is the total revenue in dollars from campaign recipients within the set primary conversion window.

This metric is only available on Campaign Comparison Reports through the Report Builder

Unique Clicks

Unique Clicks is the distinct number of recipients who have clicked within a message at least once and is measured by dispatch_id.

This is tracked over a seven-day period for email. This includes clicks on Braze-provided unsubscribe links. For LINE, this is tracked after a minimum threshold of 20 messages per day has been reached.

Unique Dismissals

Unique Dismissals is the number of users who have dismissed Content Cards from a campaign. A user dismissing a Content Card from a campaign multiple times represents one unique dismissal.

Calculation: (Unique Dismissals) / (Unique Impressions)

Unique Impressions

Unique Impressions is the total number of users who received and viewed a given message in a day.

For in-app messages, unique impressions can be incremented again after 24 hours if re-eligibility is on and a user performs the trigger action. If re-eligibilty is on, Unique Impressions = Unique Recipients.

For Content Cards, the count should not increment the second time a user views a card.

Calculation: Count

Unique Opens

Unique Opens is the total number of delivered messages that have been opened by a single user at least once and are tracked over a seven-day period.

For email, this is tracked over a 7 day period. For LINE, this is tracked after a minimum threshold of 20 messages per day has been reached.

Unique Recipients

Unique Recipients is the number of unique daily recipients, or users who received a particular message in a day.

Because a viewer can be a unique recipient every day, you should expect this to be higher than Unique Impressions. This number is received from Braze and is based on the user_id.

Calculation: Count

Unsubscribers or Unsub

Unsubscribers or Unsub is the number of messages resulting in an unsubscription. Unsubscriptions occur when a user clicks on the Braze unsubscribe link.

Unsubscribes

Unsubscribes is the number of recipients whose subscription state changed to unsubscribed as a result of clicking the Braze provided unsubscribe URL.

Calculation: (Unsubscribes) / (Deliveries)

Variation

Variation is the number of variations of a campaign, differing as defined by the creator.

Calculation: Count