Email report metrics glossary

Variation

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

Calculation: Count

Emailable

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

Calculation: Count

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)

Unique Recipients

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

This number is received from Braze.

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.

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.

Calculation: Count

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.

Calculation: (Sends) - (Bounces)

Deliveries %

Deliveries % is the percentage of total number of messages (Sends) successfully sent to and received by emailable parties.

Calculation: (Sends - Bounces) / (Sends)

Bounces

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

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.

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

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.

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.

Calculation: Count

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.

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.

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 and measured by dispatch_id. This includes clicks on Braze-provided unsubscribe links.

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.

Revenue

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

Calculation: Count

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.

Confidence

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

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.

Calculation: Count

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.

Calculation: Count

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)