Email reporting

This article covers the different components of your email reporting and where it can be found in the dashboard.

Campaign analytics

Once you’ve launched your campaign, you can return to the details page for that campaign to view key metrics. Navigate to the Campaigns page and select your campaign to open the details page. For email sent in Canvas, refer to Canvas analytics.

From the Campaign Analytics tab, you can view your reports in a series of panels. You may see more or less than those listed in the sections below, but each has its own useful purpose.

Campaign Details

The Campaign Details panel shows a high-level overview of the entire performance for your email.

Review this panel to see overall metrics such as the number of messages sent to the number of recipients, the primary conversion rate, and the total revenue generated by this message. You can also review delivery, audience, and conversion settings from this page.

Changes Since Last Viewed

The number of updates to the campaign from other members of your team is tracked by the Changes Since Last Viewed metric on the campaign overview page. Select Changes Since Last Viewed to view a changelog of updates to the campaign’s name, schedule, tags, message, audience, approval status, or team access configuration. For each update, you can see who performed the update and when. You can use this changelog to audit changes to your campaign.

Email Performance

The Email Performance panel outlines how well your message has performed across various dimensions. The metrics in this panel vary depending on your chosen messaging channel, and whether or not you are running a multivariate test. You can click on the Preview icon to view your message for each variant or channel.

If you want to simplify your view, click Add/Remove Columns and clear any metrics as desired. By default, all metrics are displayed.

Heatmaps

Using heatmaps, you can see how successful different links in a single email campaign. From the Message Analytics section, go to the Email Performance panel. Select Preview & Heatmap to view a preview of your email campaign and the heatmap. Alternatively, you can select the hyperlink in the variant name to view the heatmap.

In this view, you can use the Show Heatmap toggle to bring up a visual view of your email that shows the overall frequency and location of clicks within the lifespan of the campaign. In the Link Table by Total Clicks panel, you can view all of the links in your email campaign and sort by total clicks. This can provide additional insight on where your users navigate. To save a copy of the heatmap for reference, select the download button.

Images

We suggest enabling CORS for your image URLs to help prevent images from breaking in heatmap previews and exports.

Email metrics

Here are some key email-specific metrics that you won’t see in other channels. To see the full definitions of all email metrics used in Braze, refer to our Email Analytics Glossary.

Metric	Definition
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. This number should be between 5–10%. Anything greater than 10% is exceptional!
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. This number should be between 30–40%. Anything greater than 40% is exceptional!
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.
Spam Rate	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. If this metric is greater than 0.08, that could be a sign that either your message copy is too salesy, or you should reconsider your email address collection methods (to confirm you're messaging those who are interested in your correspondence).
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.
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.
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. See the following section for details.
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.
Bounces	Bounces is the total number of messages that were unsuccessfully delivered to the intended recipients.
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.
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.

Estimated real open rate

This statistic uses a proprietary analytical model created by Braze to reconstruct an estimate of the campaign’s unique open rate as if machine opens did not exist. While we receive labels of Machine Opens on some open events from email senders (see above), these labels can often label actual opens as real opens. In other words, the Other Opens are likely an underestimate of real opens (by actual users). Instead, Braze uses click data from each campaign to infer the rate at which actual humans opened the message. This compensates for various machine opening mechanisms, including Apple’s MPP.

Estimated Real Open Rate is calculated 36 hours after email sending has begun and is recalculated every 24 hours thereafter. If a campaign recurs, the estimate is recalculated 36 hours after another send occurs.

Typically around 10,000 delivered emails are required for the statistic to be computed successfully, though that number can vary depending on click rate. If the statistic can’t be computed, then the column displays “–”.

Limitations

Estimated Real Open Rate is only available in campaigns, and is not reported in Current events. This metric is only retroactively calculated for active campaigns launched before November 14, 2023.

Historical performance

The Historical Performance panel allows you to view the metrics from the Message Performance panel as a graph over time. Use the filters at the top of the panel to modify the stats and channels shown in the graph. The time range of this graph will always mirror the time range specified at the top of the page.

To get a day-by-day breakdown, click the hamburger menu and select Download CSV to receive a CSV export of the report.

Conversion event details

The Conversion Event Details panel shows you the performance of your conversion events for your campaign. For more information, refer to Conversion Events.

Conversion correlation

The Conversion Correlation panel gives you insight into what user attributes and behaviors help or hurt the outcomes you set for campaigns. For more information, refer to Conversion correlation.

Retention report

Retention reports show you the rates at which your users have performed a selected retention event over time periods in a specific campaign or Canvas. For more information, refer to Retention reports.

Funnel report

Funnel reporting offers a visual report that allows you to analyze the journeys your customers take after receiving a campaign or Canvas. If your campaign or Canvas uses a control group or multiple variants, you will be able to understand how the different variants have impacted the conversion funnel at a more granular level and optimize based on this data.

For more information, refer to Funnel reports.