Depending on the type of email campaign, some or all of the following screens are displayed on the reporting page.
Note that the texts in blue in the screens are clickable links which take you to the actual list of contacts.
As a quick reminder, here is the onboarding video about the Email Reporting Screens:
Calling the /v2/email/unsubscribe API endpont in case of Custom Unsubscribe Solution is crucial for the unsubscribe to show up in Open Data and the Email Reporting Screens.
Trend Reporting
For on-event email campaigns, the Trend Reporting tab is the first one displayed. This shows the standard Trend reporting, but not the Comparison or Revenue Reporting tabs.
Results Summary
The Results Summary tab is the first report to be shown for ad hoc and child recurring campaigns.
At the top it provides an overview of the most important metrics:
The Opened rate is calculated based on the number of delivered campaigns.
Results Summary displays the calculated data about 30 minutes after the campaign launch. Until then, in the first 30 minutes, it displays 0.
Below this is a complete breakdown of all responses, grouped by category.
Number of emails not sent
First of all you see the Original launch list, which is the recipient source minus those contacts who have previously unsubscribed or whose email address is invalid. Below that you can see all the other reasons why a contact may not have received this email.
The entries shown on this list will depend on the features you have enabled; for a detailed breakdown of these metrics, click here.
These numbers may not always add up exactly, since it can be hard to verify every invalid email address before the launch. To avoid possible confusion, we strongly recommend adding the condition Email valid = TRUE to all segments you use for email campaigns.
Bounces
The emails which could not be delivered are listed by their bounce type.
- For a detailed breakdown of these metrics, click here.
Responses
The standard responses (clicks and opens) are listed. Please note that it is currently not possible to segment contacts by mobile response.
For a detailed breakdown of these metrics, click here.
Other activities
This gives an overview of the responses to the standard forms you have included in the email, as well as Unsubscribes and Complaints.
- For a detailed breakdown of these metrics, click here.
Individual Link Tracking
The Individual Link Tracking tab lists all the links in your email and shows how many contacts clicked each one. Repeated clicks are also shown.
Use the P1 and P2 drop-downs to compare responses by different segments within the launch list.
In the table below, the exact response figures are given for each link. Here, the links are listed by their content groups and sections in the email template.
If links appear more than once in your email, you can sort them by their URL rather than their section by activating the view links grouped by URL checkbox. In this way you can see the total clicks for these links.
You can also click the link names to view all the contacts who responded, and save this as a contact list (please note that this only works if All recipients are selected in the P1 and P2 drop-downs).
Note: If you find that you have a lot of links on this page, you may want to reconsider how you name dynamic links from external events.
Visual Link Tracking
The Visual link tracking page provides a ‘heat map’ of your campaign with all the tracked links marked and their responses listed. This is a purely visual aid – no drill-down or segmentation is available.
Each link is shown with two numbers, representing the unique clicks (i.e. the number of contacts who clicked it) and the total clicks (sum of all clicks by all contacts).
The legend in the top right above the message indicates the ratings from Best (green) to Average (orange) to Worst (red).
Visual Link Tracking does not work for the following:
- Campaigns with Relational Data tokens: Visual Link Tracking is not supported for campaigns containing Relational Data tokens, which do not have a value for them in their relevant table. As no value available, nothing can be displayed for them.
- Deep links: We recommend to use Deep link tracking for mobile instead.
Click Rate Over Time
The Click Rate Over Time tab shows you the clicks made in your email during the days following the launch. You can show the totals per day or Accumulated over time.
The default time period when you open this tab is for 14 days after the launch. You can adjust this using the controls on the right. Selecting a single day changes the chart to show clicks over the 24 hours of that day.
The table below lists the exact figures for the time period and you can click the day to display the contacts and save them as a list.
How does this benefit me?
This report can help you to anticipate two things:
- How soon you can expect clicks after launch.
- The time of day when most of the clicks take place.
Open Rate Over Time
The Open Rate Over Time tab shows you the total number of open indications for your email over the days following the launch.
Note: This counts only confirmed opens. Some of the recipients who viewed the email without downloading images or clicking a link cannot be tracked.
The default time period when you open this tab is for 14 days after the launch. You can adjust this using the controls on the right. Selecting a single day changes the chart to show opens over the 24 hours of that day.
The table below lists the exact figures for the time period, and you can click the day to display the contacts and save them as a list.
How does this benefit me?
This report can help you to anticipate two things:
- How soon you can expect opens after launch.
- The time of day when most of the opens take place.
Mobile Reporting
On the Mobile Reporting page you can see how many recipients opened your campaign on a mobile device.
You can set your report to analyze:
- All emails – This selects only those campaigns for which verified mobile responses are available.
- Emails in a certain category – This selects all campaigns in this category.
- Individual emails – This selects only one single email launch.
According to your selection, the following information will be displayed.
General analysis
- The total email campaigns launched which registered mobile responses.
- The total emails delivered in these campaigns.
Opens and Clicks
- The total number of recipients who opened on mobile devices and clicked on mobile devices.
- The mobile open rate and mobile click rate of the selected campaigns.
- The mobile open rate as a percentage of all opens.
- The mobile click-through rate (mobile clicks as a percentage of mobile opens).
Distribution by client
- The mobile open and click rates per device.
Note: No drill-downs or segmentation options are available here, and for on-event and recurring emails the child email data is only available for launches since January, 2012.
Please note that the latest update to iOS 15, expected to be released in September 2021, will give the user the possibility to block the tracking of email opens in the iOS Mail app. Here you can see the opens and clicks distributed by devices, so you can get an idea about what devices your contacts use, but not the email application. Open tracking will only be blocked for the iOS Mail app, for example contacts using Gmail on iOS will not be affected. For more information, see iOS 15 update blocks tracking of email opens.
Tracking mobile responses
You may occasionally notice variations in your mobile click rates. This is because mobile clicks redirect the recipient to a mobile browser, and mobile browsers are continually developing. We update our tracking methods to keep abreast of the latest technology, but it could happen that there is a short period during which the mobile rate falls because these clicks are being counted as desktop responses. The mobile rate will rise again once they are correctly recognized as mobile again.
Mobile opens, on the other hand, are recorded by the mobile client when the email is first opened on that client, and are therefore a more reliable metric.
Deliverability Reporting
For all email campaigns, the Deliverability Reporting tab is the last one to be shown.