Report metrics glossary

AMP Clicks

The total number of users who clicked into the AMP version of your AMP HTML Email.

Audience

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

Bounces

The total number of unsuccessful messages. This could occur because there isn’t a valid push token, the email addresses were incorrect or deactivated, or the user unsubscribed after the campaign was launched. An email bounce for customers using SendGrid consists of hard bounces, spam, and emails sent to invalid addresses.

Calculation: (Bounces) / (Sends)

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

Occurs when someone clicks on any of the following in-app message types:

• Slide-up
• Modal
• Fullscreen that has no buttons

Calculation: (Body Clicks) / (Impressions)

Button 1 Clicks

The total number of clicks on Button 1 of the message.

Calculation: (Button 1 Clicks) / (Impressions)

Button 2 Clicks

The total number of clicks on Button 2 of the message.

Calculation: (Button 2 Clicks) / (Impressions)

Choices Submitted

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

The percentage of opened emails that were clicked. This metric is only available in the Report Builder.

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

Confirmed Deliveries

The carrier has confirmed that the SMS was delivered to the target phone number. As a Braze customer, deliveries are charged toward your SMS allotment.

Calculation: Count

Confidence

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

Confirmation Page Button

The total clicks on the call to action button on the confirmation page of a simple survey.

Confirmation Page Dismissals

The total clicks on the close (x) button on the confirmation page of a simple survey.

Conversions (B, C, D)

Additional conversion events added after the primary conversion event. 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 the marketer 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.

Conversion Rate

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

Calculation: (Primary Conversions) / (Unique Recipients)

Conversion Window

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

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.

Calculation: Count

Delivery Failures

The SMS could not be sent due to queues overflow (sending SMS at a rate higher than your long or short codes can handle).

Calculation: (Sends) - (Sends to Carrier)

Direct Opens

The total number (and percentage) of push notifications that were directly opened from that push.

Calculation: (Direct Opens) / (Deliveries)

Errors

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

Failures

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

Influenced Opens

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)

Pending Retry

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

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 the marketer 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

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

Received

• 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

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

Sends

Sends, or 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

Sends to Carrier

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

Spam

The total number of emails delivered that were marked as “spam.”

Calculation: (Marked as Spam) / (Sends)

Survey Page Dismissals

The total clicks on the close (x) button on the survey question page of a simple survey.

Survey Submissions

The total clicks on the submit button of a simple survey.

Total Clicks

The total number (and percentage) of users who clicked within the delivered email, card, or message. For LINE, this is tracked after a minimum threshold of 20 messages per day has been reached.

Total Dismissals

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

The number of times the in-app message has been viewed (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.

Calculation: Count

Total Opens

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.

Total Revenue

The total revenue in dollars from campaign recipients within the set primary conversion window. This metric is only available on Campaign Comparison Reports, via the Report Builder.

Unique Clicks

The distinct number of recipients who have clicked within a message at least once. This is tracked over a 7-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

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

The total number of users who received and viewed a given in-app message or card 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. Conversely, the count should not increment the second time a user views a Content Card. This number is received from Braze.

Calculation: Count

Unique Opens

This is the total number of delivered emails that have been opened by a single user at least once and are tracked over a 7-day period. For LINE, this is tracked after a minimum threshold of 20 messages per day has been reached.

Calculation: (Unique Opens) / (Deliveries)

Unique Recipients

The number of unique daily recipients, or users who received a particular message in a day. This number is received from Braze and is based on the user_id.

Calculation: Count

Unsubscribes

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 of a campaign, differing as defined by the creator.

Calculation: Count