The total number of users who clicked into the AMP version of your AMP HTML Email.
Report Metrics Glossary
These are terms you'll find in your reports in your Braze account. Search for the metrics you need or filter by channel.
This glossary does not necessarily include metrics you might see in Currents or other downloaded reports outside of your Braze account.
Select Channels to narrow the glossary:
The total number of messages that were unsuccessful. This could occur because there is not 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)
Total number of choices selected when the user clicks the submit button on the survey question page of a Simple Survey.
The percentage of opened emails that were clicked. This metric is only available in the Report Builder.
Calculation: (Unique Clicks) / (Unique Opens) (for Email)
Total clicks on the close (x) button on the confirmation page of a Simple Survey.
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.
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.
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" once 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.
The SMS has been rejected by the carrier. This can happen for a number of reasons including carrier content filtering, availability of the destination device, the phone number is no longer in service, etc. As a Braze customer, rejections are charged toward your SMS allotment.
Calculation: Count
This stat is the sum of Confirmed Deliveries, Rejections, and Sends where delivery or rejection was not confirmed by the carrier. There are instances where carriers do not provide delivery or rejected confirmation, as some carriers do not provide this confirmation or were unable to do so at the time of send.
Calculation: Count
Total clicks on the close (x) button on the survey question page of a Simple Survey.
Total clicks on the submit button of a Simple Survey.
The total number of purchases made, based on last-click attribution*. This metric counts multiple purchases from a single user, for example if one user makes two purchases, the count will increment by two. This metric is only available on Campaign Comparison Reports, via the Report Builder.
*Last-click attribution means that in order for revenue to be attributed to a campaign, that campaign must:
1. Be the last campaign the user clicked prior to purchasing, and
2. Be clicked by the user less than 3 days prior to purchasing.
The amount of revenue generated by this campaign, based on last-click attribution*. This metric is only available on Campaign Comparison Reports, via the Report Builder.
*Last-click attribution means that in order for revenue to be attributed to a campaign, that campaign must:
1. Be the last campaign the user clicked prior to purchasing, and
2. Be clicked by the user less than 3 days prior to purchasing.
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
Distinct number of recipients who have clicked within a message at least once. This is tracked over a 7 day period for Email. Note that clicks on Braze-provided unsubscribe links are counted as unique clicks.
Calculation: (Unique Clicks) / (Deliveries) (for Email) or (Unique Clicks) / (Unique Impressions) (for Content Cards)
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
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