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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.

AMP Clicks

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

Audience

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

Bounces

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)

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

Total number of clicks on Button 1 of the message.

Calculation: (Button 1 Clicks) / (Impressions)

Button 2 Clicks

Total number of clicks on Button 2 of the message.

Calculation: (Button 2 Clicks) / (Impressions)

Choices Submitted

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

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

Confirmation Page Dismissals

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 does not 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 could not 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 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 a WhatsApp message is read by the end user. The end 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” 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.

Rejections

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

Revenue per Recipient

The total direct revenue divided by unique recipients. This metric is only available on Campaign Comparison Reports, via the Report Builder.

Calculation: (Total Direct Revenue) / (Unique Recipients)

Sends

Sends, or Messages Sent, is the total number of messages sent in a campaign. Upon 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 does not 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

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

Spam

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

Calculation: (Marked as Spam) / (Sends)

Survey Page Dismissals

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

Survey Submissions

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 or card.

Calculation:
  • Email: (Total Clicks) / (Deliveries)
  • Content Cards: (Total Clicks) / (Total Impressions)

Total Direct Purchases

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.

Calculation: (Total Direct Purchases)

Total Direct Revenue

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.

Calculation: (Total Direct Revenue)

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.

Calculation:
  • Email: (Opens) / (Deliveries)
  • Web push: (Direct Opens) / (Deliveries)
  • iOS, Android, and Kindle push: (Unique Opens) / (Deliveries)

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

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:
  • Email: (Unique Clicks) / (Deliveries)
  • Content Cards: (Unique Clicks) / (Unique Impressions)

Unique Direct Purchases

The number of users who purchased, 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.

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

The total number of delivered emails that have been opened by a single user at least once. This is tracked over a 7-day period for Email.

Calculation: (Unique Opens) / (Deliveries)

Unique Recipients

Unique Daily Recipients. The number of users who received a particular message in a day. This number is received from Braze.

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

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