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 in other downloaded reports outside of your Braze account.

Select Channels below to narrow the glossary:

Audience

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

Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Body Clicks

Occurs when someone clicks on a slideup, modal, or full-screen in-app message that has no buttons.

Calculation: (Body Clicks) / (Impressions)
Filter Category: In-App Message

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)
Filter Category: All Push, Email, Web Push, iOS Push

Button 1 Clicks

Total number of clicks on Button 1 of the message.

Calculation: (Button 1 Clicks) / (Impressions)
Filter Category: In-App Message

Button 2 Clicks

Total number of clicks on Button 2 of the message.

Calculation: (Button 2 Clicks) / (Impressions)
Filter Category: In-App Message

Confidence

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

Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

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)
Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Conversions (B, C, D)

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.

Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Deliveries

The total number of messages successfully sent to and received by eligible users.

Calculation: (Sends - Bounces) / (Sends)
Filter Category: All Push, Email, Web Push, iOS Push, Android Push

Direct Opens

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

Calculation: (Direct Opens) / (Deliveries)
Filter Category: iOS Push, Android Push

Errors

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

Filter Category: Webhook

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)
Filter Category: iOS Push, Android Push

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).

Filter Category: Email

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 Content Cards, this count begins when they view a Content Card for the first time.

Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Revenue

The total revenue in dollars from campaign recipients within the set primary conversion window.

Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Sends

The total number of messages sent in a campaign. This number is received from Braze.

Calculation: Count
Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Spam

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

Calculation: (Marked as Spam) / (Sends)
Filter Category: Email

Total Clicks

The total number (and percentage) of users who clicked within the delivered email or card.

Calculation: (Total Clicks) / (Deliveries) (for Email) or (Total Clicks) / (Total Impressions) (for Content Cards)
Filter Category: Email, News Feed, Content Cards

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
Filter Category: Content Cards

Total Impressions

The number of users whose devices reported that the in-app message has been delivered, or card has been viewed (if a user receives 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
Filter Category: In-App Message, News Feed, Content Cards

Total Opens

The total number of messages that were opened.

Calculation: (Opens) / (Deliveries) (for Email) or (Unique Opens) / (Deliveries) (for all Push)
Filter Category: Email, iOS Push, Android Push, Web Push, All Push

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.

Calculation: (Unique Clicks) / (Deliveries) (for Email) or (Unique Clicks) / (Unique Impressions) (for Content Cards)
Filter Category: Email, News Feed, Content Cards

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)
Filter Category: Content Cards

Unique Impressions

The total number of people who actually received and viewed the in-app message or card (if a user receives a message twice, they will be only counted once).

Calculation: Count
Filter Category: In-App Message, News Feed, Content Cards

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)
Filter Category: Email

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
Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook

Unsubscribes

The number of recipients whose subscription state changed to unsubscribed as a result of clicking the Braze provided unsubscribe URL.

Calculation: (Unsubscribes) / (Deliveries)
Filter Category: Email

Variation

Variation of a campaign, differing as defined by the creator.

Calculation: Count
Filter Category:  Content Cards, Email, In-App Message, News Feed, Web Push, iOS Push, Android Push, Webhook
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