Email Analytics Glossary

These are terms you'll find in the analytics section of your Email Campaign or Canvas, post-launch. Search for the metrics you need below.

This glossary does not necessarily include metrics you might see in Currents or in other downloaded reports outside of your Braze account.

Audience %

Percentage of users who received a particular variant.

Calculation: Number of Recipients in Variant / Unique Recipients

Bounces

The total number of messages that were unsuccessfully sent or designated as 'returned' or 'not received' from send services used or not received by the intended emailable users. 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.

Hard Bounces: A hard bounce is an email message that has been returned to the sender because the recipient's address is invalid. A hard bounce might occur because the domain name doesn't exist or because the recipient is unknown. If an email has recieved a hard bounce, we will stop any future requests to this email address.

Soft Bounces: A soft bounce is an email message that gets as far as the recipient's mail server but is bounced back undelivered before it gets to the recipient. A soft bounce might occur because the recipient's inbox is full.

An email bounce for customers using Sendgrid consists of hard bounces, spam, and emails sent to invalid addresses.

Calculation: Count

Bounces % or Bounce Rate

The percentage of messages that were unsuccessfully sent or designated as 'returned' or 'not received' from send services used or not received by the intended emailable users. 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 (`spam_report_drops`), and emails sent to invalid addresses (`invalid_emails`).

Calculation: Bounces / Sends

Confidence

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

Deliveries

The total number of messages (Sends) successfully sent to and received by emailable parties.

Calculation: Sends - Bounces

Deliveries %

The total number of messages (Sends) successfully sent to and received by emailable parties.

Calculation: (Sends - Bounces) / (Sends)

Emailable

Users who have an email address on record and have explicitly opted in or subscribed.

Calculation: Count

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.

Calculation: Count

Primary Conversions (A) or Primary Conversion Event

The percentage 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.

Calculation: Primary Conversions / Unique Recipients

Revenue

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

Calculation: Count

Sends or Messages Sent

The total number of messages sent in an Email Campaign. This number is received from Braze.

Calculation: Count

Spam

The total number of emails delivered that were marked as "spam." Braze automatically unsubscribes users that marked an email as spam, and those users won’t be targeted by future emails.

Calculation: (Marked as Spam) / (Sends)

Spam % or Spam Rate

The percentage of emails delivered that were marked or otherwise designated as "spam." Braze automatically unsubscribes users that marked an email as spam, and those users won’t be targeted by future emails.

Calculation: (Marked as Spam) / (Sends)

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: Count

Unique Clicks % or Click Rate

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

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 Opens % or Unique Open Rate

The percentage 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

Unsubscribers % or Unsub Rate

Percentage of messages delivered which resulted in an unsubscription. Unsubscriptions occur when a user clicks on the Braze unsubscribe link.

Calculation: Unsubscribes / Deliveries

Unsubscribers or Unsub

Number of messages resulting in an unsubscription. Unsubscriptions occur when a user clicks on the Braze unsubscribe link.

Calculation: Count

Variation

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

Calculation: Count
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