Email analytics glossary

Audience %

Percentage of users who received a particular variant.

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 received 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, the server was down, or the message was too large for the recipient's inbox. If an email has received a soft bounce, we will usually retry within a 72 hour period, but the number of retry attempts varies from receiver to receiver.

You can also track hard and soft bounces in the Message Activity Log.

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

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`).

Click to Open Rate

The percentage of unique emails opened that have been clicked at least once.

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.

Deliveries %

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

Emailable

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

Machine Opens

Includes the proportion of "opens" that are affected by Apple's Mail Privacy Protection (MPP) for iOS 15. For example, if a user opens an email using the Mail app on an Apple device, this will be logged as a Machine Opens. This metric is tracked starting November 11, 2021 for SendGrid and December 2, 2021 for SparkPost.

Other Opens

Includes emails that haven't been identified as Machine Opens . For example, when a user opens an email on another platform (such as Gmail app on a phone, Gmail on desktop browser), this will be logged as an Other Opens. Note that a user can also open an email (such as the open counts toward Other Opens) before a Machine Opens count is logged. If a user opens an email once (or more) after a machine open event from a non-Apple Mail inbox, then the amount of times that the user opens the email is calculated toward Other Opens and only once toward Unique Opens.

Primary Conversions (A) % or Primary Conversion Event Rate

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.

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.

Revenue

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

Sends or Messages Sent

The total number of messages sent in an email campaign. This number is received from Braze. Note that 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.

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.

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.

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 and measured by dispatch_id

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.

Unique Opens

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

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.

Unique Recipients

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

Unsubscribers % or Unsub Rate

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

Unsubscribers or Unsub

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

Variation

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