Email reporting

This article covers the different components of your email reporting and where it can be found in the dashboard.

Campaign Analytics

Once you’ve launched your campaign, you can return to the details page for that campaign to view key metrics. Navigate to the Campaigns page and select your campaign to open the details page. For email sent in Canvas, refer to Canvas Analytics.

From the Campaign Analytics tab, you can view your reports in a series of panels. You may see more or less than those listed in the sections below, but each has its own useful purpose.

Campaign Details

The Campaign Details panel shows a high-level overview of the entire performance for your email.

Review this panel to see overall metrics such as how many messages have been sent to how many recipients, the primary conversion rate, and the total revenue generated by this message. You can also review your general settings from this page: Delivery Settings, Audience Settings, and Conversion Settings.

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Message Performance

The Message Performance panel outlines how well your message has performed across various dimensions. The metrics in this panel vary depending on your chosen messaging channel, and whether or not you are running a multivariate test. You can click on the Preview icon to view your message for each variant or channel.

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If you want to simplify your view, click Add/Remove Columns and clear any metrics as desired. By default, all metrics are displayed.

Heat maps

Additionally, you can see how successful different links in a single email campaign are using heat maps. Expand the Total Clicks dropdown and click View Heat Map to bring up a visual view of your email that shows the overall frequency and location of clicks within the lifespan of the campaign. Note that date ranges are not taken into consideration for email heat maps.

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Email metrics

Here are some key email-specific metrics that you won’t see in other channels. To see the definitions of all email metrics used in Braze, refer to our Email Analytics Glossary.

Term Definition
Spam The percentage of users that marked your email as spam, or the email was designated as spam. If this metric is above 0.08, that could be a sign that either your message copy is too salesy or you should reconsider your email address collection methods (to ensure you’re messaging those that are interested in your correspondence).
Unique opens The percentage of recipients that opened your email. This can also include emails that are machine opened. This number should be between 10–20%. Anything above 20% is exceptional!
Unique clicks The percentage of recipients that clicked within the email sent. This number should be between 5–10%. Anything above 10% is exceptional!
Machine opens Includes emails that are opened without user engagement by Apple devices with Mail Privacy Protection enabled.
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” such as when a user opens an email. 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 towards “Other Opens” and only once towards “Unique Opens”.
Unsubs The percentage of recipients that clicked the “Unsubscribe” link in your email.

Historical Performance

The Historical Performance panel allows you to view the metrics from the Message Performance panel as a graph over time. Use the filters at the top of the panel to modify the stats and channels shown in the graph. The time range of this graph will always mirror the time range specified at the top of the page.

To get a day-by-day breakdown, click the hamburger menu and select Download CSV to receive a CSV export of the report.

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Conversion Event Details

The Conversion Event Details panel shows you the performance of your conversion events for your campaign. For more information, refer to Conversion Events.

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Conversion Correlation

The Conversion Correlation panel gives you insight into what user attributes and behaviors help or hurt the outcomes you set for campaigns. For more information, refer to Conversion Correlation.

Conversion Correlation analysis

Retention Report

Retention reports show you the rates at which your users have performed a selected retention event over time periods in a specific campaign or Canvas. For more information, refer to Retention Reports.

Funnel Report

Funnel reporting offers a visual report that allows you to analyze the journeys your customers take after receiving a campaign or Canvas. If your campaign or Canvas uses a control group or multiple variants, you will be able to understand how the different variants have impacted the conversion funnel at a more granular level and optimize based on this data.

For more information, refer to Funnel Reports.

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