--- title: "Email Campaign Analytics" slug: "email-campaign-analytics" tags: ["email statistics ", "email campaign analytics"] updated: 2026-04-29T17:30:13Z published: 2026-04-29T17:30:13Z canonical: "academy.insiderone.com/email-campaign-analytics" --- > ## Documentation Index > Fetch the complete documentation index at: https://academy.insiderone.com/llms.txt > Use this file to discover all available pages before exploring further. # Email Campaign Analytics You can reach Campaign Analytics through **Experiences** > **Message** > **Email**. When you are on the listing page, you can click the **Analytics** button against the campaign you want to analyze.![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Jun%2016%2016-14-24.png) This article explains the following concepts: - [Overall analytics](/docs/email-campaign-analytics#overall-analytics) - [Performance by campaign metrics](/docs/email-campaign-analytics#performance-by-campaign-metrics) - [Email related details](/docs/email-campaign-analytics#email-related-details) After sending an email, you can see the analytics of that campaign on the Analytics page.![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Jan%2018%2014-55-50.png) You will see three options in the right top corner: - [Recipients Activity](https://academy.useinsider.com/docs/recipients-activity) - **Export:** Export the analytics in **xlsx* format. > Campaign analytics start from the day the campaign was launched until the current date. Below this section, you can see the following options: - **Edit**: Helps you edit your campaign. - **Details**: Displays the details of your email campaign (e.g. schedule details, campaign details, tags, recipients, segments, variations, design, etc.). ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Jan%2017%2015-18-53.png) ## Overall Analytics Overall metrics you can see on the top of the page are as follows: - **Sent**: Total number of emails sent in this campaign. This metric includes **only** the emails that sent to the email service provider after dropping messages internally due to reasons like frequency capping, suppressions, etc. **Dropped** messages are **not included** in the Sent metric. - **Delivered**: Total number of emails delivered to the subscribers. - **Delivery Rate:** Ratio calculated by (Delivered # / Sent #)*100. - **Open** **Rate**: The estimated percentage of the Unique (User and MPP) Opens to the Delivered Email messages. - **Click-Through** **Rate**: Ratio calculated by dividing the unique number of clicks on links by the unique number of delivered emails. - **CTOR (click-to-open rate)**: CTOR measures the effectiveness of your email content. This ratio is calculated by dividing unique clicks by the number of unique opens. - **Conversions**: Total number of conversions made after the email is clicked. The conversion rate is tracked for 7 days and all purchases made will be tracked when the user is directed to the website via email. This number demonstrates the total conversions and not just the conversion of the item clicked. - **Conversion** **Rate**: Ratio of total conversions achieved in the campaign, calculated by dividing the total number of conversions by the total number of delivered emails. - **Opens**: The estimated number of Email messages opened by the users and MPP (Mail Privacy Protection) services. - **Unique** **Opens**: The estimated number of Email messages opened by the users and MPP (Mail Privacy Protection) service for the first time. Your title goes hereWith the release of iOS 15, macOS Monterey, iPadOS 15, and WatchOS 8, Apple Mail Privacy Protection (MPP) changed the way that Insider receives open rate data on your emails by prefetching Insider's tracking pixel. With this change, it’s important to understand that the open rates will be inflated. - **Total** **Clicks**: Total number of times users click on various links in the email. This number demonstrates the number of clicks regardless of unique users which would display 5 clicks by the same user as 5 clicks. - **Unique** **Clicks**: Total number of unique users clicking on various links in the email. This number demonstrates the number of clicks regarding the unique users which would display 5 clicks by the same user as 1 click. - **Total Revenue**: Total value of the purchases made via your Email messages. This metric is calculated by the sum of **Recommendation** **Revenue** + **Mobile App Revenue** + **Web Revenue**. - **Recommendation Revenue**: The total value of purchases made via the Recommendation block in your Email messages. Only counts purchases made **after clicking** a recommended product link. Does **not** **include** purchases from non-recommendation links. If all purchases come only through recommendation links, this value may equal Total Revenue. - **Mobile App Revenue:** The total value of purchases made via mobile app. You need to integrate [Insider's Mobile SDK](https://academy.useinsider.com/docs/developer-guide-mobile-app) into your app to keep track of this revenue. > **Recommendation revenue attribution cases** > > The following cases illustrate how Recommendation Revenue is attributed when recommended products are X, Y, and Z: > > - **User clicks X and purchases X** → Counted as Recommendation Revenue > - **User clicks X and purchases Y (a recommended product)** → Counted as Recommendation Revenue. > - **User clicks X and purchases both Y and Z** → Both are counted as Recommendation Revenue. > - **User clicks X and purchases a non-recommended product** → Not attributed to Recommendation Revenue. > > Total Revenue is typically higher than Recommendation Revenue because it also includes purchases from non-recommendation link clicks (e.g., a login link or a banner button). > **Click attribution** > > Email Analytics uses click-based attribution. A click on a link in the email is required for a conversion to be counted. Simply opening an email is not sufficient for attribution. > > - **Individual campaign analytics**: Uses click-through attribution. Purchases made after a click are attributed directly to that campaign. > - **Total email analytics overview**: Uses last-click attribution. The last email click before a purchase is used as the basis for revenue attribution across campaigns (cross-campaign unique revenue). > **Attribution window** > > **Default attribution window**: 7 days (purchases made **within 7 days** of a click are attributed to that campaign). You can change this window at the campaign launch step or through **InOne Settings** > **Email Settings**. > > **Email recommendation deep insights:** Uses a shorter 1-day attribution window for widget clicks. > > **How does attribution work?** > > - User clicks a recommendation widget (recommended product link). > - If any recommended product is purchased within the attribution window (e.g., 7 days), the revenue is **attributed**. The purchased product does not need to be the exact product that was clicked. > - If a different or higher-value product is purchased, its **full** **revenue** is **attributed**. > - If a non-recommended product is purchased, it is **not** **attributed** to Recommendation Revenue. > - If the same user makes multiple unit purchases, it counts as **1 conversion,** and the full revenue is attributed. Your title goes hereIf a user clicks a link in an email and is redirected to the app, the conversion(s) can be tracked. If a user clicks a link in an email, goes to the web/mobile, and opens the app to purchase within the attribution window, the conversion(s) can be tracked.Your title goes hereIf you have a recommendation module in your email, the Recommendation Revenue metric becomes visible below the Revenue metric. ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Feb%2002%2022-43-05.png) If this field returns a value greater than zero, the revenue breakdown is displayed. If your email campaigns have the Recommendation module, but are not launched yet, the revenue breakdown will be displayed with 0 by default.  ## Performance by Campaign Metrics The Chart section below the overall metrics displays the details on a line chart depending on what you select from the dropdown. You can see delivered, opens, clicks, conversions and revenue in this chart. ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Jan%2018%2014-52-00.png)You can select how often you would like to see these metrics: daily, weekly, monthly. ## Email Related Details ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%202024-03-13%20at%2009.29.42.png) Below the page, you can see the email related details of the sent campaign as follows: ### Metrics - **Bounce rate:** The percentage of the bounces to the number of sent email messages - **Bounces:** Emails that are returned to sender as recipient's email address is invalid. A bounce might occur if the domain name does not exist or if the recipient is unknown. If an email is on the bounce list, future requests to this email address will be dropped. - **Blocks**: Emails that are sent to the recipient's mail server but bounced back undelivered before they get to the intended recipient. Blocks can also happen when your message is rejected for any reason related to the message, but the recipient address. This can happen when your mail server's IP address has been added to a blacklist, blocked by an ISP or if the message content is flagged by a filter on the receiving server. Blocks might also occur if the recipient's inbox is full. - **Spam reports**: Total number of users who mark this email as spam - **Unsubscribers:** Total number of users who have globally unsubscribed from this email. These email addresses are automatically captured under global unsubscription. We will auto drop any future requests to these email addresses as long as they remain unsubscribed. This metric also includes the users who opt out from list unsubscribes. - **Unique User Opens:** Calculated by (Unique User Opens/Delivered)*100. - **Unique Machine Opens:** Calculated by (Unique Machine Opens/Delivered)*100. ### Dropped Messages ![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Mar%2019%2011-17-02.png) You can see the analytics of dropped subscribers to whom emails are not delivered due to various reasons. Some of these reasons are as follows: - **Sending Drops**: The emails are not delivered as the email service provider is not able to deliver the emails from their side. This equals Bounce Drops + Spam Report Drops + Unsubscribe Drops + Invalid Emails. - **System Drops**: The emails are not delivered to the desired recipients because of the [default frequency capping](https://academy.useinsider.com/docs/default-frequency-capping). These emails may not be delivered due to incorrect integration as well (e.g. the value of email_optin and gdpr_optin is false). Your title goes hereIf the email recommendation block is used in the email campaign and users in the campaign targeted segment do not have any corresponding recommended products, these users are dropped from the email campaign and written as system drops. - **Frequency Capping Drops**: The emails are not delivered to the desired recipients because of the enabled email [Channel Frequency Capping](https://academy.useinsider.com/docs/advanced-settings#channel-frequency-capping) through **Settings** > **Inone** **Settings** > [**Advanced** **Settings**](https://academy.useinsider.com/docs/advanced-settings). ### Link Click Activity This section helps you see the metrics of the interactions of the recipients with your email campaigns. You can see the URLs in your campaign along with their total clicks and unique clicks. "Clicks" shows the total number of clicks on a specific link, while "Unique Clicks" represents the number of unique recipients who clicked on that link. For example, if a user clicks the same link multiple times, all clicks are counted and displayed under "Clicks." However, for "Unique Clicks," we count it only once since all the clicks are from the same user.![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%202024-03-13%20at%2009.58.57.png) As for your [Experiment](https://academy.useinsider.com/docs/experiment-ab-email-campaigns) campaigns, you can see the link click activity for each variant.![](https://cdn.document360.io/c6df4583-da94-4cb2-bb8a-be0cbdd11109/Images/Documentation/Screenshot%20at%20Aug%2006%2017-44-33.png) ## Related - [Email Analytics Page](/email-analytics.md) - [Export Overall Email Analytics](/export-overall-email-analytics.md) - [Export Detailed Email Report](/export-detailed-email-report.md) - [Exporting Email Campaign Analytics](/exporting-campaign-analytics.md) - [Email Conversion Tracking](/email-conversion-tracking.md) - [Email Recipients Activity](/email-recipients-activity.md) - [Email Metrics](/email-metrics.md) - [Transactional Email Analytics](/transactional-email-analytics.md)