Key Metrics

Targeted Metrics

Messages planned for a given orchestration can be categorized into several states:

• Skipped: The message was not sent for one of the following reasons:

  • Capping: The profile exceeded the number of message received limit for the specified time period.

  • Quiet Times: The message was triggered during a restricted period, and the chosen fallback strategy opted not to send it later.

  • Duplicates: The same email address or phone number appears multiple times in a targeting and is automatically deduplicated.

• Suppressed (email only): The message was not sent because the email address was flagged due to hard bounces or excessive soft bounces.

• Sending: The message is in transit. Delivery confirmation may take time, especially if you’ve chosen a low delivery speed for push notifications.

• Sent: The message has been successfully sent by Batch.

Delivery metrics

Email

• Sent: The message was dispatched by Batch.

• Delivered: The email was successfully accepted by the recipient's email server.

• Opened: The email was opened, this rate can be seen with and without machine opens (for instance due to Mail Privacy Protection). The open rate is calculated by dividing the number of email opens by the number of emails delivered.

• Clicked: At least one of the link in the e-mail has been clicked. Batch unsubscribe links are not taken into account. The click rate is calculated by dividing the number of email clicked at least once by the number of emails delivered.

• Bounced: Delivery failed. The bounce rate is calculated by dividing the number of email bounced by the number of emails sent.

• Unsubscribed: The recipient opted out via the List-Unsubscribe header or Batch unsubscribe link. The unsubscribe rate is calculated by dividing the number of email that led to an unsubscription by the number of emails delivered.

Push

• Sent: The message was accepted by the push provider (Apple or Firebase(Google)) for a specific device installation.

• Sent opt-in: The message was accepted by the push provider (Apple or Firebase(Google)) for a specific opt-in device installation. We recommend tracking this metric as pushes sent to opt-out devices are unlikely to be seen, making sent opt-in a more realistic indicator of deliverability.

• Opened: The recipient opened the notification. The open rate is calculated by dividing the number of opens by the number of sent opt-in.

• Bounced: Delivery failed, often because the app was uninstalled or other errors occurred. The bounce rate is calculated by dividing the number of bounces by the total number of messages injected into the push provider (where injected equals sent plus bounce).

Push analytics can be filtered by platform type: Web Push, Mobile Push, or specific platforms like Android or iOS.

A profile with multiple devices (e.g., phone, tablet, computer) may receive multiple notifications, resulting in more Sent messages than targeted profiles. Each interaction (open, unsubscribe) is recorded independently. For example, if a profile receives and opens the push notification on both their phone and computer, the dashboard will reflect 2 Sent messages and 2 Unique Opens.

In case your push notification redirects to a Mobile Landing (see In-App & Mobile Landing), Mobile Landing metrics can also be available:

• Clicked: The number of clicks on any button within the In-App message, excluding clicks on buttons configured with a “Dismiss”. This metric does not include other dismissal methods like clicking the top-right 'X' button or swiping.

• Click rate: total of clicked messages divided by the total of displayed Mobile Landings. For a push orchestration with Mobile Landing, the number of displayed Mobile Landings should be equivalent to “Push Opened” ones apart from rare exceptions (user opens its push in airplane mode, etc.)

The metrics above are the ones of Push v2. Push v1 that is siloed by Platform (iOS, Android, Web) offers comparable push specific metrics and other ones such as influenced, uninstalls or reengaged, that are fully described in the interface.

SMS

• Sent: The message was dispatched by Batch.

• Delivered: The message successfully reached the recipient's phone number.

• Bounced: The message could not be delivered due to issues like:

  • Absent subscriber: The phone is turned off or out of network coverage.

  • Unknown subscriber: The phone number is inactive.

  The bounce rate is calculated by dividing the number of SMS bounced by the number of SMS sent.

• Unsubscribed: The recipient opted out by replying with the appropriate STOP keyword. The unsubscribe rate is calculated by dividing the number of SMS that led to an unsubscription by the number of SMS delivered.