Key metrics

Targeted Metrics

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

• Suppressed (email only): The message was not sent because the email address was flagged due to hard bounces or excessive soft bounces. In the Profile Export Events API, this status is also included in the email_bounce event with the bounce code recipient_in_suppression_list.
• Sending: The message is in transit. Delivery confirmation may take time, especially if you’ve chosen a low send rate .
• Sent: The message has been successfully sent by Batch.
• Control_group: The message was not sent because the profile is in a Control Group.

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. When consent-based open tracking is enabled, it is only based on emails delivered that included an open tracking pixel.
• Clicked: At least one of the links in the email has been clicked. Batch unsubscribe links are not taken into account. The click rate is calculated by dividing the number of emails 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. Detailed explanation about Bounces available here. For a detailed explanation, refer to Bounces.
• 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 or was influenced to open the app/site. This metric includes both direct opens (user taps/clicks the push) and influenced opens (user opens the app/site within 3 hours after receiving the push). The open rate is calculated by dividing the number of unique opens (direct & influenced) by the number of sent opt-in. Influenced opens are only available for messages sent after August 1st 2025.
• Opened directly: A complementary metric showing only direct opens (taps on the push notification).
• 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 ), 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 uninstalls or reengaged, that are fully described in the interface.

In-App

• Delivered: The in-app was successfully displayed to the recipient who may then either click on a CTA or dismiss it after reading.
• 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 delivered In-App.

If an in-app is displayed several times to the same profile, each click is still counted distinctly.

Delivered messages may exceed Clicked messages. This is expected.

The SDK tracks CTA clicks, close-button taps, and swipe dismissals. However, it cannot track outside taps or app closures while the in-app is visible.

In those cases, the in-app disappears before an action is tracked. The message remains Delivered without generating a Click.

SMS

• Sent: The message was dispatched by Batch.
• Delivered: The message successfully reached the recipient's phone number.
• Clicked: SMS must be enabled to track clicks. At least one of the links in the SMS has been clicked. The click rate is calculated by dividing the number of SMS messages clicked at least once by the number of SMS messages delivered.
• 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.

Universal channel

Universal Channel metrics show how the external system responded to the request sent by Batch. They indicate whether the webhook was delivered and accepted by the external system.

These metrics confirm that the instruction was received, but they do not reflect what happened afterward (for example, whether a message triggered by that system was actually delivered to the end-user).

• Sent: The request was successfully dispatched by Batch.
• Delivered: The external system accepted the request and returned a successful response (2xx). This confirms that the API endpoint received the call.
• Bounced: The request was not accepted by the external system. This occurs when the API returns an error (3xx/4xx/5xx) or does not respond. Common reasons include incorrect destination URL, incorrect credentials, invalid JSON structure, missing fields, or temporary endpoint unavailability. The bounce rate is calculated by dividing the number of bounced requests by the number of requests sent.

Landing page metrics

A landing page is not sent to an audience: it is a public page that visitors reach on their own, from a campaign, a link on your website, a QR code,... Its metrics therefore count page traffic, not messages.

• Viewed: the number of times the page was displayed.
• Submitted: the number of form submissions accepted by the page.

Neither metric is deduplicated.

Viewed counts page displays, not visitors. The same person reloading the page, navigating back to it, or opening it on a second device adds a view every time. Viewed may be higher than the number of people who actually saw the page, and it cannot be read as a reach.

Submitted counts submissions, not people. A visitor who submits the form twice generates two submissions, and the second one overwrites the values written by the first one on the same Profile.

• A view is anonymous. A visitor is only identified when they submit a form containing an Email or a Phone number field, so a view can never be attributed to a Profile.

Business metrics

• Conversion Rate:

  • On Email and SMS messages: Unique Conversions / Delivered * 100.
  • On Push messages: Unique Conversions / Sent * 100.

    • To be noted that for profiles with multiple devices, the rate may not be completed accurate as we can’t divide Unique Conversions by Sent per profile.
  • On Control Group: Unique Conversions / Skipped per profile *100
• Unique Conversions : The number of distinct profiles that have converted.
• Total Conversion : The total number of conversions among all profiles.

  • For example, if the conversion event is 'add to cart' and a single profile adds three items to their cart within the given timeframe after receiving the message, we will count 1 unique conversion and 3 total conversions."
• Business value: Sum of a chosen numeric attribute value within the conversion event. Based on Total Conversions.

  • For example, if the conversion event is 'add to cart' and a single profile adds three items to their cart with amounts of 30, 15 and the last event with no value, the business value will be 45 euros.
• RPM (Revenue Per Mille): Displays the revenue generated per 1,000 messages to provide a more readable financial metric.

  • On Email and SMS messages: Total Revenue / Delivered * 1000.
  • On Push messages: Total Revenue / Sent * 1000.

    • To be noted that for profiles with multiple devices, the rate may not be completed accurate as we can’t divide Unique Conversions by Sent per profile.
  • On Control Group: Not available as no messages are sent to the Control Group.