Campaign Metrics Glossary

This page collects the metrics eSputnik uses in campaign reports: what each one means, how it is calculated, and why the same metric can show different values in different reports.

The formulas come from the Home Page Performance Dashboard. Where a particular report counts something differently, it is stated below.

Absolute Metrics

A conversion here is an attributed purchase — the same orders that feed Revenue and AOV. How a purchase is attributed to a message is set up separately, see Setting Up Revenue Tracking.

Calculated Metrics

AOV is calculated within one breakdown: a channel's AOV is the channel's revenue ÷ the channel's purchases, a workflow's AOV is the workflow's revenue ÷ the workflow's purchases, and a broadcast's AOV is the broadcast's revenue ÷ the broadcast's purchases.

CTOR (click-to-open rate) is not shown on the dashboard. It shows the ratio of clicks to opens:

CTOR = (Clicks ÷ Opens) × 100%

For a specific campaign it is calculated from the values in that campaign's summary report. See Bulk Email Reports.

How Counting Differs Between Reports

The OR and CTR formulas are the same across breakdowns, but they use total or unique opens and clicks depending on the report.

• Dashboard — General, Channels, and Workflows breakdowns. Opens and clicks are counted as total events. One contact can open a message or click a link several times, so OR and CTR in these breakdowns can in theory exceed 100%.
• Dashboard — Broadcasts breakdown. Opens and clicks are counted as unique: each contact is counted once. CVR is measured against unique clicks.
• A report for an individual campaign (Campaigns → Reports) counts opens and clicks without duplicates.
• The reaction time chart in a campaign report counts every open, including repeat opens by the same contact, so its figure can differ from the summary Open Rate.
• The click map has two modes: by contacts (unique contacts, the total can exceed 100%) and by clicks (each link's share of 100% of clicks).

Reach is also defined differently per breakdown:

In the Broadcasts breakdown, Sent and Frequency are not shown.

Channel Specifics

• SMS has no open tracking, so opens and OR are not calculated for it.
• In-Apps and widgets are counted by views instead of sends and deliveries, because of how they are displayed.
• For Mobile Push + In-App bundle messages, the click event is not tracked on the Mobile Push side — clicks are attributed to the In-App report.
• Unsubscribed and Spam metrics apply only to Email. Errors apply to all channels except Web Widget. Reports display — when a metric is not applicable to a channel.

Limits of the Data

• Some delivery confirmations arrive within 72 hours. Such deliveries are counted on the day the relevant messages were sent.
• Revenue, revenue share, and AOV are available only for channels with revenue tracking configured. On the dashboard, AOV is shown in absolute-values mode only.
• Apple Mail Privacy Protection can inflate the number of opens. Don't use Open Rate as the only measure of campaign performance: read it together with complaints, errors, unsubscribes, CTR, and per-domain statistics.
• When a contact has several push tokens, the message goes to all of them (up to 10), and the status of each send is counted in the report. The contact is still counted once in Reach, so clicks from different devices can push CTR for that contact above 100%.

Related Articles

• Home Page Performance Dashboard — the full list of dashboard metrics with breakdowns
• Bulk Email Reports — performance of an individual campaign
• Message Analytics — metric trends over a period
• Deliverability Control Process — reference ranges for CTR, complaints, and errors