Analytics metrics

This article covers the key metrics for analyzing email deliveries.

Metrics for delivery analysis:

• Sends – the total number of sent emails/messages;
• Receivers – the total number of recipients;
• Opens unique (sent day) – the total number of emails/messages that were opened on the day of sending;
• Clicks unique (sent day) – the total number of emails/messages from which recipients clicked on links on the day of sending;
• Clicks (sent day) – the total number of clicks made on the day of sending the email/message;
• Users clicked (sent day) – the total number of users who clicked on links in the email/message on the day of sending;
• OR unique (sent day) = Opens unique (sent day) / Sends – the ratio of opened emails to the total number of sent emails (on the day of sending);
• CTOR unique (sent day) = Clicks unique (sent day) / Opens unique (sent day) – the ratio of emails, in which the user clicked on a clickable element (link, logo) to the total number of opened emails (on the day of sending);
• CTR unique (sent day) = Clicks unique (sent day) / Sends – the ratio of emails, in which the user clicked on a clickable element (link, logo) to the total number of sent emails (on the day of sending);
• % Users clicked (sent day) = Users clicked (sent day)/ Receivers – the ratio of users who clicked on links in the sent email/message to all recipients (on the day of sending).