Reporting Metrics Dictionary
This dictionary defines the report metrics you'll see across email, SMS, and interactive content, and explains exactly how each one is counted. Use it to reconcile numbers between reports, to standardize how your team talks about performance, and to avoid double-counting when you compare Broadcasts.
Values shown in the table are placeholders — the exact labels and column names in your account may differ slightly (confirm the exact wording in your account).
Reference
| Metric | Applies to | How it's counted | Example |
|---|---|---|---|
| Sent | Email, SMS | Messages accepted for delivery to subscribers after suppression is applied. | 10,000 |
| Delivered | Email, SMS | Sent minus hard/soft failures the platform detected. | 9,750 |
| Bounced | Messages returned as undeliverable (hard = permanent, soft = temporary). | 250 | |
| Opens (total) | Every tracked open, including repeat opens by the same subscriber. | 6,400 | |
| Opens (unique) | Distinct subscribers who opened at least once. | 4,120 | |
| Open rate | Unique opens ÷ Delivered. | 42.3% | |
| Clicks (total) | Email, SMS | Every tracked link click, including repeats. | 2,300 |
| Clicks (unique) | Email, SMS | Distinct subscribers who clicked at least one link. | 1,180 |
| Click rate (CTR) | Unique clicks ÷ Delivered. | 12.1% | |
| Click-to-open (CTOR) | Unique clicks ÷ Unique opens. | 28.6% | |
| Unsubscribes | Email, SMS | Subscribers who opted out via this Broadcast. | 34 |
| Interaction responses | Interactive content | Submissions or selections recorded (e.g., a survey answer or poll vote). | 890 |
Notes
- Rates use Delivered as the base unless noted. If a report shows a rate against Sent instead, the denominator will be labeled — check before comparing across Broadcasts.
- Unique vs. total: unique metrics de-duplicate by subscriber within a single Edition; totals do not. Don't mix the two when trending.
- Open tracking relies on tracked pixels and can undercount when images are blocked or privacy features pre-fetch content, so treat opens as directional.
- SMS has no open metric; engagement is measured by clicks and replies.
- Interactive content is counted per response, so one subscriber can contribute multiple interactions across an Edition.
- Time zones and windows: figures reflect activity up to the report's cutoff and may keep rising for a while after a Broadcast sends.
Related
- Deliverability: manage the suppression list
- Interactive content: surveys
- Personalization tags reference
Canonical terms: Author, Edition, Folder (Project Folder), Broadcast. See the Glossary.