Read campaign statistics¶
When a campaign ends (state Finished), the campaign's page under Campaigns shows a panel with six numbers.
What each number counts¶
| Number | What it counts | Percentage is relative to |
|---|---|---|
| Sent | Messages sent (email and SMS). A long SMS counts as several messages. | — |
| Delivered | Messages accepted by the recipient's mail server or mobile operator | Sent |
| Opened | Every open. Someone who opens the same message five times counts five times. | Delivered |
| Clicked | Every click on a link | Opened |
| Bounced | Messages returned as undeliverable | Sent |
| Unsubscribed | Contacts who unsubscribed from this campaign | Delivered |
Why opens can exceed 100%
Opened adds up every open, not people. If 1,000 contacts received the campaign and some opened it several times, you may see 1,500 opens and 150%. The same applies to Clicked, which is relative to opens, not to deliveries.
Who opened or clicked¶
Click the name of a number (for example Opened) to see the list of contacts. In that list each contact appears only once, with the time of their latest event. This is where you count people:
- Opens: who opened the campaign.
- Clicks: who clicked a link. View event detail shows which link each contact clicked.
- Deliveries, Bounced, Unsubscribed: who received it, who didn't and who unsubscribed.
Download as CSV exports the list. Times are in UTC (+0000).
Limits of open tracking¶
DUO detects an open when the email program loads an invisible image included in the message. This has two effects:
- Opens that aren't counted: people who read with images blocked are not counted.
- Opens that aren't people: some services open messages automatically, such as Apple Mail Privacy Protection or corporate security filters. These opens count even though nobody read the message.
Clicks are a more reliable measure of interest than opens.
Keep the numbers you need¶
Opens, clicks, bounces and unsubscriptions are kept for about two months after the campaign's last event. After that, the panel shows zero for them (Sent is kept). If you need the numbers for reporting, download the CSVs or write them down before then.
To get this data through the API, see Campaign Stats.