Report: Conversion Metrics (Legacy)

The Conversions tab on reports provides detailed information about message conversions.

Important: This help topic does not apply to any New Reports. If you're using Bronto's latest report format, please refer to the help topics for new reports.
The following report types contain detailed conversion metrics:
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Below is a list of all the metrics shown on a detailed conversion report, with a description of what each metric represents.

Metric Description Why It's Useful

The clicks metric is a per contact metric that represents the unique clicks recorded. A unique click is recorded the first time a contact clicks any link contained in an email you send them. If a contact clicks a link 9 times, 1 unique click will be recorded. If 2 contacts each click a link 10 times, then 2 clicks will be recorded. If a single contact clicks 5 different links, than 1 unique click is recorded and 1 would appear under the clicks metric. DMA/EEC equivalent: Click Through

The clicks metric is important because it represents a level of contact engagement beyond just opens, and begins to highlight the effectiveness of the content contained in your emails. With clicks, you can tell how many contacts were interested enough to open and then click the links contained in the email you sent them.


The conversions metric represents the unique conversions recorded. Conversions track contacts who placed an order after interacting with a message delivery (email or SMS). Bronto records unique conversions the first time a contact makes a purchase connected with a message delivery. For example, if a contact buys something from you through a message link, and later makes a second purchase, only one unique conversion is recorded.

The purpose of sending email marketing messages is to compel your contacts to perform an action. Opens may tell you if the subject line is well written, and clicks may tell you how engaging the content is. However, conversions tell you if your contacts are actually performing the action that is the goal of your email marketing campaign.

Conversion Rate

The conversion rate represents the percentage of conversions made, as compared to the number of clicks recorded. The calculation does not take into account the history for individual messages. Therefore, on Over Time and Date Range reports, it is possible for the rates to equal a value greater than 100% if enough messages sent on a day prior to the starting date of the report are included in the calculation. For example, a contact may have clicked on a message on a previous day, but converted on a day within the report range.

The conversion rate metric is important because it indicates how effective the email you sent was at getting your contacts to perform an action. Whether it's making a purchase or downloading a white paper, the goal of email marketing is to compel your contacts to perform an action.

Email Orders

The Email Orders metric represents orders made from emails you sent from the application. These orders are the result of a contact clicking through an email you sent them and then placing an order. These orders have specific emails sent from the application associated with them. When a contact places an order as a result of being sent an email, a conversion is recorded. From a single conversion, multiple orders can be made. It is possible to have more orders than conversions. For example, if a contact clicks from an email to your site, purchases a shirt, and then also decides to purchase a hat, that could represent 2 orders made from 1 conversion.

The Email Orders metrics is important because it allows you to see the number of orders directly tied to your email marketing efforts. Because a contact clicked though an email you sent them from the application, we are able to associate that order with a specific delivery and contact.

Email Revenue

The Email Revenue metric represents the total revenue tracked for emails sent from the application. This revenue is tied to specific emails sent from the application.

The Email Revenue metric is important because it allows you see the revenue that directly ties to your email marketing efforts.

Revenue Per Order

The Revenue Per Order metric represents the average revenue generated per order tracked in your account.

The Revenue Per Order metric is important because it gives you an idea of how much contacts are spending, on average, each time an order is made.