Report: Overview Metrics (Legacy)

The Overview tab on a report provides a high-level view of the metrics associated with a report.

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.

For more information about overview metrics on an SMS report see SMS Message Report Overview Metrics.

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Metric Description Why It's Useful
Sent
The emails sent metric represents the total number of emails that were sent.
Note: Deleted email deliveries will still be counted as part of the emails sent metric.

The emails sent metric is important to know for two main reasons. First, you need to know the number of emails sent for the purpose of making sure you don't exceed the number of emails allocated for your account. Second, the emails sent metric is the starting point for evaluating how many of your emails actually got delivered.

Delivered

The emails delivered metric represents the total number of emails that were successfully delivered. DMA/EEC equivalent: Accepted

The Emails delivered metric is important because it let's you know how many total emails were successfully delivered. Once you know how many emails were successfully delivered, you can begin further evaluating the levels of contact engagement (opens, clicks, conversions). You can also figure out how many unsuccessful emails were sent.

Opens

The opens metric represents the unique opens. A unique open is recorded the first time a contact opens an email. If a contact opens an email 5 times, only 1 unique open is recorded. DMA/EEC equivalent: Unique Renders

The opens metric is important because it represents the first level of contact engagement. Although you can't actually tell what your contacts are doing with the email you sent them, you can at least tell that they were interested enough to open it. A high number of opens is usually indicative of a strong subject line and a trusted from name, since these are the only things a contact can see in their inbox before actually opening the email you sent them.

Clicks

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.

Conversions

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.

Revenue Per Email

The Revenue Per Email metric represents the average revenue tracked for an email successfully delivered from your account.

The Revenue Per Email metric is important because it allows you to see how much revenue, on average, a successfully delivered email earns.

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.

Pipeline Metrics

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Metric Description Why It's Useful
Delivery Rate

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

Open Rate

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send 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 date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Click Rate

The click rate represents the number of unique clicks that were recorded, as compared to the number of unique opens recorded. DMA/EEC equivalent: Click to Open Rate (CTO) 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 start of the report are included in the calculation. For example, a contact may have opened a message on a previous day, but clicked on the message on a day within the report range.

The click rate is important because it represents the second level of contact engagement. The click rate gives you an indication of how effective the email you sent was at getting contacts to click the links contained therein. The click rate can also give you an idea of how effective the placement and design of your calls to action are.

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.

Delivered Metrics

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Metric Description Why It's Useful
Delivery Rate

The delivery rate represents the percentage of emails that were successfully delivered, as compared to the total emails that were sent. DMA/EEC equivalent: Accepted Rate

The delivery rate metric is important because it represents the first step in determining the success of your email marketing efforts. In order for contacts to open, click, and eventually convert, they first have to receive an email from you.

Open Rate

The open rate represents the percentage of emails that were opened, as compared to the number of emails that were successfully delivered. DMA/EEC equivalent: Render Rate The calculation does not take into account the send 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 date prior to the start of the report are included in the calculation. For example, a message was sent 100 times a previous day and 100 times on a date within the report range. The message is opened 125 times within the report range. In this case, the Open Rate on the report is 125% because the message was opened more times than it was sent.

The open rate is important because it represents the first level of contact engagement. The open rate lets you see out of all the contacts who received the email you sent, who actually took the time to open it. You can use the open rate to gauge the effectiveness of your from name, from address, and subject line.

Click Through Rate

The click through rate represents the number of clicks that were recorded, as compared to the number of emails delivered.

The click through rate gives you an overall indication of contacts who, first received your message, and second, were engaged enough to open it and click on a link.
Tip: The click through rate metric is a legacy calculation. For a more useful calculation, we suggest you view the click rate. The click rate is determined by the number of unique clicks over the number of opens. For more information on the click rate, see Click Rate Metric.
Conversion/Delivered Rate

The conversion/delivered rate represents the percentage of conversions made, as compared to the number of emails delivered.

The conversion/delivered rate is important because it gives you an overall indication of the contacts who received your message and were also engaged enough to convert. Whether it's making a purchase or downloading a white paper, the ultimate goal of email marketing is to compel your contacts to perform an action.
Tip: The conversion/delivered rate is a legacy calculation. For a more useful calculation, we suggest you view the conversion rate. The conversion rate is determined by the number of conversions over the number of clicks. For more information on the conversion rate, see Conversion Rate Metric.
Social And Forward to a Friend Metrics On Reports
Metric Description Why It's Useful
Forwards To A Friend
The forwards to a friend metric represents the total number of times a contact forwarded an email you sent them using the forward to a friend link.
Tip: For more information on adding a forward to a friend link to your message, see Insert A Link To A Webform Using The WYSIWYG Editor. For more information on forward to a friend webforms, see Types of Webforms.

The forwards to a friend metric is important because it highlights both contact engagement, and the effectiveness of the email you sent. If a contact makes the effort to use the forward to a friend link, most of the time it means they found the email you sent them compelling enough to forward it to a friend.

Contacts Who Shared (email)
The contacts who shared metric represents the number of contacts who used the social sharing links contained in the email. For example,
  • Contact A clicks the Facebook sharing link
  • Contact B clicks the Twitter and LinkedIn sharing links
  • Contact C clicks the Facebook and Twitter sharing links
Then 3 is recorded for the Contacts Who Shared metric.
Note: Forward to a friend URLs are not included in the total social shares metric.
Tip: For more information on social sharing links, see Social Share Links in Emails.

The contacts who shared metric is important because it allows you to see how many contacts used at least 1 of the social sharing links contained in an email message you sent them.

Total Social Shares (email)
The total social shares metric represents the total number of times social sharing links contained in the email were clicked. For example, if one contact uses the Twitter social sharing link, and another contact uses the Facebook social sharing link, then 2 would be recorded for the total social shares.
Note: Forward to a friend URLs are not included in the total social shares metric.
Tip: For more information on social sharing links, see Social Share Links in Emails.

The total social shares metric is important because it highlights both contact engagement and the effectiveness of the email you sent. If a contact takes the time to use the social sharing links, then most likely it means they found the email you sent them compelling enough to share it with one of their social networks.

Social Views (email)
The social views metric represents the total number of times an email shared via social sharing links was viewed.
Note: Views will be counted for anyone that views the email shared via social sharing links, not just contacts in your account. Forward to a friend URLs are not included in the social shares metric.
Tip: For more information on social sharing links, see Social Share Links in Emails.

The social views metric is important because it allows you to see how effective the email you sent is after it has been shared via social sharing links. This metric can give you insight into the effectiveness of using social sharing links in your emails, as well as the effectiveness of your emails with an audience outside your contacts.

Contact Updates (email)
The contact updates metric represents the number of times a contact updated their information using a manage preferences link contained in an email you sent them.
Tip: For more information on adding a manage preferences link to your message, see Insert A Link To A Webform Using The WYSIWYG Editor. For more information on manage preferences webforms, see Types of Webforms.

The contact updates metric is important because it allows you to see how many contacts updated their information via a manage preferences link contained in an email you sent them. If you notice that the contact updates number is high, you should dig a little deeper and find out what contacts are doing once they get to the manage preferences page. Depending on the actions they are taking on the manage preferences page, you may need to re-work the content of the email, or re-evaluate the list or segment you are sending to.

Undeliverable Metrics On Reports
Metric Description Why It's Useful
Undeliverable (email)

The email undeliverable metric represents the number of sent emails that were not delivered.

The email undeliverable metric is important because it tells you how many of your sent emails were not delivered.

Hard Bounce (email)
Hard bounces are permanent delivery failures. For example, the mailbox and/or domain does not exist for an email address. The from hard bounce metric represents the number of sent emails that were not delivered due to hard bounces.
Tip: For more information on the bounce classification system, see Email Bounce.

The from hard bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of hard bounces, you need to review who you are sending to and the content you are sending.

Soft Bounce (email)
Soft bounces are temporary delivery failures. A soft bounce may occur if a contact's inbox is full, or the receiving email server is down.
Tip: For more information on the bounce classification system, see Email Bounce.

The soft bounce metric is important because it clarifies why contacts cannot be delivered to. If you are seeing a lot of soft bounces, you should review who you are sending to and the content you are sending.

Email Frequency Cap (Skipped)
The frequency cap (skipped) metric represents the number of contacts that were not sent to because doing so would exceed the email frequency cap settings you have in your account.
Tip: For more information on the email frequency cap settings, see Set Email Frequency Caps For Your Account.

There are several reasons why you might see a high number of emails skipped for exceeding your frequency cap settings. You could simply be scheduling too many deliveries to your contacts, or you might have an automated message rule that is sending too much. Skipped deliveries represent missed conversion opportunities, so you'll want to review your sending process to try and prevent skipped deliveries from occurring.

Email Onboarding (Skipped)
The onboarding (skipped) metric represents the total number of contacts that were not sent to because doing so would exceed the number of contacts with a status of onboarding you can send to at this time. If you are continually seeing a high number of contacts skipped due to onboarding, it could mean you are trying to import a bad list. If you are importing a healthy list, contacts should very quickly move from onboarding to active. So, if you are continually seeing high numbers under onboarding (Skipped), you should re-examine the contacts you are importing or adding.
Tip: For more information on the automated onboarding process, see Automated Onboarding.

The onboarding (skipped) metric is important for two reasons. First, it let's you know about any contacts that could not be sent to. Second, it gives you an indication of how the contacts you are importing are affecting your account.

Contact Loss Metrics On Reports
Metric Description Why It's Useful
Contact Loss (email)

The contact loss metric represents the total number of contacts that were marked as inactive and can no longer receive marketing emails from you as a result of this email. For more information on the inactive status type, see Contact Status

The contact loss metric is important because it points out potential problems in the targeting of your deliveries, and/or the design and content of your message. If you notice a high number under contact loss, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong emails to the wrong group of contacts.

Email Unsubscribes (From Unsubscribes)
The unsubscribes metric represents the percentage of contacts that were lost (made inactive) by unsubscribing. Specifically these contacts reached an unsubscribed status after one of the following:
  • Complaining through an ISP feedback loop or through the application complaint system
  • Exceeding the bounce limit that you set

The unsubscribes metric is important because it better clarifies why you are losing contacts. If a contact unsubscribes themselves (via a manage preferences form or other method), this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to manually unsubscribe themselves to be counted in this metric.

From Complaint (email) The Complaint (From Complaint) metric represents the total number of contacts that were lost (made inactive) by complaining via either an ISP feedback loop, or the application's complaint system.

The Complaint (From Complaint) metric is important because it clarifies why you are losing contacts. If a contact is unsubscribed because they complained via their ISP or via the application, this tells you that either you are sending to the wrong people, or sending the wrong content. Unlike bounces, which are the result of technical errors sent back from the receiving mail server, a contact actually has to complain via their ISP or via the application.

Inactive Due To Bounces (email)
The inactive due to bounces metric represents the total number of contacts that were made inactive because they exceeded the bounce limit you have set in your account. The bounce limit represents the number of times emails sent to a particular contact can consecutively bounce before the contact is made inactive. Once a contact is made inactive, you can no longer send to them until they once again opt-in to receiving marketing emails from you.
Tip: For more information on bounces, see Email Bounce in help.
Tip: For more information on setting the bounce limit in your account, see Set A Bounce Limit For Your Account.

The inactive due to bounces metric is important because it better clarifies why you are losing contacts. If you notice a high number under inactive due to bounces, you should review both who you are sending to, and what you are sending them. There is a good chance you are either sending to a bad list or segment, or sending the wrong emails to the wrong group of contacts.