Report Conversion Metrics

The Conversion tab on a report provides detailed information about message conversions.

The Conversion tab is a good place to dig into contact engagement and RFM metrics. You need to know if, and how, contacts engage with your messages. Here you can see if many contacts are clicking links in your messages or if a few contacts are clicking links many times, what links are engaged with the most, and measure how clicks compare to opens and conversions.

The Conversion tab is divided into three areas, each with a distinct label. We've broken up this help topic into sections based on those areas to make information easier to find. Every metric from every area of this tab can be found in the table at the end of this help topic.


This section provides the total number of conversions, the total number of orders that have been processed, how much revenue these orders generated, and the average amount of money spent per order.


This section provides a look at the percentage of clicks that resulted in conversions (conversion rate) and a comparison of total clicks vs unique clicks. The Total Clicks vs Unique Clicks comparison can help you understand if the engagement with the message is from a few contacts clicking links many times or if it's from many contacts clicking links. This, in turn, can indicate if conversions are being generated by a few contacts or many contacts.

Orders (All Time)

This is a list of all orders that match the currency filter set for the report. The details for each order are listed in the table. To add or remove an order detail column from this table, click the filter Report Calendar Filter icon then click on the order detail. You can also view all orders, regardless of the report's currency settings, by checking the Show All (Disable Currency Filter) box.

Note: This section is not available on an Email Performance Report.

Because order details are not metrics, they are not listed in the metrics table below. For more information about any of the order details see Order Fields / Order Details.

You can click on any order to see the full details of the order, including detailed shipping and line item information.

By default, the table is sorted by Order Date and contains 10 items. You can use the options at the bottom of the table to change the number of rows that are visible and move on to the next page of rows.

To export the Orders (All Time) table, click the export Report Download Icon icon then choose whether to export in CSV or Excel format. The export file will only contain the order details that are included in the table (selected in the filter).

For Message Reports, Delivery Reports, and Split Group Reports, you can also export line items in a CSV or Excel format. The spreadsheet will contain these columns:
  • Order_ID
  • Customer_Order_ID
  • Created_Date
  • Order_Status
  • Contact_Email
  • Quantity
  • Product_Name
  • Product_SKU
  • Product_Description
  • Product_Category
  • Product_URL
  • Image_URL
  • Unit_Price
  • Sale_Price
  • Total_Price

All Conversion Tab Metrics

All of the metrics from every section of this tab are listed below in alphabetical order.

Because order details are not metrics, the order details included in the Orders (All Time) area are not listed in the metrics table. For more information about any of the order details see Order Fields / Order Details.

Metric Description Why It's Useful
Average Order Value (AOV) This metric represents the average revenue generated per order tracked in your account. It's important because it gives you an understanding of how much contacts spend, on average, each time an order is placed.

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.

Processed Orders The processed orders metric are the number of orders that have been placed and processed (are no longer pending.)

This is important because it lets you compare the number of orders to the revenue and revenue per email metrics to determine if revenue is coming from a high volume of orders or from a small volume of high-revenue orders.

Revenue / Total 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.

Total Clicks

The total clicks metric, similar to clicks, is important because it represents a level of contact engagement beyond just opens and begins to highlight the effectiveness of your message content. Where as with clicks your are able to determine that contacts were interested in the content of your message, total clicks allows you to get some idea of the frequency of that interest.

The total clicks metric is a total of all times links were clicked in a particular message, delivery, A/B split test, automated message rule, or delivery groups

Unique Clicks The unique clicks metric is the sum of all the unique clicks recorded for a message. A unique click is recorded the first time a contact clicks any link contained in a message. If a contact clicks a link 9 times, 1 unique click is recorded. If 2 contacts each click a link 10 times, then 2 clicks are recorded. If a single contact clicks 5 different links, than 1 unique click is recorded. This is important because it helps you better understand the relationship between clicks and conversions. The conversion rate compares the total number of clicks to the total number of conversions. You can compare the number of unique clicks to the number of conversions to see the rate at which the number of contacts who click a link convert.